After more than two decades as one of the most influential voices in Filipino music, Sarah Geronimo is taking a bold new step.
Alongside husband and actor Matteo Guidicelli, the power duo has launched G Music, a music label rooted in creativity, transparency, and purpose. G Music isn’t just about releasing new tracks, it’s about building a platform where artists can own their music, be treated with respect, and share stories that resonate deeply with the audience.
In this exclusive Q&A with Billboard Philippines, President and Creative Director Sarah Geronimo and Chief Executive Officer Matteo Guidicelli open up about their motivations for starting G Music, the values driving their vision, and their mission to reshape the Filipino music landscape from the inside out. From championing artist ownership to elevating socially relevant storytelling, the couple shares how they’re laying the foundation for something far bigger than themselves.
Billboard Philppines: Let’s start from the beginning. What motivated the decision to start G Music?
Sarah: It’s my passion to create original Filipino music, and to be hands-on when it comes to the production and the creative process of making music. I wanted to be fully involved to shape the music I put out from start to finish.
Matteo: After over two decades in the industry, it was time for Sarah to own her music to have a label that champions her full creative and business freedom. That’s what G Music is about. We built it on transparency, creative freedom, and respect for the artist both creatively and commercially.
G Music is all-in for Sarah and we believe every piece of music we release should add value to our kababayans [fellow Filipinos], both in the Philippines and around the world.
What is the core mission of the label? What are you hoping to bring to the music world that isn’t already out there?
Sarah: It is our dream to eventually open doors to support up-and-coming artists and producers. But right now, we’re focused on building the foundation with my music and establishing a label that leads with intention and integrity.
Matteo: Our mission is to offer a platform where transparency and creativity thrive a place where Filipino artists are truly heard, valued, and respected.
We want to push local music to the global stage while staying deeply rooted in the Filipino identity. Sarah also has advocacies she believes in, and music gives her a louder voice to express them. Through songs, music videos, and performances, that voice will be amplified.
Sarah, you’ve spent over two decades navigating the Filipino music industry. Are there gaps you hope to fill with G Music?
Sarah: One major gap is the proper treatment and recognition of artists. Many are taken advantage of or manipulated because they’re focused on creating. We want to change that. Artists deserve respect, proper compensation, ownership, and credit for their work. G Music aims to be part of that change.
And as the label’s Creative Director, how do you balance creative needs with the business side? How does being an artist influence your direction?
Sarah: As Creative Director and an artist, I have my own perspective on creativity. As I slowly navigate the business side, I’m becoming more aware of the adjustments and choices I need to make to support the bigger picture. But at the same time, I allow myself to trust, collaborate, and lead in a way where artistry is never compromised only supported.
And for Matteo, what strategies are you using to stand out in a competitive, major label–dominated industry?
Matteo: Our strategy is authenticity. We don’t follow trends just to follow them. Sarah has always had pure intentions as an artist and now, she’s focused on creating impact, supporting advocacies, and adding value to society. She asks, ‘How do we help make our country better?’ And I always tell her, ‘Through your music.’
We’re also driven by humanistic capitalism meaning yes, this is a business, but we want to uplift our employees, partners, artists, and their families. We believe that when we grow, we all grow together.
How do you balance artistry and commercial viability? Are there particular innovative approaches you’re using?
Matteo: Sarah is the captain of the ship. She leads creatively and we support her. I guide the team strategically making sure everything flows toward our bigger goals. As for innovation, we embrace new technologies when they make sense tools that help us reach more people, tell stronger stories, and elevate the music. But we use them with responsibility and always with purpose.
Running a label requires a strong, dynamic team. How do you build and maintain an effective team at this early stage?
Matteo: It’s definitely a challenge. We’ve built G Productions over the past four years, and with G Music, we’re now fully focused on Sarah’s music.
We’re creating a tight-knit, family-oriented team. It’s a process of trial and error, finding the right fit, building trust, and creating a company culture rooted in respect, values, and shared purpose. That’s the heartbeat of G Music.
What is the G Music team looking like at this stage? How are you looking to expand?
Matteo: We have a mix of in-house collaborators and partners from both the local and international music scenes. Expansion is coming, but we’re not rushing. The focus is Sarah, her vision, her music, her message. From there, we’ll grow, step by step, based on what the industry needs and what feels right.
Starting a new label in today’s market is challenging. What have been some of the most surprising or unexpected challenges so far?
Matteo: The biggest challenge has been navigating existing industry systems, the connections, the dominance of major labels, and how to carve space within that. But we entered with a strong voice in Sarah with 22 years of credibility, talent, and integrity. This is her second chapter, and it’s going to be bolder, more creative, and more impactful than ever.
What kind of impact do you hope G Music will have on the Philippine music industry?
Matteo: We want G Music to inspire change to prove that music is meaningful, powerful, and socially relevant.
Look at ‘Umaaligid’ Sarah’s collaboration with SB19. It’s topping charts, but more importantly, it says something. If you listen closely, it tells a story about our society. That’s the kind of impact we want, not just to entertain but to awaken and inspire.
What does success look like for G Music in Year One and Year Five? Are you looking to nurture and develop new talents in the future?
Matteo: Year One success means putting out music that creates real impact, through Sarah’s work.
As for the five-year plan we have exciting goals and strategies, but we’re keeping that under wraps for now. We’re absolutely open to nurturing new talent. Sarah’s always listening, always watching. When the right artist comes along, we’ll be ready to welcome them to the family.