Locked Down’s Jigger Divina On Creating A Platform For Local Artists: “Just make music that’s true and honest to you.”

With over 20 years under its belt, Locked Down Entertainment is still going strong and nowhere near its last legs. Currently dubbed a “genre-destroying music company,” Locked Down represents a diverse roster of local artists, including bird., SOS, Party Pace, Eggboy, Pedicab, Cheats, JUICEBOX, Tarsius, and The Diegos, to name a few.

The label began in 2002 as a hip-hop production house founded by Jigger Divina. As someone who regularly goes out to hip-hop gigs, you could say that genre is his bread and butter. “I’m a hip-hop kid, but I’m not limited to just that. I listen to all kinds of music, though mostly hip-hop,” he says.

However, most of what was being played was international hip-hop music. This sparked Jigger to fill what the local hip-hop music scene was missing at the time. Without any background in doing gigs and hip-hop shows, he had a light bulb moment of promoting and believing in local artists, which was what his first gig, ‘Jigger Presents Locked Down,’ was all about.

Later on, the artists Jigger kept inviting to those shows, such as Sun Valley Crew (SVC), a hip-hop act from Southern Manila, approached him to manage them. Once again, despite having no background in management, Jigger dove in and took on the role.

When artists wanted to release more music but didn’t have access to labels, Locked Down began releasing independent albums in 2004. Through this, Jigger was able to connect with a wide range of people, expanding a network that went beyond just hip-hop.

Soon after, a domino effect happened, and more artists approached Jigger after the release of indie albums. It started with that particular setting. A couple of years later, and now 20 years strong, Locked Down isn’t showing any signs of stopping. “We’re still doing it, but of course, in a proper way now. Before, we were just young and punk rock. It’s still about releasing music, still managing stuff, still doing shows that feel true and honest to us, to me,” Jigger says.

“When I was young, I listened to every kind of music because my parents played music with me. But hip-hop is dominant. That doesn’t mean I don’t listen to different styles of music,” Jigger adds. With more artists coming in, his love for music continues to drive him to explore more opportunities and avenues.

“[Locked Down] wasn’t formed just to be hip-hop. There’s really a vision or a dream that it will be a multi-genre music company. When I was connected with different people in the music industry and different musicians […] Basta I love their music, and they’re easy to hang out with, easy to make business with them, then I’ll get them under Locked Down.”

Tapping into different artists for specific types of events used to be different and more limited. Back then, Jigger had to push the artists under his management. Nowadays, it depends on the artists’ new releases or if they have something to promote. It also depends on what the organizers are looking for in particular settings. “For example, they look for a certain artist, then okay, can I add this one as well? They might fit your theme,” Jigger states.

Some organizers specifically look for the Locked Down vibe for certain venues. Jigger mixes different genres under Locked Down and curates lineups for these genre-breaking gigs. At the BGC Coffee Festival last March, a celebration of coffee, art, and cycling with pop-up shops, workshops, and live music, Locked Down proudly showcased their talented acts like Party Pace, bird., and OZO, to the attendees.

Meanwhile, just recently, they helped organize the ‘It Was A Moment Tour’ in support of SOS’s sophomore album, with stops across Quezon City, Makati, Laguna, and Marikina, continuing their tradition of promoting new releases.

Tapping into different types of events all at once, Jigger may be the master of multitasking of sorts. “First, I need a calendar. So I’m mindful sa schedules talaga. Para hindi rin magbanggaan (I’m mindful of our schedules so they don’t clash).” They have a small team, but what they have is a trusty and effective bunch.

But again, Jigger feels blessed to be surrounded by a community that works together, artists who suggest doing different kinds of events, like wake park gigs. Of course, Jigger is always game, as long as the events are doable and feasible. “Locked Down is mine and our 9 to 5,” he says. From starting as a one-man team, Jigger used to sourcing out people. But now, they have grown a team that helps with just about everything.

When asked about investing in local talent, Jigger harked back to his vision when he organized his first gig, which was to promote local artists, specifically in hip-hop, saying, “For now, it is easier to market, it’s easier to put them internationally, it’s easier to reach a lot because of social media. It’s the best way to invest now, I guess. I hope they believe it in the music. Because now, the focus is on the group, unlike before.” Nowadays, it’s all about tapping a particular niche market and a smaller group of people.

Jigger hopes that Locked Down continues to be seen as an indie group that genuinely connects with its target audience. He remains committed to creating music that stays true to their identity, without compromise. “Aside from doing tours for this year, hopefully, we can have a more international presence. Aside from maximizing it here [in the Philippines]. Hopefully, we can tap the crowd that we have here into the crowd in other countries,” he says.

As advice to the current and next generation of local artists, Jigger emphasizes the importance of creating music that resonates personally and staying connected with the community, “You can release music anytime you want in this era, and because of social media, you can find your own crowd now. Just make music that’s true and honest to you guys. When you have your music out, be in the scene. Don’t just release it. Be part of the scene. Be part of the movement. You have to be there.”