AS WE END MAY, I have a question for the readers out there: What do Cedrick Juan and Miyuki de Leon have in common?
At first glance, these two seem unrelated.
Cedrick, a theater performer, won Best Actor at last year’s Metro Manila Film Festival for the film GomBurZa. Miyuki appeared on a segment of a popular noontime show.
Despite their differences, Cedrick and Miyuki share one thing: they are both represented by lesser-known but increasingly notorious talent agencies.
What are they? We will unravel them as you jump for more.
The Established Talent Agencies
In our entertainment world, we are very familiar with popular talent agencies based in South Triangle: Star Magic and Sparkle. Both have long-standing reputations and devoted, though sometimes toxic, fan bases.
Star Magic is currently struggling, along with its associated parent company. Their new stars aren’t receiving the same level of exposure as those before (i.e. before 2020). Recent drama, such as a breakup in a famous loveteam and a star not recognizing a popular band (which later resolved), hasn’t helped. Despite hosting exciting events as they usually do, their recognition level has plummeted due to less TV exposure.
On the other, the Sparkle (formerly GMA Artist Center) may not be as well-known but its growing for a different circumstance. Critics have even mocked their need for name tags on screen to recognize them fully. However, their talents are financially secure even without active projects. They resort to guestings only like Lapillus’ Chanty Videla did on Running Man Philippines‘ first season; Momoland’s Nancy McDonie will follow suit for the current season. They recently had a Signed for Stardom event but not everyone is receptive to new talents (e.g. this person).
Actors signed with established talent agencies benefit in several ways:
- They are more likely to land lead roles in major teleserye projects.
- They have a wider network of casting directors, giving them an edge in auditions.
- They receive superior training.
- Their brand recognition is enhanced through the agency’s reputation and past successes.
Then there’s Viva Artist Agency, which isn’t primarily tied to a television network, though they have their own pay TV ventures. They can collaborate with various entities, including TV5.
Speaking of TV5…
Meet the Two Fledgling Talent Agencies
MQAA or MediaQuest Artist Agency
As the name implies, this talent agency is owned by MediaQuest Holdings, the company that operates TV5. It aims to harness the skills of gifted performers and provide them with a platform to showcase their abilities in creating impactful films and television shows.
MQAA recently signed Cedrick Juan, known for his role as Fr. Jose Burgos in the historical film “GomBurZa,” as its first marquee signing.
Before becoming a new talent and the breakthrough film actor, Juan began his acting career in the theater in 2008. In film, he portrayed Erika on Die Beautiful (a 2016 MMFF entry) and Col. Jose Leyba on Goyo: Ang Batang Heneral (now available on YouTube). On television, he moved between South Triangle entities as an extra. In 2020, he starred on the first original teleserye of TV5, Paano ang Pangako? (known then as Paano ang Pasko?), as Alex.
Alongside Juan, MQAA has welcomed 12 other artists to its roster, with plans to continue expanding and discovering new talents.
NET25 Star Center
Launched last September 15, 2023, NET25 Star Center is a talent arm owned and operated by Eagle Broadcasting Corporation (d/b/a NET25). Headed by seasoned actor and director Eric Quizon, the center’s first batch, called Starkadas, includes 32 members selected from hopefuls nationwide, including Miyuki.
On December 18, 2023, NET25 launched Road to Starkada to introduce the members, airing every weekday afternoon. Miyuki has gained some notoriety among netizens because of her participation on It’s Showtime‘s segment “Expecially for You.”
Currently, these Starkadas are performing at mall shows, entertaining audiences, and gaining valuable experience.
Born on a New Paradigm
Both talent arms were established in a new era of the entertainment industry, moving past the long-time era of gatekeeping and exclusivity toward an era of supposed collaboration.
In the Philippine Star article last October, Starkada talents Sofi Fermazi and Nicky Gilbert expressed interest in working with Ignacia-based talents like Kathryn Bernardo and Donny Pangilinan.
What about MQAA? So far, news from TV5’s Frontline Pilipinas, PhilStar, and Rappler has not mentioned any policy on exclusivity or collaboration for their newly-signed talents, nor have there been any personal sentiments expressed by the individuals involved.
The Sentiments and the Verdict
Both network-based talent agencies are just beginning to take off. Naturally, some individuals with strong ties or loyalty to established agencies are quick to judge these new players.
According to the recently concluded Monthly Sundry Survey (conducted from May 13-19, 2024), the sentiments are as follows:
| Statements | Total Disagree | Neutral | Total Agree |
| They offer a more personal touch to their artists than established agencies. | 0% | 60% | 40% |
| TV networks with recently-established in-house talent agencies provide actors with distinct genre-focused opportunities. | 0% | 25% | 75% |
| They face challenges securing endorsements for their talents due to a lack of resources and established connections. | 0% | 50% | 50% |
| Signing with a fledgling TV network agency is an excellent option for new actors looking to gain experience on that network’s shows. | 0% | 50% | 50% |
| Success of actors in emerging TV network agencies depends more on network popularity. | 0% | 50% | 50% |
| They are more creative in shaping talent image than established agencies with a set style. | 0% | 50% | 50% |
It’s still too early to tell whether these agencies will succeed, and while none of the respondents are pessimistic, let’s give them a chance to prove their worth.
Maintain connections on various social media platforms. You can follow us on Facebook, Instagram, X (formerly Twitter), Discord, Mastodon, Plurk, and Threads.
If you’re feeling generous and want to help us, consider buying a Ko-fi or donating via PayPal. Every little bit helps, and we appreciate your support!
Photos courtesy of: MyDramaList, IMDB, Rappler and NET25
Timow's Turf 
Leave a comment