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Charmie Joy Pagulong - The Philippine Star
June 3, 2025 | 12:00am
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).
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.”
Jayda with chairman and CEO of Viva Communications Vic Del Rosario at the former’s presscon.
In response, Jayda expressed how thankful she is to be part of Viva. “I’m grateful kung paano niya ako naisip in that manner and to be in the same sentences with Tita Sharon, Tita Regine and all of the greats.”
She promised to make her Viva family and everybody proud. “All I can say is rest assured, I will do my best and give my full commitment in this industry and in everything that I do.”
Jayda decided to join Viva because of their “expertise in both music and acting.” As she elaborated, “I feel like I think I’m at the point in my career where I’ve been so privileged to work with so many people and for this to finally come together here in Viva, I’m really excited to learn more, especially with Boss Vic and the rest of my Viva family. What made it certain for me is that I really saw the vision aligned for me when it came to my career, especially at this particular point. It’s a star-aligning moment for me with this partnership.”
Although she didn’t divulge the details of her upcoming projects yet, Jayda is looking forward to appearing in Viva’s series adaptations.
Asked if she is also keen on doing teen romantic comedy genres, such as “Ang Mutya ng Section E,” Jayda said, “Complete props to the whole cast of that show and also to Viva. I’m a fan of Wattpad adaptations so I think that’s one of my favorite types of projects, which Viva does. So I’m very excited po na hopefully, I could also portray those types of roles.”
She is also open to work with “Ang Mutya ng Section E” star and son of Aga Muhlach and Charlene Gonzales, Andres.
“Especially kung yan po nakikita ni Boss Vic, that would be in his hands. But like I said, I’m just keeping an open mind with whoever I can work with. At the end of the day, kung sino po yung mga mabuti sa project po.
The actress-singer inks a contract deal with Viva Records in collaboration with UMG Philippines and is co-managed by Viva Artists Agency.
“I’m really excited to work with different people as well and really expand and learn more from different people as an actress.”
The young artist likewise admitted that she experienced online bashing in the past but she maintained an optimistic mindset and strong support system to deal with it.
“It’s part of it (showbiz career),” she stated. “My parents told me when I decided to enter showbiz, ‘Are you ready sa walang katapusang pagpapatunay ng sarili mo and are you open sa kahit anong magiging tanggap sayo ng publiko?’”
Jayda was ready for it, she said. “To an extent. But I’m also human, there are certain things that I also get hurt. But I didn’t get easily discouraged because I have a good support system. And my father taught me that there’s no substitute for hard work.
“As long as wala naman po akong inaapakan na tao through what I do, all I can say is I keep on going. And I keep a positive mindset in this industry because there are people who also put their trust in me and mas mabigat po yung opinion nila than online bashers.”
Jayda jumpstarted her showbiz and music career in 2017 and launched her debut EP In My Room in 2018. She became a regular on “ASAP” and mounted her first major digital solo concert titled “Jayda in Concert.” Her acting debut was the TV series “Teen Clash” where she wrote and performed the official soundtrack No Way But Up.
She also co-wrote the single Right Lover, Wrong Time with her father. Two years ago, she signed with Republic Records Philippines, a subsidiary of UMG Philippines.
She earned Best Female Recording Artist award at the 32nd Awit Awards in 2019 and Female Pop Artist of the Year at the 13th PMPC Star Awards for Music in 2022 for the track Sana Tayo Na.
