From Humble Beginnings to Media Mogul: CEO Awards Honoree Vic Del Rosario Jr.

The Business Manual celebrates Vic Del Rosario Jr’s innovative contributions in its second CEO awards.

Who would have thought that a carefree young man who dropped out of college, would later emerge as one of the most influential presence in the Philippine entertainment industry? But Vic Del Rosario Junior proved, that his innate marketing talent and strong sense of foresight destined him for succes

Small Beginnings

It all began when his cousin Orly Ilacad (who later founded Octo Arts Records) invited him to start a small recording company in 1965.  Armed with nothing more than PHP 2,000 borrowed from his mother and an eagerness to learn, the 20-year-old college dropout embarked on a journey into the unknown world of the music industry. Ilacad’s connections to artists and Del Rosario’s instinctive understanding of the market became the foundation of Vicor Records.

Despite early struggles in an industry dominated by foreign labels, Del Rosario’s determination led to a breakthrough. By focusing on local talent and tapping into the current cultural wave, Vicor Records became a driving force behind the “Manila Sound,” giving rise to legendary artists like Hotdog, Rico J. Puno, and Sampaguita.

Under his leadership, the market share of Original Pilipino Music (OPM) soared, with Vicor Records emerging as the dominant player.

The Birth of Viva Films

By 1977, the cousins decided to part ways, giving Del Rosario full control of Vicor Records.  However, personal tragedy struck in 1980 when a fire claimed their family home and the life of his three-year-old daughter, Vina Vanessa.

In the midst of grief, Del Rosario found solace and purpose in a new venture: film production. With the support of young star Sharon Cuneta, he produced her second film, P.S. I Love You. The success of the film inspired him to establish Viva Films in 1981, named in memory of his daughter. The company quickly became a powerhouse in the Philippine film industry, nurturing iconic talents like Vilma Santos, Robin Padilla, and Hilda Koronel.

Eye for Growth and Expansion

Not content with music and film production, Del Rosario saw the value of intellectual property. He began acquiring movie rights, eventually producing the biggest music and film library in the country. This enabled Viva to expand into video distribution and retail. His strategic foresight extended to the digital era, with Viva Communications entering the streaming space through Viva Max. Today, Viva Max is a leading platform, further cementing the company’s dominance in entertainment.

After conquering the media landscape, Del Rosario set his sights farther and decided to diversify to food.  Under his son VR, Viva Foods was established, and now operates six brands and over 150 outlets.

A Legacy of Leadership

Now in his golden years, Del Rosario has passed the reins of his empire to the next generation. His children—Vincent, Veronique, and VR—each lead different divisions of the business. Yet, Del Rosario remains a guiding force, offering wisdom and encouragement while allowing them the freedom to innovate.

The “University of Vic,” as his children jokingly call it, has taught them to embrace calculated risks, prioritize collaboration, and ensure every venture benefits all stakeholders. This principle of shared success is a hallmark of the Viva brand, which continues to evolve and thrive under the leadership of the Del Rosario family.

Lessons in Longevity

Del Rosario’s journey from a billiard-loving teenager to a media mogul offers valuable lessons for aspiring entrepreneurs. His story is a masterclass in resilience, adaptability, and vision. He found his purpose and passionately cultivated it. Despite his lack of a degree, he focused on his strengths and outclassed competitors. He turned personal tragedy into inspiration, redefining the country’s entertainment industry in the process.

The Business Manual CEO Awards 2025: Honoring Industry Disruptors

The Business Manual is proud to hold its second CEO Awards. With the theme “Honoring Industry Disruptors,” this year’s The CEO Awards honors visionary leaders who are reshaping business landscapes, pushing boundaries, challenging the norm, and setting new standards of success. 

Criteria for Excellence

This year’s awardees have been selected from a pool of nominations that include business leaders from both startups and industry giants. Each nomination has been carefully assessed in order to determine if the nominee exhibits the following qualifications in order to be considered for the award:

Innovation, Adaptability, and Disruptive Leadership 

• Measures the CEO’s ability to drive innovation, adapt to market changes, and lead the company like industry disruptors who challenge norms and leave a lasting impact.

Effective Management and Strategic Governance 

• Assesses the candidate’s business achievements. This includes how the CEO steers the company toward revenue growth and how he or she scales the business (both locally and internationally).

Brand Influence and Recognition in their Industry

• Considers how the CEO has built the credibility and reputation of the company. It gauges how known and recognizable the company is and whether it has attained brand awareness within a wide range of audiences.

Personal Image and Credibility 

• Evaluates the CEO’s reputation and how well he or she is perceived by business partners, employees, stakeholders, and consumers. This also includes how he or she applies ethics as a leader, as well as how his or her image contributes to both brand and company representation. 

Contribution to Society 

• Determines how a CEO has effectively led his or her company and its overall contribution—not just to its respective industry, but to society as a whole. This includes how he or she has implemented corporate social responsibility (CSR) programs or social causes, attained local and/or international recognition, partnered with government initiatives, or exerted efforts for the country.

For this year, The Business Manual’s esteemed panel of judges include: 

• Eric Pike Caeg (International Council for Small Business)
• Jay Fajardo (Ideaspace Ventures)
• Mina Akram (Go Negosyo)
• Rhoda Castro-Caliwara (Women Business Council)
• Ronn Astillas (Philippine LGBT Chamber of Commerce)
• Consul Sergio Ortiz Luis (Philippine Chamber of Commerce and Industry)

Stay updated with the full coverage of The Business Manual CEO Awards 2025 via The Business Manual’s official website, Facebook, Instagram, and LinkedIn pages.