From bringing international acts to Philippine stages to showcasing local artists on the global stage, Rhiza Pascua, the Managing Director of Live Nation Philippines, continues to shape the country’s live entertainment landscape with her disruptive vision for an ever-expanding industry.

Music has always been the heartbeat of Pascua’s life. As she puts it, “The highs and lows of my life are remembered categorically by what was topping the charts at that time.” Growing up as an only child, she never felt lonely, with music as her constant companion. As a teenager in Los Angeles, she would save up to attend concerts almost every month to see artists like Madonna, Spandau Ballet, and Duran Duran, among others.

Who knew that experiencing these performances live would only deepen her passion for music, a passion that would one day bring international acts to Philippine shores?

In 1996, Pascua took her first bold step into live entertainment, organizing her first event — the ‘Side A sa LA’ show for the Filipino pop band Side A. However, she also considered flipping the concept: instead of taking Filipino artists abroad, why not bring American and international artists to Manila? It was bold but a good ambition nonetheless.

This led to her first major endeavor of bringing James Ingram to the Philippines. “The artists kept getting bigger and bigger until we brought in Mariah Carey, Josh Groban, Il Divo, and Christina Aguilera,” she recalls. From that moment on, as they say, the rest is history. 

As the acts and shows grew bigger, so did the global opportunities. That’s when Live Nation came knocking. A phone call from Live Nation’s Vice President of Touring in Asia would open the doors to the next chapter. “He said that they wanted to have a partner in the Philippines, and they have MMI in mind.” Live Nation described MMI as the industry leader, earning high praise from managers, artists, and agencies alike. A partnership between Live Nation and MMI happened in 2013. Six years later, Live Nation approached Pascua once again, this time with an offer to acquire MMI. “I was very hesitant at first because I promised my daughter that she would be taking over MMI. So I was thinking, wow, blood, sweat, and tears ko ‘to (this is my blood, sweat, and tears). My DNA is here. I wouldn’t wanna sell it.”

However, Pascua recalled a principle she learned in business school: when a major company wants to acquire yours, it’s a sign of success. At the turn of a new decade, the COVID-19 pandemic severely impacted the live entertainment industry, and when acquisition talks resumed, it was Live Nation that was hesitant due to the industry’s uncertain state. Time would tell, and it certainly did. In February 2022, Live Nation struck a deal to acquire MMI. Two months later, Live Nation Philippines was officially launched and hit the ground running with its first show in July, a sold-out concert by Louis Tomlinson.

People were eager to go out again, and Pascua understood that feeling all too well, craving the thrill of live entertainment. “I must say that Live Nation was also bringing in all the most sought-after acts.” Bruno Mars, BLACKPINK, Sting, TWICE, and Harry Styles, who were all in the Philippine Arena,” she says. 

As the live performers were booked and busy, so were Pascua and her team. “People in the office opted to stay at home instead of traveling just to rest because we really didn’t have any downtime during those months,” she adds. In 2024, new players entered the game. With more competition and a surge of events from other promoters, Pascua knew it was time to shake things up. They did just that by securing Olivia Rodrigo for her very first show in the Philippines, with ticket prices set surprisingly low, making it an accessible and unforgettable experience for fans. It was an unprecedented decision for a major international act. Yet, with system-generated seat selection, concertgoers remained satisfied with their seats.

Pascua was indeed two steps ahead of everyone else in the game. “Apart from the acts, outside the live entertainment itself, […] my dream is to complete our ecosystem. So we have the content, we know that we can bring in people, we know now that we can disrupt the market,” she says.

Addressing one of the major obstacles the industry has faced for decades — ticketing. For decades, fans have voiced their frustrations, and while she negotiates reasonable talent fees to keep ticket prices affordable, it often becomes a double-edged sword. “If we price the tickets low, afford siya ng mga scalpers (the scalpers can afford it). If we price the tickets high, hindi siya ng afford ng mga tao (people won’t be able to afford them). So we really didn’t know what to do anymore,” she adds.

Despite these challenges, Pascua remained focused on delivering unforgettable experiences for fans. Beyond bringing foreign acts, she envisioned an industry that celebrated Filipino talent. One such milestone was Live Nation Philippines’ groundbreaking reunion of Rivermaya’s original lineup. “Rivermaya was extremely exciting because I witnessed the day that they all saw each other after 26 years,” she fondly remembers. “The most memorable for me was, the first time they all saw each other and they hugged. Every time I remember it, naiiyak pa rin ako (it still makes me cry).”

But that didn’t stop there. Pascua knew the industry too well, she understood what the people wanted, and she delivered. The Kings of P-pop, SB19, is set to hold its largest show yet at the Philippine Arena for the ‘Simula At Wakas‘ Tour. She recalls how the partnership initially felt unconventional, as her team usually sets the timeline for promotional materials and announcements. SB19 took an unconventional approach of constantly building hype and creating buzz sporadically. Yet, that strategy proved effective; their first concert at the Philippine Arena sold out in less than seven hours.

This success reflected the growing appreciation for Original Pinoy Music (OPM), which has been experiencing a renaissance in recent years. As a leader deeply in tune with the market and its pulse, Pascua helped push the industry forward. She understood the profound connection Filipinos have with music, saying, “Pinoys are, by nature, musicians talaga eh. I don’t know if I know a Filipino who doesn’t know how to sing […] I mean parang second nature na sa Pinoy ang karaoke eh (it’s like karaoke is second nature to Filipinos). That’s why when artists come to Manila, they don’t wanna leave […] they all wanna go back because ‘yung audience from start to finish kumakanta (the audience sings from start to finish).”

Though often seen as an executive in a suit, Pascua is just like any other fan who loves listening to OPM. “Now even more, I’ve only been listening to OPM,” she shares. “Ang dami palang magaling; ang gaganda ng mga songs. Pwede pala ‘to pasikatin outside the Philippines (There’s so much untapped talent with excellent songs that can become popular outside the Philippines).”  Looking ahead, she emphasizes the importance of giving them the spotlight they deserve: “What we’re doing now when we do Filipino shows, we want them to feel na hindi namin sila tinitipid (that we’re not cutting corners).” She adds, “When it comes to music, I think the colonial mentality is gone or almost gone. People are realizing that the [local] artists are also leveling up, and the market is realizing that the Filipino acts are equally talented.” 

Beyond recognizing marketability, Pascua possesses a keen eye for genuine talent. Her leadership is driven by a commitment to world-class excellence while fostering a healthy and inclusive culture within the industry. Leading a female-dominated office at Live Nation Philippines, she emphasizes that it’s not about gender when it comes to who’s in charge. “I think the glass ceiling was broken a long time ago […] It’s not gender-based anymore.” 

At the end of the day, all of these things didn’t happen overnight. Now, at the stage where she paves the way for the next generation, Pascua’s advice is straightforward: “Don’t get discouraged, especially when you’re starting.” You’ll be discouraged a lot of times because doing shows is a gamble […] You have to just really understand what you’re getting into.”

Pascua remains committed to creating unforgettable live music experiences, leading the charge in transforming the industry one show at a time. Her journey stands as a testament that with passion and vision, one can ultimately break boundaries in the live entertainment industry — not just for artists and fans but also for the next generation of industry leaders.

Photographed by Kim Santos. Art Direction by Nicole Almero. Styling by Geno Espidol of Curator Incorporated assisted by Jermainne Lagura. Produced by Mika Cruz.

On Rhiza: DONA LIM pleated dress and belt.