VIVA'S BOSS VIC BELIEVES JAYDA WILL BE 'A BIG MULTIMEDIA STAR'

Vic del Rosario, chairman and chief executive officer of Viva Communications, strongly believes that Jayda — the daughter of Dingdong Avanzado and Jessa Zaragoza — "will be a big multimedia star," as she recently joined the roster of talents at Viva Artists Agency (VAA).

- By CHARMIE JOY PAGULONG

The actress-singer inked a contract deal with Viva Records in collaboration with Universal Music Group (UMG) Philippines and is co-managed by VAA.

Boss Vic, along with his children, Vincent and Veronique, as well as his grandchild Verb, attended the press event for Jayda and officially welcomed her into the Viva family. He said that it's a privilege to partner with a major music label, such as the UMG, for Jayda's career.

He also shared that Viva has been interested in managing Jayda since she was nine years old after he saw her singing skills. "I told her parents that 'pag nagdalaga na, makuha namin. I've waited 12 years for this to happen, so we are all excited.

"Twelve years in the making itong dream kong mahawakan (Jayda's career) before I retire. Alam mo naman 'pag magaling na singer, lalo na pag babae, magaan ang pakiramdam ko na tulungan. I feel that we could do a lot more," Boss Vic said and cited the likes of Sharon Cuneta, Donna Cruz, Regine Velasquez-Alcasid and Sarah Geronimo, who were first discovered and managed by Viva.

"I think Jayda will be a big star. The interest of Viva in Jayda is beyond her voice. I feel and I say it, she probably will be a big multimedia star that's why we're here. We have plans of using Jayda as a singer, actress, as a host, lahat-lahat na. And probably we will get her a lot of endorsements... The reason I'm here is because I believe in Jayda."