How music label head Rox Santos shines amid the pandemic

StarPop’s hit-making executive Rox Santos claimed a personal milestone when his composition “Hanggang Kailan” performed by Michael Pangilinan reached the 100 million mark in video views and digital music streams this year.

StarPop head and hitmaker Rox Santos, whose discernment for what’s in empowers artists with Gen-Z and millennial following, sees a bright 2021 ahead. 
That’s actually the cherry on top.

His latest hits as a songwriter also include the Jaya-sung “Hanggang Dito Na Lang” and ”Corona Ba Bye Na” by Vice Ganda. The first was used as the main theme song for the ABS-CBN Koreanovela I Have A Lover and won Best Ballad at the Awit Awards 2019 with a combined 35 million views and streams. He co-wrote the latter with the prolific Jonathan Manalo and the comedian himself.

“2021 looks hopeful and somehow a real blessing that the industry has fully transitioned to digital before the pandemic happened,” said the triumphant Rox.

He co-penned with Trisha Denise the number “Liliwanag” that they dedicated to all ABS-CBN employees affected by the infamous shutdown. He also co-wrote with Dan Tanedo the Star Cinema movie main theme for Four Sisters Before The Wedding, called “Maligaya Ang Buhay” and performed by Inigo Pascual.

“There have been a lot of adjustments made here and there but the music industry has survived the pandemic,” he explained, “There’s nowhere to go but to progress and grow in 2021 moving forward.”

As producer, Rox had been widely cited with his work for the Himig Handog grand winner “Mabagal” by Daniel Padilla and Moira Dela Torre, bagging both the Awit Awards’ People’s Choice and Favorite Record of the Year, along with two other recognitions. Further back in 2018, he won Best-Selling Album of the Year for Jona (Jonalyn Viray) and Album Of The Year for KZ Tandingan’s Soul Supremacy.

Rox is now at the helm of StarPop, a sub-label of ABS-CBN Music for young, talented artists with Gen-Z and millennial following. With his knack for the mainstream, he is by far the perfect fit for the post.

Under his guidance, the label has been producing certified hits like MayMay Entrata’s “Kakayanin Kaya” and Jem Macatuno’s “Can’t Get Out.” Both songs have combined YouTube views and Spotify streams of 27 and 22 million, respectively. Two other hits worth-mentioning are Seth Fedelin’s “Kahit Na Anong Sabihin Ng Iba,” used as the main theme for Hello Strangers, and Wilbert Ross’ “Maaari Ba.”

On the viral front, Kim Chiu’s “Bawal Lumabas” earned 50 million clicks across YouTube, Facebook, and Spotify, and became the fun anthem to the wide community quarantine in effect since March. JM Bales, KIKX, and  KVN’s “Magandang Dilag,” on the other hand, amassed 205 million Tiktok views. Jamill’s “Tayo Hanggang Dulo” also went viral, and so was Ivana Alawi’s “Sana All,” which gave the popular expression its proper song equivalent.

Half of ABSCBN Music’s Top 16 most-watched YouTube videos this 2020 are from StarPop. “Maari Ba” music video and “Can’t Get Out” lyric video both garnered more than eight million views. The other six songs are “Kung Ako Na Lang Sana” (Justin Vasquez), “Kahit Anong Sabihin Ng Iba,” “Payapa” (Andrea Brillantes), “Pangako” (Kyle Echarri), and “Pag-ibig” (Francine Diaz).

The multi-awarded songwriter-producer is grateful to his bosses Roxy Liquigan and Jonathan Manalo for their support and trust. He said, “I will always be grateful for the opportunity given to me by ABS-CBN Music. In line with the aim to always be of service to the Filipino people, expect the StarPop label to continuously give world-class quality entertainment through more music releases in the coming years.”

StarPop artist roster for 2021 are as follows: Ana Ramsey, Bugoy, Chill Guys, Edward, Elisse Joson, Heaven Paralejo, Idolls, Ivana Alawi, Jeremy G., Kakai, Kim Chiu, KD Estrada, Klarisse, Kokoy De Santos, Kyle Echarri, Lance Busa, Loisa Andalio, Lukas Magallano, Maymay, Patrick Quiroz, PJ Endrinal, Rayt Carreon, Vance Larena, Vivoree, and Star Hunt. 

Topics: Rox Santos , StarPop , ABS-CBN Music , Star Cinema
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