Building up showbiz stars in the wake of a worldwide pandemic and in the ruins of a national telecommunications franchise summarily denied, had once posed, by all calculation, an insurmountable problem for ABS-CBN.
The network's enviable ecosystem for star-building—its exhausting layers for discovering new names and faces, its complex push for launching the Next Big Thing, and, thereafter, its wisened as well as off-beat conventions for keeping these names and faces up there as the country's premier, marquee stars—took a big hit.
The biggest hit, it must be said, to come its way since 1992, when Star Magic was formed by Freddie M. Garcia, aka FMG, and Johnny Manahan, aka Mr. M, as ABS-CBN's talent-management arm.
It was a hit so devastating, it shook not just the foundations of starmaking, it shook the entire Kapamilya network itself.
Fortunately, this did not kill the fight in Laurenti Dyogi.
At the time 32 years with the network, he took on Star Magic, the formidable division under TV Production that made household names out of, to name just a very few: Jericho Rosales, John Lloyd Cruz, Daniel Padilla, Bea Alonzo, Liza Soberano, and Kathryn Bernardo.
Star Magic managed, under the watch of Mr. M, the most number of the biggest stars in show business, many of whom it had also discovered and built up.
Since January 2021, Laurenti has taken the helm of the star-building machinery, while managing his duties at ABS-CBN TV Production, a post he has worked at since 2013 and which he heads today.
"I've been with ABS-CBN for almost 35 years," Direk Lauren, as the man is called in showbiz, says in an exclusive interview with PEP.ph (Philippine Entertainment Portal).
"I've been used to the standard traditional media wherein TV and film yung talagang basehan. You can be a big star in television, but if you're not a box-office star, parang hindi buo yung caliber mo.
"But that was challenged, di ba, because there's no box office [today]. Yung ratings, you know, it got eroded with what happened."
Direk Lauren refers, of course, to the tragedy that befell the network, for many years unarguably the Philippines' biggest broadcast giant, until the vengeful and the powerful brought it to its knees by denying its franchise renewal.
Although the network had right on its side—even foreign journalists' groups knew that the network's closure was a blow to press freedom by the Rodrigo Duterte presidency—the tragedy did its worst. In one fell swoop, ABS-CBN was reduced to bits and pieces of itself.
It is a credit to the network and its people that they had the grit to stay alive.
With smarts, they pivoted to the company's digital platforms, to local cable channels, and to global TV subscriptions via The Filipino Channel, aka TFC.
With agility, they partnered with various streaming platforms and TV stations to address the need for wider audience reach.
On their watch, they would not allow the company—acquired by businessman Eugenio Lopez Sr. in 1957, officially becoming ABS-CBN in 1969, and rising to No. 1 among the country's networks in 1987—to fade into the night.
(Source: Charo Santos's book, MY JOURNEY The Story of an Unexpected Leader, mentions that ABS-CBN was No. 1 from 1987 to September 2004. It dropped to No. 2 in 2004, when GMA-7 took over the No. 1 spot. And there began the entertaining, if deathly serious, contest between the two giants, ending only when an outsider, who happened to be the President of the Republic then, exacted retribution from ABS-CBN for a perceived personal injustice done to him during his election campaign.)
READ: Charo Santos-Concio recalls GMA-7 show that almost caused her to resign from ABS-CBN
Of course, even the business landscape changed forever.
"We were navigating this new course," Direk Lauren says, "that we were forced to take on.
"Which I said was also a blessing, kasi papunta na naman doon. So, maganda na inaaral namin.
"But, yun na nga, parang somebody in the Executive Committee said, 'Parang you were changing wheels as you were running the car.'
"We were forced to do that. E, dito naman, hindi naman kami sumusuko. Yun naman yung training namin.
"Just experiment, do things, because you wouldn't know what will work."
And where the business of starmaking is concerned, having media platforms that give stars exposure is crucial to testing the stars' talent and audience appeal.
Today, being head of both Star Magic and TV Production has given Laurenti Dyogi a built-in advantage: He has an overview of how far a star can go; he also has an overview of projects green-lighted by management.
It may now be a changed, even tortuous, environment, but what more ideal one for a star builder?
LAURENTI DYOGI'S GUT FEEL
How does he know a person has what it takes to be the Next Big Thing?
"When I make choices, hindi ko masyadong pinag-iisipan, e," Direk Lauren begins.
"I make my gut feel work on it. Pag may naramdaman ako dun sa tao at interesado akong mas makilala siya, and then I make that choice.
"Sometimes, it's not what they say or what they do.
"Minsan may hinahabol ako na palabas lang. Yung the way lumabas siya, may nagsa-spark na nararamdaman ko, 'Pabalikin niyo yan, gusto ko pang makilala yan.'"
Direk Lauren mentions two very big names today: Kim Chiu and Joshua Garcia.
He says he felt the "spark" when, as business unit head for Pinoy Big Brother's teen edition, he did a go-see of young ones auditioning in the thousands; and, in Cebu, in 2006, Kim Chiu stood out.
"Parang Kim was a sure choice for me," he says. "Sobrang neneng-nene at the time, payatot, nakasalamin. Hindi mo isipin na siya yung typical na puwedeng maging artista."
It is the same "spark" that he says he felt when, still the main man of PBB, he caught Joshua Garcia's audition for PBB: All In in 2015.
"The way Joshua was a sure choice for me in Marikina. Because, I remember, I had a bad day at that time. I would leave the audition.
"It was in Marikina, ang daming tao, parang apat na libo sila. But I also had some meetings, so aalis ako.
"But I remember, ang binilin ko noon, 'Pagkatapos, kunin niyo yung bata dun sa Batangas, yung pinasayaw ko.' That was Joshua.
"May mga ganun ako, na after the audition, kung sino yung tumatak din sa utak ko, yun din yung pinababalik ko.
"So, more or less naman, yung mga napili ko, e, okay naman. Nandito naman sila."
HITS AND MISSES
There is, for Direk Lauren, an element of destiny in these star searches.
"So, I suppose, meron din akong karmic connection between that person and myself. Parang pinagtatagpo.
"Ano lang naman ako, parang vessel lang, I just facilitate. I'm sure, if napunta rin naman sila sa iba, they also might have been famous."
He mentions the times he failed to give the green light on names and faces that eventually made it big in another network. Take Alden Richards and Maine Mendoza, who attempted to get into PBB.
READ: Maine Mendoza on auditioning for ABS-CBN show: "Gusto ko talagang makasali ng PBB."
"But then again, I also had my misses," the Star Magic head admits. "Like some stars na di namin nakuha, lumaki nang husto sa ibang agencies or ibang platforms.
"So, feeling ko rin, kung sa amin, baka hindi sumikat yun. Pero since napunta sa iba... medyo fatalistic ako in that aspect.
"Alden auditioned quite a couple of times. But I felt talagang he was in the right place [GMA] talaga nun.
"Si Maine auditioned also for us. But Maine's track of being that AlDub and that lip sync [for Eat Bulaga!], I couldn't do that for Big Brother. Hindi siya magwo-work sa amin.
"So, I think finding Eat Bulaga!, and doing the track with Alden, was the perfect way to launch them.
"So, yun, parang swak yung mga ganyan. Hindi ko pinanghihinayang yung ganun. Kasi feeling ko, baka it was a disservice, kung sa amin napunta, hindi naman talaga pumutok."
He adds, "Yung iba namang decisions were because there's a management issue, may co-management. Kaya yung tricky lang, yung pagdi-decide who eventually you're going to choose."
READ: Alden Richards admits, "Nag-audition ako sa mga reality shows ng ABS-CBN."
WHO IS A STAR?
Laurenti shares what to him are the qualities of a star.
The Next Big thing must have the right "VAT," which for him stands for Visuals, Attitude, Talent.
First is looks. Showbiz, like it or not, is a “visual medium,” he says.
“Not necessarily guwapo, maganda-maganda, but interesting and nice to look at on television and cinema," he explains. "So, the visual is very important.”
Next is attitude. A star must be willing to learn, willing to work with people, and must not be hard to work with, he also says.
Horror stories are aplenty in showbiz about stars who are fabulous at acting but are horrible co-stars and the nightmare of the staff. To Direk Lauren, a good work ethic is required, and this includes how somebody treats somebody else.
“The attitude also to me is very important kasi yun ang nagiging problema ngayon. Lalo na with economic issues in the industry, mas mababa ang budget ngayon, mas kaunti yung pinu-produce."
Mounting a TV series or a movie costs huge sums, while revenue channels after the death of the franchise have dwindled, so having a star act up in the middle of filming can increase production costs. A very bad thing, obviously.
His Star Magic team gives him feedback.
"Mas gusto na namin," Direk Lauren says, "yung hindi masyado magaling pero madaling katrabaho, kaysa yung napakagaling pero napakahirap katrabaho.
"Kasi we only have fourteen hours of work. Parang paano? Paano mong pagkakasyahin lahat nun?"
In effect, talent can be developed but a bad attitude can be hard to undo.
“Of course, some talagang you're hoping they will change," says Direk Lauren. "You're just hoping, lalo na pag bata pa naman, magbago yung ugali. Pero mahirap din, di ba?”
LAUNCHING A STAR
Should the prospective stars have the right VAT, how does the network determine if they're ready to act in their first project?
“You just know," Laurenti says. "You just know that they're ready.”
Of course, he adds, it’s hard to determine if a newbie star will excel until that first real role. Performing in an acting workshop with newbies, he explains, is different from acting with veteran actors in front of the cameras.
In his words, “Hindi mo pa rin masasabi unless you put them in it. Parang hanggang hinagis mo yan sa swimming pool, di mo naman alam kung makakalangoy talaga yan."
Almost surprisingly, the Star Magic boss finds something positive to say about today's industry changes that were not of their choice or making.
Upbeat, he says that today they can, for instance, launch more mature actors in lead roles.
“Dati kasi parang talagang teen love teams ang basehan namin. Ngayon, parang may pumapasok kami ng mid-twenties, after [leaving] school, na pumuputok pa rin.”
He attributes this to the influence of popular Korean dramas, which feature mature love stories.
“Dati kasi, parang 25 ka na, parang hirap na makapasok, so we need to have you at 16, at 17," Laurenti explains. "Of course, that prolongs your shelf life. But now, I don't think [being mature] is a deterrent.”
THE DECISION-MAKERS
Laurenti narrates what it's like for top management when given the task to choose the stars to be given the big break.
"Ang mga producers, may pulso na yan. Alam na nila pag-select.
"Like nung Kimerald [Kim Chiu/Gerald Anderson], alam na nila: 'Let's give a project to Kimerald.' So, nagpa-follow through na yun.
"So, it was really a whole ecosystem of—There's a platform that nagre-recruit or nag-talent scout. Tapos there's a reality show. Pagdating nung reality show, pag pumutok, doon na yung pipick-up na...TV production.
"At the time, Ma'am Charo and Tita Cory, they also had a feel already of what the audience would like to see on television."
Ma'am Charo is, of course, Charo Santos, ABS-CBN president from 2008 - 2016 and CEO from 2012 - 2016. And Tita Cory is, of course, Cory Vidanes, aka CVV, ABS-CBN's COO for Production since 2016.
Certainly, Laurenti says, management picks from its homegrown child stars.
"I'm not saying it's only the reality show, kasi we also had yung mga batang show namin. Di ba, yung Going Bulilit? Diyan naman nanggaling sila Kathryn [Bernardo].
"May mga ganoon din namang platform na hindi siya reality show. Talagang hininog na child star bago binigyan [ng project].
"Ang growth area naman nila, the young version of the main character. Ganoon yung track nila. And Kathryn is a classic example of that."
Laurenti says there is a team, composed of top management, that does the selection of names and faces ready for their big break.
"Our head of content is still Cory Vidanes. So, she leads. CVV leads content production and creation. So, siya yun.
"Tapos, she has a team, us, in that programming team. Kami yung we discuss, and we review, we read.
"We still have that process that has been established a long time ago. Probably a team of ten."
MANAGING THE STAR
As a star builder, Laurenti says he maintains a good relationship with their stars.
"At saka yung mga artista namin, I'm connecting with them. Parang because of my being in Star Magic, natuto rin ako na may conversations more meaningful and at a level.
"Na hindi yung... kasi pag-corporate ang usapan, di ba? Kung isang context on whatever ito, guttural na. 'Anong feeling mo? Nasaan ka?Anong pakiramdam mo ngayon? What do you need?'
"So, nandun ako ngayon sa space na yun.
"Mahirap, para akong meron limang daang anak right away.
"I only have one, actually, in real life. Mabuti na lang yung daughter ko, wala akong sakit ng ulo dahil ngayong meron akong isang daan, masakit ang ulo ko minsan," he laughs.
Establishing trust with the star's parents is also crucial, says the Star Magic head.
"Kaya lang kasi, sa management, di ba, hindi lang naman yung artista ang inaalagaan. You manage the parents, so, medyo tough."
When he points out the rewards of heading five hundred—yes, he says, 500—artists, he mentions joy and fulfillment.
"There's also immense joy that you get if you see them flourish. If you see your artist and the new ones, natutulungan mo.
"I think that's the fulfillment of any manager.
"Pag nakikita mong na-achieve nila yung dreams nila at na-achieve nila yung, you know, they get better lives and improvement in their personal life."
He gives credit to his mentor, Johnny Manahan, who, after co-founding Star Magic in 1992, ran it for 15 years until he retired in 2007, and remained its chairman emeritus until 2020.
Laurenti's immediate predecessor, Mariole Alberto, headed the hugely successful Star Magic in the next 12 years, or from 2008 to 2020.
"Suwerte na lang 'ko that when I got into Star Magic, I've been well-trained by Mr. M. and Mariole and my team.
"They're veterans in talent management—30 years.
"So, nandoon na lang ako sa really merging content production. Actually, yun lang ang advantage.
"Yung merging, bringing in to Star Magic again that holistic concept of—you're not just recruiting and disciplining artists, but you're creating content already for your artists.
"So, nagta-transition din ako since I'm part of programming. I'm also able to see casting. So, I'm able to, more or less, may influence...have a say on casting.
"And yun, kaya naaalagaan din yung mga artists."
HOW SOCIAL MEDIA AFFECTs STAR BUILDING
PEP.ph asks Direk Lauren how social media impacts on star building.
The Star Magic boss actually sees social media as an advantage.
"It's good because we're able to have everybody promote themselves on social media.
"Because right now, producers and even streaming platforms, they ask for the numbers on social media.
"Like the international heads of platforms, they don't know our artists. They will always ask, 'What's the social media numbers in Instagram and what have you?'"
He goes on to say that Star Magic stars have free rein of the kind of content they put out in social media.
"Unang-una naman, I have a team, a whole team of managers. So, all the artists are broken up to groups.
"I think it's a matter of constant communication because the artists know naman right now the repercussions of things that they would do on social media."
To make the promotions work, he says the star has to be authentic on and off cam.
Netizens can easily double-back and check if something doesn't add up.
"If, for example, they do risque content," Direk Lauren elaborates, "and then you know more or less that that limits yourself also on the possible endorsements that you will get, or even the content that will be provided to you by the producers.
"Kasi, naging sarili silang marketing ng pagkatao nila at yung artists.
"So, I cannot dictate exactly what will work for them on social media.
"But they know. Mga bata ngayon, alam nila what will work on social media. So, sila-sila talaga, gumagawa sila ng sarili nilang content.
"Minsan nga, naging reverse. Dahil sa ginagawa nila, that becomes a tool for us to promote them and to guide them in their branding.
"Kasi hindi puwedeng may branding kaming ginagawa, brand essence niyo, tapos iba yung nakikita nila sa social media.
"It has to align. So, it's a constant talk. It's a constant conversation. They may agree. We may not agree. But at the end, it has to be a compromise."
STAR MAGIC BEST BETS FOR 2024
For 2024, who are the stars that ABS-CBN is trusting? Who are Kapamilya's Best Bets for making its TV shows trend and rate?
Note that Laurenti Dyogi's list is not ranked.
PEP.ph simply lists the names seen here based on the order that the ABS-CBN executive mentions them during the interview.
He clarifies that these names reflect not just his choices but also feedback from his people in Star Magic.
It may surprise readers that Dyogi's list is a mix of certified A-listers, established stars, and new ones.
He explains that the List takes into account whether the star has upcoming projects before inclusion among Star Magic's Best Bets for 2024.
Because he holds two executive positions in ABS-CBN, he says again, "Since I'm part of the programming team, I know more or less, may ganitong plano na pipeline of shows."
KATHRYN BERNARDO AND DANIEL PADILLA
First on Laurenti’s list are Kathryn Bernardo and Daniel Padilla, best known for their uniname KathNiel.
Their loveteam made at least seven box-office hits and five notable primetime series on ABS-CBN from 2012 to 2022.
A high-profile breakup late in 2023 changed the trajectory of their career for 2024.
"I cannot not mention KathNiel because I know there's a big plan for them.
"So, if you say they're old or new, naiba yung context ni KathNiel from last year.
“They were a loveteam. Initial plans were together.
"Now that they're not together, I know there's something big that will come this year for Kathryn and also for Daniel,” Laurenti says.
Clearly, Kathryn is having a busy year. The 28-year-old actress was recently launched as the endorser of a big canned tuna brand.
On the big screen, Kathryn will topbill Elena 1944, directed by Olivia Lamasan. There is also buzz that her box office-breaking movie, Hello, Love, Goodbye, with Alden Richards, will have a sequel.
Hello, Love, Goodbye held the record as the highest grossing Filipino of all time from 2019 until 2023, when it was replaced by the 2023 Metro Manila Film Festival entry Rewind.
The Kathryn-Alden starrer earned a worldwide gross of more than PHP838 millon; Rewind, starring real-life couple Dingdong Dantes and Marian Rivera, hit gross sales of more than PHP900 million.
In 2023, Kathryn also starred in a project without Daniel, the film A Very Good Girl, where she appeared opposite internationally acclaimed Filipina actress Dolly De Leon.
For the 29-year-old Daniel Padilla, there are two anticipated movies: The Guest, directed by Jerrold Tarog, and Nang Mapagod si Kamatayan, directed by Dan Villegas.
In 2021, a different side of Daniel was seen in the movie Kun Maupay Man It Panahon, when his acting was without histrionics and without playing to the gallery, in a film set at the time super typhoon Yolanda wreaked havoc in Tacloban, Leyte.
The movie, which Daniel co-headlined with Charo Santos and Rans Rifol, was shown in international film festivals. It earned seven major awards at the 2021 Metro Manila Film Festival, including a Special Jury Prize for Daniel.
KIM CHIU
Direk Lauren is betting big on Kim Chiu for 2024.
The Chinita Princess successfully transitioned to mature roles in 2023, when her series Linlang, with its theme of infidelity, became a trending series for Prime Video.
“When she did Linlang, she hesitated transitioning to a more mature Kim because she's always been known as our sweetheart,” Direk Lauren admits.
The starmaker attributes Kim's change of heart to her working relationship with Linlang director F.M. Reyes and the production team Dreamscape.
"Because nag-work yung tandem niya with our director also, F.M. Reyes, na talagang ngayon mahal na mahal niya, na natulungan siya.
"Ang ganda rin yung Dreamscape production of Linlang. Nag-work for her. So, now, wow, nag-bloom beyond our expectation.”
Linlang is still airing on primetime TV. Currently, the 34-year-old actress also stars in What’s Wrong with Secretary Kim? for the streaming channel Viu, and is a co-host on the noontime show, It’s Showtime, now airing on GMA-7.
JOSHUA GARCIA
Direk Lauren next mentions Joshua Garcia, a handsome young actor regarded for his acting skills.
Direk Lauren reveals that Joshua will topbill the Philippine adaptation of It’s Okay Not to Be Okay, opposite Anne Curtis.
It’s Okay Not to Be Okay is a 2020 Korean drama that tackles mental health issues.
The 26-year-old actor will also star in UN/HAPPY FOR YOU, opposite his real-life ex, Julia Barretto.
As a matinee idol, Joshua easily draws kilig from fans in romantic-comedy movies like Vince & Kath & James (2016) and Love You To The Stars And Back (2017).
But he has also proven to be a riveting, serious actor in family dramas on TV, such as The Killer Bride (2020-2021), The Good Son (2017-2018), and The Greatest Love (2016-2017).
STAR MAGIC BEST BETS FOR LOVE TEAMS
Direk Lauren believes in Star Magic's current roster of love teams.
DONBELLE: DONNY PANGILINAN AND BELLE MARIANO
There’s DonBelle, or Donny Pangilinan and Belle Mariano, who headlined the successful Kapamilya primetime series, Can’t Buy Me Love, which aired from October 2023 to May 2024.
Laurenti remembers how this young loveteam developed from two seasons of the online series called He’s Into Her (2021-2022).
Laurenti says, "Normally naman a loveteam takes a couple of soaps before talagang biglang pumuputok. Ang nag-reverse kasi, si DonBelle.
"Nag-start sila sa digital platform, yung kanilang series na He's Into Her 1 and 2."
The material has added spice to the young stars' onscreen chemistry, in a story revolving around a spunky provincial girl and a campus heartthrob who start, as these storylines go, being at odds, only to fall for each other in the end.
DonBelle has gained a solid fanbase from that kilig teenybopper series, paving the way for them to star in their first movie, Love Is Colored Blind (2021), followed by An Incovenient Love (2022).
Laurenti says DonBelle is a "frontliner" among their young love teams.
READ: Five things to know about DonBelle, ABS-CBN's fast-rising love team
MATHON: MARIS RACAL AND ANTHONY JENNINGS
Direk Lauren is again betting big on the trending loveteam SnoRene or MaThon.
Mathon is a portmanteau of the names of Maris Racal and Anthony Jennings.
The love team of Maris and Anthony started with Can’t Buy Me Love, where both play supporting characters to DonBelle.
Viewers fell in love with the antics of their characters and, voila, their tandem was born.
Direk Lauren, responding to fan demand, is open to giving them more projects in 2024.
“Hinihingi rin sila sa labas,” he says. “So, alam mo na na gusto silang bigyan ng content... Request, highly requested right now.”
He lauds the 26-year-old actress and the 23-year-old actor because they make their characters work. He believes that the timing has also been right for both of them.
“I think that's a strong tandem that we have this year that will flourish until next year,” Direk Lauren adds about the prospects of MaThon for 2024-2025.
READ: SnoRene hilarious bardagulan moments
FRANSETH: FRANCINE DIAZ AND SETH FEDELIN
A third loveteam that Direk Lauren mentions is FranSeth, or Francine Diaz and Seth Fedelin. He regards the two as Kapamilya's “young love team.”
The 20-year-old actress and the 21-year-old actor will star in the film My Future You to be produced by Regal Entertainment this year.
They first worked together in the hit Kapamilya afternoon series Kadenang Ginto (2018), which also casted Andrea Brillantes and Kyle Echarri.
Their group later became known as the "Gold Squad."
At the time, Francine was paired with Kyle, while Andrea was Seth's onscreen partner. The two onscreen couples worked together again in Huwag Ka Mangamba (2022).
It was in the teleserye Dirty Linen (2023) when Francine and Seth were officially seen as a love team.
READ: Francine Diaz at Seth Fedelin, ayaw makumpara sa KathNiel
KDLEX: KD ESTRADA AND ALEXA ILACAD
Then there’s KDLex, or KD Estrada and Alexa Ilacad, who Direk Lauren is calling the “Sweethearts.”
He says they will pursue more music—more concerts and musical theater.
“Ako kasi, I'm an advocate of theater talaga. I believe iba yung training pag ang artista lumalabas sa entablado,” says Direk Lauren.
Last year, the 21-year-old actor and the 24-year-old actress starred in PETA Theater’s Walang Aray.
This year, ABS-CBN is partnering with several theater productions to give KDLex and other Kapamilya stars this kind of outlet, too.
KD and Alexa's friendship began when both became housemates in Pinoy Big Brother Kumunity Season 10, which ran from October 2021 to May 2022.
After their stint in the popular reality show, they made music collabs for "Misteryo" and "When I See You Again."
In 2023, they were paired for the 12-minute short film Toss Coin, which was shot in Hong Kong and helmed by box-office director Cathy Garcia-Sampana.
READ: How Cathy Garcia-Sampana brings out the magic in KathNiel, KDLEX projects
ANDREA BRILLANTES AND KYLE ECHARRI
Direk Lauren also mentions the love team of Andrea Brillantes and Kyle Echarri, even if both have separate projects for now.
The ABS-CBN bigwig regards the two as their more mature pairing. “Yung getting to the more risque characters because they're really dramatic actors and actresses.”
Andrea is coming back to the second season of her hit show Senior High, now called High Street.
The upcoming primetime series will also feature Juan Karlos, Zaijian Jaranilla, Xyriel Manabat, Elijah Canlas, Miggy Jimenez, Gela Atayde, and Tommy Alejandrino.
“So, yung grupo niya yan ng mga bagets, medyo malakas yan,” said Direk Lauren enthuses about the cast.
Aside from his stint in Senior High, Kyle was also given the chance to lead the mini-series Beach Bros.
And he has an upcoming big project with co-actor Grae Fernandez, who is returning from studies abroad.
The upcoming project is Pamilya Sagrado, where the 20-year-old Kyle and the 22-year-old Grae will co-star with Piolo Pascual.
Kyle was first discovered in The Voice Kids Season 2, with coach Sarah Geronimo as his coach.
MORE BEST BETS FOR STAR MAGIC
GRAE FERNANDEZ
Grae Fernandez was launched as a teen star in the youth-oriented male group Gimme 5 in ASAP, a Sunday musical variety show of ABS-CBN.
The group was active from 2013-2017.
After being cast in various teenybopper roles, he appeared all-grown up in the murder mystery series, Senior High, in 2023.
His project with Kyle and Piolo is expected to be a big break for him.
“So, we have a strong project that hopefully brings both Kyle and Grae into that level of the next leading man with Donny,” Direk Lauren says.
Grae is the son of actor Mark Anthony Fernandez and estranged wife Melissa
JANELLA SALVADOR AND KAILA ESTRADA
Next, Direk Lauren mentions two young women: Janella Salvador and Kaila Estrada.
The 26-year-old Janella had a successful 2023, as she played Valentina, the villain to Darna, who was played by Jane de Leon.
Very recently, she starred in Under Parallel Skies, a romantic film that co-starred Thai actor Win Metawin.
“I think that's a good start for her because talaga kami ngayon gusto namin to venture into the international arena,” Direk Lauren reveals.
In a 2020 interview with Mr. M, the original starmaker called Janella Star Magic's "triple threat," being that performer who can sing, dance, and act.
READ: How A Star Is Born, according to Star Magic founder Mr. M
Janella made a mark from her very first acting job, Be Careful With My Heart (2012-2014), where she played one of the kids of male lead Richard Yap.
She immediately landed lead roles for several TV series: Oh My G! (2015), Born For You (2016), and The Killer Bride (2019-2020).
She also starred in many movies under Regal Films: Haunted Mansion (2015), Mano Po 7: Chinoy (2016), My Fairy Tail Love Story (2018), and So Connected (2018).
For her part, the 28-year-old Kaila has impressed both audiences and critics in two shows currently airing on primetime: Linlang and Can’t Buy Me Love.
Direk Lauren praises Kaila, “Parang feeling ko may pupuntahan 'tong batang to.”
Kaila is the daughter of Janice de Belen and ex-husband John Estrada, both of them respected, solid actors.
JAKE EJERCITO
Laurenti then mentions Jake Ejercito as another actor being groomed as the Next Leading Man in Star Magic.
Jake finished his college degree in politics at London's Queen Mary University. He earned a master's degree, with honors, in Marketing at Northumbria University in Singapore in 2018.
He is the son of ex-President Joseph Estrada and Laarni Enriquez.
"Ito yung sinasabi ko sa inyo na medyo nagma-mature yung artist," says Laurenti. "Meron silang ibang klaseng dala sa industry.
"Aside from [showbiz] royalty nilang dala, meron silang nakapag-aral, gumraduate, so I feel strongly about Jake and Kaila."
Jake joined the Kapamilya talent-management arm in 2020, and got his first hosting stint in the defunct Sunday variety show Sunday Noontime Live (SNL) from October 2020 to 2021.
His first role on TV was when he was cast in Marry Me, Marry You, a warm and lively prime-time series headlined by Janine Gutierrez and Paolo Avelino.
His big break came when he was chosen as one of four male leads in the 2022 prime-time series, A Family Affair, with Gerald Anderson, Sam Milby, and Jameson Blake.
Jake was originally eyed as pairing up with Kim Chiu for the Pinoy adaptation of What's Wrong With Secretary Kim?. But the role went to Paulo Avelino following the success of Kim and Paulo's teamup in Linlang.
BEST BETS FOR SINGER-ACTORS
DARREN ESPANTO AND MAYMAY ENTRATA
Direk Lauren mentions the singer-actors he is betting big on.
First is Darren Espanto, who is also a part of Can’t Buy Me Love. The Kapamilya executive sees Darren as having “a big future naman in music.”
The 22-year-old singer, actor, and TV host is currently preparing for a big concert at the Araneta Colisseum on June 1.
Darren is the first runner-up in The Voice Kids Season 1 of 2014. He first made waves in the show because of his rendition of Jessy J's "Domino."
Aside from being a mainstay of ASAP, his most recent break in showbiz is landing a hosting stint in It's Showtime.
He has also ventured into acting, getting casted in the 2018 KathNiel movie The Hows Of Us.
Darren got more acting roles via Lyric and Beat (2022) and Can't Buy Me Love (2023-2024).
Second is Maymay Entrata. ABS-CBN has big plans for the "Amakabugera" singer, who is turning 27 this May.
“Star Music, Star Magic, and ABS-CBN—big plans for her as an international artist,” reveals Direk Lauren.
“So, we've been doing some recordings for her.”
Maymay was the big winner in PBB: Lucky 7, which aired from July 2016 to March 2017.
She and fellow housemate Edward Barber became the love team MayWard.
They headlined the big-screen movie, Loving In Tandem (2017), and a film for streaming, Princess Dayareese (2021).
BINI
The Star Magic head also mentions that he has big dreams for BINI, the trending female P-pop group now popular internationally for the song "Pantropiko."
"Pantropiko" has brought P-pop to the world stage. Some KPop groups and international dance groups have actually uploaded their own dance covers to this song on YouTube.
Direk Lauren admits the virality of the song "Pantropiko" was a surprise even to them.
“Hindi namin akalain when we launched a summer song in November last year, it would become a summer song this year. So, that was a risk for us and for Star Music,” he says.
He gives praise to the the group’s tenacity.
BINI officially debuted in 2021, but only hit it big this year. They have been under intense training since 2018.
“Akala ng mga tao kasi overnight success. They've been working on it for five years!"
He repeats, "Five years. Ito yung tinrain namin five years ago before the pandemic."
From left to right: Maloi, Colet, Stacy, Mikha, Jhoanna, Aia, and Gwen
READ: BINI reigns as "Summer Queens" at Star Magic Hot Summer 2024
He gives high praise to BINI for sticking with the network through thick and thin.
Direk Lauren sums it up: “May pera kami, wala kaming pera. Wala pa rin kaming pera, nandiyan pa rin sila.”
The Kapamilya network has big plans for BINI, a group formed after the performers went to Star Hunt Academy, the training program of ABS-CBN.
Direk Lauren wants the group to get so big that it can perform in Coachella, the annual music festival in California. To perform there is considered an achievement, with only a few Asian groups have been on that stage. This includes Blackpink, 2NE1, and Le Sserafim.
“Dream ko sa girls ay Coachella,” says Direk Lauren. “Baka tayo ang first Filipino group to get to Coachella.”
BGYO
BGYO is also a product of Star Hunt Academy, a brainchild of Laurenti.
The auditions for Star Hunt Academy were held in 2018, and the training of selected participants began in 2019.
BGYO, first known a SHA boys, was officially launched in January 2021.
They sang the theme songs "Kulay" for Miss Universe 2021, "Patuloy Ang Lipad" for Darna, and "He's Into Her" for the hit youth-oriented series of the same title.
Akira and JL of BGYO also landed lead roles in the musical adaptation of Tabing Ilog (2024).
First row: Gelo, JL, and Mikki; second row: Nate and Aki.
ROBI AND MELAI
Robi Domingo and Melai Cantiveros are Direk Lauren’s best bets for hosting.
The 34-year-old Robi is currently doing that for The Voice Kids, and is set to come back to host the upcoming Pinoy Big Brother (PBB) season.
"We're putting a big bet on Robi Domingo. So, siya na talaga yung gumagawa ng most of our reality programs.
"From The Voice now, he's jumping to the next big format that we have,” explains Direk Lauren.
Robi was the second big placer of PBB: Teen Edition Plus in 2008.
Launched as part of the youth-oriented male group Giggerboys in ASAP in 2008, Robi landed a lead role in the weekly series Your Song Presents Boystown in 2009.
Wanting to follow in the footsteps of TV host Luis Manzano, Robi learned the ropes when he became a MYX host from 2008 to 2010 and 2014 to 2020.
His big break, however, was when he became one of the mainstay hosts for PBB: Unlimited (2011-2012); PBB: Teen Edition 4 (2012); PBB: All In (2014); PBB:737 (2015); PBB: Lucky 7 (2016-2017); and PBB: Connect (2020-2021).
Melai Cantiveros is the network's best bet for digital content.
The 36-year-old comedienne has a successful online channel, MelaSon Family, on YouTube, which has more than two million followers.
Direk Lauren thinks Melai is a natural at comedy.
“So, we're creating a digital content for Melai which we'll launch soon. And I think that that will bring her also to a different level.”
Melai was the big placer in PBB: Double Up 2009-2010. The third big placer from her batch, Jason Francisco, became her boyfriend during their stint inside Big Brother's house.
They were launched as the love team Melason.
Melai eventually did solo projects for several TV shows and movies at ABS-CBN.
Her attractive comic persona in real life made her a huge hit as a co-host in the morning talk show, Magandang Buhay, from 2016 up to the present.
LAUNCHING NEW STARS
Direk Lauren reveals plans to launch Star Magic’s next generation of stars.
He groups their upcoming stars into two: Freshies and Sophomores.
The Freshies are mostly composed of former Kapamilya child stars, now aged 13 to 15.
Included here are Jana Agoncillo, Krystal Mejes, Mutya Orquia, Hannah Vito, Angelika Rama, Chunsa Jung, Heart Ramos, Marc Santiago, Raikko Mateo, Andrez Del Rosario, Miguel Vergara, and Lance Lucido.
Then there are the Sophomores, a bit older than the Freshies.
They were launched in the trending online show, Zoomers.
The cast includes Criza Taa, Harvey Bautista, Luke Alford, Ralph de Leon, Krystl Ball, Luis Vera Perez, Kei Kurosawa, Erika Davis, Hadiyah Santos and Zabel Lamberth.
ABS-CBN has also created the Star Magical Prom to further introduce these newbies to the public. The event is a younger version of the popular Star Magic Ball.
“Kasi sila'y bawal mag-attend ng ball dahil hindi pwede pumino, may cut-off, may curfew.
"So, we came up with a prom. The prom was really to launch our really young stars.
"An opportunity for them to be at least seen for the first time," says Direk Lauren, "and then we'll see what will happen.”
