Known for bringing in the world's biggest acts, Rhiza Pascua of Live Nation Philippines reveals winning strategies that help position the country at the forefront of the international entertainment scene.

The Philippines features a vibrant music scene, with OPM (Original Pilipino Music) taking center stage and a strong karaoke culture among Filipinos. In 2022 alone, Filipino households have spent around PHP224.5 billion on recreation and culture. This is an increase of about 25.3% versus last year’s total expenditure.

This, coupled with a strong fanbase among Filipinos for Korean pop music groups (Kpop), as well as music groups from diverse genres, have made concerts and live performances a much-anticipated event, with data forecasting a projected market volume of US$95.19 million (around PHP 5.27 billion) by 2027 for music events in the Philippines.

Taking center stage is none other than Rhiza Pascua. As a prominent figure in the entertainment industry, she has made a name for herself through the company she built from the ground up: Music Management International (MMI), where she was able to successfully bring the world's biggest acts to Manila—with notable names including Madonna, Coldplay, U2, Harry Styles, and Bruno Mars, among others.

Following the strategic acquisition of her company by Live Nation Entertainment, however, she takes on the role of the Managing Director of Live Nation Philippines—the local division of the world’s leading live entertainment company.

In this exclusive interview with The Business Manual, Rhiza shares the origin story behind her live entertainment company, the acquisition, and what plans she has in store for Live Nation Philippines amid a thriving live entertainment culture that is abundant with possibilities.

From Music Management International to Live Nation Philippines

Even before becoming the Managing Director of Live Nation Philippines, Rhiza has been an instrumental force in shaping the Philippines as a global touring destination. With a distinguished career that spans three decades, she was able to successfully forge lasting partnerships—not just with artists, managers, and agencies, but also with suppliers and proprietors.