Fire and Ice Entertainment has moved to consolidate its projects under a single, integrated creative structure, formally launching a multi-platform ecosystem that spans live concerts, music releases, film and series development, theater productions, and cultural consultancy.
The company unveiled the expansion during a media event in Quezon City, outlining plans that will roll out through 2026. Five interconnected units now sit under the Fire and Ice banner: Fire and Ice LIVE!, Fire and Ice Music, Fire and Ice Studios, Fire and Ice Media, and Fire and Ice Consultancy.
Chief Executive Officer Liza Diño said that the expansion draws heavily from a decade spent “navigating both creative work and cultural policy.”
“Creativity is important—stories, music, live work—but it doesn’t exist in a vacuum. Behind it is a system,” Diño told guests during their grand launch. “If we hadn’t prepared, if we hadn’t built systems, policies, and support structures, we would have been left behind.”
Diño pointed to shifts brought by streaming platforms, the pandemic, and changing audience habits as lessons that shaped the company’s approach. Audiences moved to devices, distribution models changed, and local industries were forced to think beyond domestic borders.
“How does an industry that has traditionally relied on local audiences begin to travel beyond its borders?” she asked. “What happens when local audiences shift away?”
Those questions now inform Fire and Ice’s development strategy, particularly its emphasis on long-term planning, proper project development, and international collaboration. Diño stressed the need to rethink financing models and creative scale.
“Instead of asking, ‘What budget do we have?’ and forcing big ideas to fit into it, we should ask what the story needs,” she noted. “Can it represent our culture? Can it travel?”
Fire and Ice LIVE!, on the other hand, outlined a lineup of concerts and stage productions for the year, including performances headlined by Ice Seguerra, the Divine Divas, Sitti, and the Sessionistas, alongside touring plans that extend to Australia and Europe. Theater productions such as Still Alice and ’Night, Mother are also scheduled later in the year.
Fire and Ice Music introduced its initial roster of artists, including Seguerra, Princess Velasco, Louise, and the Divine Divas, with several EP releases planned. The label positions itself as a platform that allows artists closer involvement in their creative direction.
On the screen side, Fire and Ice Media presented a slate of feature films, series, documentaries, and audio projects, including works by Brillante Mendoza and John Paul Su, as well as original projects developed internally. A second season of the podcast Talk Sheets with Ice and Liza is also in development.
Completing the structure is Fire and Ice Consultancy, which focuses on cultural strategy and advisory work, including involvement in UNESCO Creative City applications and QCinema Industry 2026.
Seguerra, the company’s chief creative officer, traced the Fire and Ice’s origins to something far simpler: the need for a place to work.
“It feels good when you have something to do, when you have somewhere to put your energy, something to prepare for,” Seguerra shared. “That’s often where creativity begins.”
What started as a small rehearsal space eventually grew into Firelight Studios, now used by musicians, performers, and theater artists across disciplines.
“We believe everything should happen here first, before you hear it in music, see it on stage, or watch it on screen,” Seguerra explained. “It became a space where ideas could sit, grow, and be tested.”
For Seguerra, the focus remains on process and care. “At the end of the day, we really have just one focus: to give artists the best possible experience while they’re creating.”
