Top Talent Manager Sandra Chavez Bares Her Secret in Making “Stars” Out Of Talents

She is the woman behind some of the most famous faces you see on the TV commercials, films, concerts and billboard ads. She propels her talents to stardom. She helps them become better to lengthen their showbiz career’s “staying power”. She teaches them the secret to success in the industry that she had helped build for the country. She is Sandra Chavez of the Artist House.

Sandra is the common denominator to Mega Star Sharon Cuneta, KC Concepcion, smart comedienne Tessie Tomas, and singers Joey Albert and Gian Magdangal–who have all had so much more of their share in the showbiz limelight than most artists of their time. Yet Sandra decides to keep a low profile albeit continuing to be a well loved, very professional and loving talent manager. To her, her own success is reflected not on her own fame but on the success of her being able to help her talents achieve their dreams as she had hers from her humble beginnings.

“I come from a big family of 9 children. We were indeed in the category of humble beginnings. But education was priority. Food was just the most basic we could afford. I even learned how to bottoms up instant coffee for breakfast so I could fill my stomach before walking to school. And no toys, just the street games with our neighbors–’piko’, roller skating, biking…Banana cue or ‘nilagang saging ‘ was exciting. Imported chocolate candy was a luxury. I remembered I cried asking my papa to buy me a ticket so I could watch the Beatles when they came to manila. I ended up in the bleachers. But that was already the ultimate, “Sandra candidly narrates.

From being the girl who used to think watching a concert from the bleachers was “the ultimate”, Sandra is now able to produce some of the biggest concerts with her talents and for that she is eternally grateful.

When asked how she came to be one of the country’s best talent manager and producer, she humbly replies, “I actually believe God made me start on top of my game–opportunity wise–so I will value it some more. Kuh Ledesma became an instant sensation weeks after Music and Magic was launched at the Alibi bar (this was Sandra first step into the industry in 1979). Gary Valenciano soon followed and that was phenomenal, then Zsa Zsa Padilla, yes that was divine! But that was also hard because you set a benchmark early on and the next right moves are always crucial. Sustaining a career is harder. There were breakups and make ups, emotional roller coater rides… But those make you stronger. Gives you more character and trains you in the reality of showbiz. And (teaches you that) no matter what, it’s show time! So the show must just go on.”

Sticking to the lessons she has learned in the industry, Sandra pioneered an entertainment lounge in 1982 called Tavern on the Square. The Tavern became the launch pad of new artists who were going to become important names in the music industry. It became the “Mecca of Music Entertainment” in the early 80’s. But that was not all that Sandra had to offer. In 1982, she closed an endorsement deal for Kuh Ledesma and a product in Japan. That was a dream deal at that time.

Soon, international music festivals followed Sandra’s line of industry successes.

“My first music festival was with Gary Valenciano also in Japan, the Tokyo music festival, where he was cited w/ a special Asian award. Samantha was grand champion at the Midnight Sun Song Festival in Finland while Petite Albornoz was at the Brasov Music Festival,” narrates Sandra.

She adds, “In the early 90’s we went on a major tour of Japan for Samantha with Patti Austin, a male superstar in Japan and another star from Mexico. Too good to be true. We also produced and promoted in 1997 the Sharon Cuneta Concert at the MGM Grand Garden Arena. It was record breaking as she was the first Filipino artist ever to perform in the 10 k capacity venue and we sold out.”

Then Sandra became the first Filipino appointed manager of Fremantle Media for the First Philippine idol in 2006.

Amongst all her landmark projects and unprecedented deals, Sandra believes that her biggest success is, “Having started artists who have made significant marks and are still very much around to make a difference in the industry, who are still on top of their game and who continue to touch people’s lives w/ their talent. I am so proud of them.”

This is the reason why she makes it a point to be hands-on while training and preparing her talents for their projects. She teaches them that, “No matter how the landscape has changed with new media and technology, some good things will always last— the ethics, professionalism, discipline, never stopping to learn and hone your craft, hard work, gratitude and loyalty.”

She also instills in her talents that, “The branding would be their image- the look and character, their bearing , the kind of projects they do, the choices they make…In short their body of work– plus the way they are in real life. Again the value of being generous, giving importance to every good thing that comes your way, acknowledging the people who deserve to be credited, the lessons learned. (And)Gratitude most of all.”

Because of her discipline Sandra’s shows and projects for her talents keep going on hit after hit since she puts a lot of passion into her craft. To her it’s not about the money.

She says that what makes her truly happy is, “when you know your artist has finally made it and you are a big part of it… Many are called but few are chosen.” She also adds that her joy in what she does come from, “the firsts in the list… The first monster hit, sold out concert, platinum album, etc. When you fill up venues and happy with the thought that you have made people happy because you delivered an unforgettable show… When you have pleased a client, when the artist is pleased, happy, overwhelmed because she or he did great in certain works…”

Of course achieving this happiness of hers takes a lot of strength. But she says that, “you(as talent manager) are secure in the thought that this is where God has placed you to be able to share what He has gifted you, in a special way…challenges keep you going. When you count your many many blessings the more you keep going.”

As for the secret to her success, she generously shares, “First you’ve got to have what it takes. You have to be cut out for the job. Work hard and value your resources. Accept both success and failure. Don’t stop learning and thanking,” and “Have a vision… Believe. Focus. Love the opportunity. Love the work.”

With this, her aim to help improve the talent and managing industry and the success of her plans to again come up with a new idea that can become a great idea while going global and having collaborations on the next level are surely just around the corner.

Meanwhile, for those who will be dealing with talents and managers for their events, she advices, “Managers will always appreciate a very clear and professional handle (and vice versa). Good artists will never fail to deliver. Make sure you are on the same page about objectives of the event and what is do-able. Define expectations and arrive at reasonable agreement on requirements. Do not compromise quality of work.”

As for eventphilippines.com which, like her, is also aiming to uplift the industry, Sandra says “Be a trailblazer all the way. And keep being eventful.”

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