Stars come and go.
In the ever-changing landscape of show business, where trends and audience preferences shift rapidly, cultivating a standout star amidst intense competition relies on numerous factors.
Read: Who succeeds faster in showbiz: the pretty face or the one with connections?
For Joy Marcelo, vice-president of Sparkle, the elements needed to better one's chances of stardom are "talent," "beauty," and "attitude."
Sparkle, previously known as GMA Artist Center, operates as the talent agency affiliated with the GMA Network.
Talent and beauty, the first two factors, are self-explanatory. Attitude, the third factor, weighs just as much. Says Joy: "It's a waste of resources to build up someone who doesn't really want to go far."
Apparently, luck also plays a role.
Time and again, we've witnessed promising prospects fizzle out, while less-heralded names unexpectedly shine.
This occurrence can be attributed to several items, including securing favorable projects and roles that resonate with audiences and nabbing the breaks at the right place and time.
Add to this, the presence of a good manager can significantly enhance a celebrity's visibility, influence, and fortune, particularly in today's rapidly evolving landscape where social media and trends dominate.
This is where Sparkle comes in for the many celebrities identified with the GMA Network.
Joy brings more than two decades of experience in the industry, with roles that include writer, producer, program manager, and talent manager for GMA Artist Center.
In addition to the 300 talents under its umbrella, Sparkle, today under Joy's leadership, boasts a team of over 90 individuals playing vital roles in running the organization.
PEP.ph (Philippine Entertainment Portal) spoke to Joy to provide insight into the network's decision-making process in determining who makes it to stardom.
Who decides which talents to actively push? Who gets priority backing? Who comes next?
"It's not only my decision," admits Joy. "It's a lot of people's decision. We also have our artists committee."
She adds, "We also have our consultant, Mr. M, plus, of course, Annette."
Mr. M is Johnny Manahan, the man who famously made Star Magic the premier talent-management arm of ABS-CBN. Annette Gozon-Valdes is GMA senior vice-president for programming and talent management, and GMA Films president and CEO.
Read: "What's up, Madlang Kapuso!": GMA-7 execs visit 'It's Showtime' amid conflict with MTRCB
Furthermore, decisions are dictated by the outcomes of workshops and training sessions, as well as feedback from producers and individuals who have collaborated with the network's talents.
"It's all about brainstorming. It's not just like we decide with one click," Joy points out.
Recently, the Kapuso network introduced Sparkle 10— 10 beautiful and talented ladies primed for stardom under the management of Sparkle.
The Sparkle 10 is composed of Faith Da Silva, Rabiya Mateo, Ashley Ortega, Lianne Valentin, Shuvee Etrata, Lexi Gonzales, Angel Guardian, Liezel Lopez, Kate Valdez, and Elle Villanueva.
The announcement coincided with the unveiling of a provocative promotional photo featuring the artists, captured by renowned celebrity photographer Mark Nicdao.
Read: Mark Nicdao clarifies relationship status with late artist Bree Jonson: "We're not lovers."
"These are the ten women of Sparkle who are very empowered," says Joy. "They're very talented... collectively, you can say that they're bold, brave, and beautiful — that's the tagline that we use."
Joy elaborates on the qualities that got these ladies in Sparkle 10.
MAKING STRONG IMPRESSIONS
On Sparkle's radar is Miss Universe Philippines 2020 Rabiya Mateo, who officially joined the Kapuso network following a contract signing on November 18, 2021.
"She's like an angel," Joy says about the beauty queen-turned-actress seen on the game show TiktoClock and the drama series Makiling.
Adds Joy, "We know that coming from the pageantry, she's new in acting, but she was able to take part in projects where she showed that she's really good at acting."
Joy praises Rabiya thus: "a face that you can love."
Joy also mentions Ashley Ortega, affectionately describing her as an "angel with a sexy body."
The actress does combine an angelic baby face with a shapely physique.
The Sparkle executive is particularly excited to see Ashley in the upcoming historical drama series, Pulang Araw.
Joy feels that Ashley's past big projects—such as Legal Wives and Hearts On Ice, where she played the lead role of Pauline "Ponggay" Campos—have prepared the young actress for more challenging and demanding roles.
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"Ashley has been with us for a long time," Joy says proudly. "She grew up with Sparkle also. Now, it's her time."
Joy adds that Ashley is "very independent" and "very strong," is focused on improving her craft, and looks determined to take her career to the next level.
"I think she's at her most beautiful now," Joy says about Ashley.
Meanwhile, the Kapuso executive vividly recalls the first time she saw Elle Villanueva up close.
Says Joy, "She's the first one I saw sitting in our office. I asked, 'Who is she?' I said, 'Oh my God, she's so beautiful.'"
She adds, "If I were a man, she would be the perfect girl for me."
Joy thinks Elle looks "perfect"; saying, "I won't get tired of looking at her."
Elle has appeared in several Kapuso shows, including My Fantastic Pag-Ibig, Tadhana, Voltes V: Legacy, and Return to Paradise.
Read: Derrick Monasterio not offended when girlfriend Elle Villanueva criticizes his acting
The De La Salle - College of Saint Benilde Tourism graduate is currently seen in the drama-thriller series Makiling.
Lexi Gonzales is another Kapuso star nown making a name for herself in showbiz.
The First Princess of Starstruck 2019 has made appearances in various shows, including Love You Stranger, Happy Together:TGirl, Running Man Philippines; and has also served as courtside reporter for the National Collegiate Athletic Association (NCAA) Philippines.
Then there's Kate Valdez who will be seen in the series Shining Inheritance.
A dedicated Kapuso for many years, Kate—known for her roles in such television series as Encantadia, Anak ni Waray vs. Anak ni Biday, and Unica Hija—has patiently bided her time for the spotlight that finally shines on her.
Read: Kate Valdez names the veteran actress whom she idolizes
HAVING FAITH IN FAITH
Actress-singer Faith Da Silva's versatility stands as a significant asset in the eyes of the Sparkle executive team.
Her role in the sitcom Happy Together opposite John Lloyd Cruz showcased her comedic talent.
As for her dramatic skills, she showcased these in the modern television adaptation of Maging Sino Ka Man, where she shared the screen with Barbie Forteza and David Licauco.
Joy characterizes Faith as "crazy," "outspoken," and a diligent worker; summing her up this way: "She does everything the best way she knows how."
Read: Faith Da Silva na-meet na sa unang pagkakataon ang ama na si Dennis Da Silva
Joy elaborates, "When you say, sing, she doesn't just sing, she sings like she's in a concert. When you say dance, her dance is like this is the last dance of her life. That's what I really like about Faith — she goes out of her way."
Expressing confidence in Faith's future, Joy highlights not only Faith's dedication to her craft but also her ability to laugh at herself and be herself.
"For example, she's mad. She won't act cute. She'll admit that she's mad. So, that's what we like about Faith."
It doesn't hurt that Faith has the physical beauty that the well-known pageant mentor Jonas Gafud describes as "Miss Universe material."
BIDA-KONTRABIDA
Viewers know Lianne Valentin through her appearances in such TV series as Royal Blood and Apoy Sa Langit.
In the latter, Lianne's portrayal of Stella Fernandez earned the ire of viewers, signifying how well she played the antogonist.
Read: Lianne Valentin, hindi isyu kung nalilinya sa kontrabida roles
"We really see so much potential in Lian. She's our actress." Joy wonders with enthusiasm: "Maybe, she can even be Cherie Gil?"
Cherie Gil, premier contravida, left a void with her passing.
Read: Celia Rodriguez, sinabing si Cherie Gil ang "tunay na Reyna ng mga Kontrabida"
In Lianne, Joy sees an actress who can take on both heroine and villain roles, and deliver with flying colors.
Add to this, Joy says, "She's also beautiful. People find her very charming. Even though she's a villain sometimes, Lian still has a charm."
Then there's also Liezel Lopez, whose portrayal of the villain Zandra in Voltes V: Legacy has made heads turn.
Joy tells PEP.ph that Liezel was the favorite of celebrity photographer Mark Nicdao during the Sparkle 10 photoshoot.
Read: Liezel Lopez refutes “nang-agaw” allegation about past relationship with Kristoffer Martin
"Probably because she was oozing with [sex appeal]. Very sexy, very open."
Yet there's more to Liezel than just her physical gifts, Joy points out: "She's also a great actress."
Currently, Liezel is seen in the drama series Asawa ng Asawa Ko.
PROMISING PROSPECTS
Sparkle has high hopes for Angel Guardian, the first Running Man Philippines Ultimate Runner.
Joy mentions Angel's stunning physique as a testament to her discipline and dedication, qualities that have not gone unnoticed by the talent agency.
"I asked the other members of the Sparkle10, who is the sexiest among you? Some of them answered Angel," smiles Joy.
Read: Iza Calzado at Angel Guardian nagkaiyakan dahil sa Encantadia
"Angel is very quiet in real life, but very hardworking," says Joy. "So, can I say that maybe she's a perfectionist?"
While there are areas where Angel still has room to grow as an artist, Sparkle encourages the young actress to stay true to herself, recognizing the importance of authenticity in connecting with the public that often seeks relatability in their stars.
"It's okay that she knows herself," Joy says reassuringly.
Another Sparkle gem to watch for is Shuvee Etrata.
Shuvee first gained attention after going viral on TikTok, where she is known as "smilingshuvee."
Read: Joshua Garcia nagparamdam noon sa Sparkle artist na si Shuvee Etrata?
Now, Shuvee is part of the Kapuso network's new roster of young stars groomed for stardom.
"I met her in one of the restaurants in BGC during the pandemic. I was so charmed," beams Joy, recalling her encounter with the Bantayan Island, Cebu native.
"I said, 'This kid is so charming.'"
MANAGING THE BRIGHTEST STARS
With a diverse roster of artists under its wing, Sparkle today faces the challenge of effectively managing the careers of both emerging talents and seasoned Kapuso stars.
This includes sustaining the recent successes of its brightest, established stars.
While these artists have achieved visible head start, management is tasked with guiding them to bring their success to the next level.
Some of the Kapuso top stars that management is keeping a close eye on are Ruru Madrid, Jillian Ward, Sofia Pablo, Allen Ansay, Althea Ablan, David Licauco, and Barbie Forteza.
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Joy also makes special mention of Sanya Lopez, Gabbi Garcia, and Miss Universe Philippines 2023 Michelle Dee.
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All these names are in the forefront of the Kapuso network stars.
They have, after all, achieved notable success and widespread popularity in recent years and counting, as evidenced by the positive reception to their projects.
Joy is confident about them all: "They've already started; they're already there,"
She ends with much enthusiasm and hope: "So, it just needs a little help, a little more push. But they're already there. We hope that they make it really, really big this year."
