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How concert producer gauges what would click with Pinoy audience



Joed Serrano believes that while producing a concert is always a “risk,” it’s one necessary to take in business.

Joed Serrano

Joed Serrano

In an interview, he said that since there are no guarantees a venture would succeed, he only chooses artists he, himself, is impressed with versus those merely recommended to him.

“Like for example, ako I was watching ‘Showtime’ at that time, natawa ako kay Vice (Ganda). Sabi ko ‘Pwede ‘to,'” said he who produced the comedy actor’s first major concert that launched him to stardom.

He said prayers have “saved” him countless of times.

“Aaminin ko sa inyo ang lakas ng power ng prayers,” he said. “I mean, aminin mo sa Diyos kung nagkamali ka or mistake sa pagpili, sa desisyon mo. You just really have to ask for guidance and He will help you. Subok ko ‘yan.”

Joed thinks producing a concert is no different from producing movies, music, concerts and TV shows.

“Ang Viva or ABS-CBN or Star Cinema, when they produce a movie hindi rin nila alam kung kikita ‘yan o hindi. I mean, meron silang pulso na ‘Ay ito!,’ like the one with Kathryn (Bernardo) and Alden (Richards). Alam natin kikita but not as a top or highest-grossing film ever, ‘di ba? So merong ganu’n,” he explained.

“So parang lahat yata, I think kami as a producer, nandu’n ‘yung risk lagi. Para kaming nagtatapon ng dice sa casino.”

He repeated the importance of putting trust in God.

Engelbert Humperdinck

Engelbert Humperdinck

“Never doubt!” he noted. “Based on my experience, never doubt His powers. I mean, we’re only humans. Totoo ‘yung malabo na hindi tayo mag-worry, malabo na hindi tayo mag-isip pero try niyo i-let go. Kasi may time talaga na wala kang magagawa.”

And anyway, everything happens for a reason.

“Walang ginusto ang Diyos na ‘di maganda para sa atin. It’s always para sa atin, nagkataon lang na kung ‘di mo ma-okay ngayon eh may rason ‘yun, tandaan mong merong pangalawang pagkakataon, merong pangatlo. So you just don’t stop.”

At one point, Joed thought of quitting as concert producer.

“Pero tinanong ko sarili ko ‘Oh saan ka pupunta? Ayaw mo naman mag-artista, ayaw mo naman kumanta, anong gagawin mo?'”

A concert he wants to produce is that of Puerto Rican singer Ricky Martin and Cuban-American singer Gloria Estefan. If it pushes through, the title would be “Livin’ La Vida Conga.”

Meantime, Joed is promoting “The Angel On My Shoulder” concert of Engelbert Humperdinck tonight at New Frontier Theater.

In a career spanning more than 50 years, Engelbert has generated sales in excess of 140 million records, including 64 gold albums and 23 platinum, four Grammy nominations, a Golden Globe, and stars on the Hollywood Walk of Fame and Las Vegas Walk of Fame. He has performed for the Queen four times and many heads of state.

His first single on the charts was “Release Me,” which went into the Guinness Book of World Records for achieving 56 consecutive weeks on the charts. It was No.1 in 11 countries. Some of his other hits are “Am I That Easy To Forget,” “How I Love You,” “Spanish Eyes,” and “A Man Without Love.”

The show at New Frontier is presented by Mr. P Entertainment and brought by World Entertainment Group.

Recall that Joed was behind the concert of well-known international artists in Manila like Celine Dion’s show last year, and the recently concluded “An Evening With Gloria Gaynor” at Okada.

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