Collaboration has always been a central aspect of the music industry. 

From cross-cultural mashups to genre-blending tracks, partnerships have long pushed musical boundaries and given birth to some of the most iconic sounds globally. Here in the Philippines, this spirit of collaboration is nothing new — but when two of the country’s most prolific media titans join forces, the impact can shake the very foundations of the entertainment industry.

Cross-label and cross-network alliances are often met with surprise, awe, and an eagerness to witness what such powerful forces can create together. So what exactly happens when two of the biggest names in Philippine media — namely GMA Music and ABS-CBN’s Star Music — come together for a long-awaited, groundbreaking collaboration? The result is not just a joint venture, but is the first chapter of a new cultural renaissance for OPM.

In an era where music is consumed across borders and platforms, the timing of this partnership couldn’t be more perfect. As streaming continues to dominate and the global appetite for Filipino artistry grows, GMA Music and ABS-CBN have stepped forward to lead the industry forward with a vision of unity, creativity, and authenticity. And at the center of this game-changing alliance is none other than Michelle Dee — the iconic beauty queen, actress, and now, music artist.

A Convergence of Titans

The partnership between GMA Music and ABS-CBN’s Star Music isn’t one that came out of nowhere. As Roxy Liquigan, head of ABS-CBN Music, explains, “GMA and ABS have already collaborated in other businesses, like movies. And given the success of such ventures, we looked at the possibility of a collaboration in music. So Annette and I, we had a good conversation about a potential collaboration with one another because we’re very honest.”

That honesty became the foundation for a seamless working relationship. GMA was equally open. “It was easy for us to talk about the collaboration. And then, we talked about certain artists that we can collaborate with. And we started with Michelle,” Liquigan says.

GMA’s Senior Vice President for Programming, Talent Management, Worldwide, and GMA Music, Annette Gozon-Valdes, emphasizes the timeliness of this union. “There’s a boom in the global music industry, especially because of the emerging digital platforms and streaming. So it’s such a big industry and I think that it’s time for GMA Music to leverage on that boom.”

For both parties, such a collaboration isn’t simply about consolidating star power — but it served an even bigger purpose of strategically building the future of Filipino music.

Michelle Dee: The Perfect Flag-Bearer

As the front-facing entity of this partnership, Michelle Dee’s involvement was not an accident. According to Liquigan, “I think Michelle is the most prepared on [GMA’s] roster… she’s showbiz royalty. So it was easy. I was the one who said, Michelle, I’ve been thinking a lot about what we can do for you.”

He elaborates on their initial meeting: “I asked her, what vision do you see for yourself? She said she’s been doing a lot of things. She has her creative team. But I told her, what’s missing is music. So, we should thread all of that with your music because that’s what’s new to you.”

What followed soon enough was a deep dive into Michelle’s artistic sensibilities, where she was given full creative space to define her identity in the music industry. That openness led to the birth of “Reyna,” a track that not only symbolized Michelle’s personal journey, but also served as a metaphor for the partnership itself.

“She always had very fresh ideas, and we let her creatively help with the concept of music videos and pictorials. So, it’s nice. It’s very easy. So, this collaboration with GMA is a good start with Michelle,” Liquigan adds.

For her part, Michelle shares how personal the song was for her: “One of the major things that Star Music emphasized is the reason that the breakthrough in my career wasn’t because I actually won the crown. It was the story behind it. That’s what “Reyna” is really about… So many people in their own right are queens. And they have to believe in that themselves.”

Gozon-Valdes was equally enthusiastic about Michelle being the face of this partnership. “Michelle embodies Filipino pride,” she affirms. “She carried the Filipino pride with grace and elegance and strength. And we can see that this made everyone, even the young people, very proud of being Filipino.”

“She broke the mold of being just an icon for beauty. Her talent really showed. Her artistry was able to come out. And I feel like the impact of that on several listeners, even casual fans, it’s greater than what we can expect.”

Building OPM’s Future, Together

Beyond the initial single, the partnership holds long-term ambitions for the OPM industry. “We’re not in competition with one another,” says Liquigan. “With such a small industry, it’s the right time for everyone to collaborate and bring it together. I think it’s just one goal and one vision for OPM.”

Gozon-Valdes echoes the sentiment: “Filipinos should not compete within. The competition is outside because we want to lift up our unique Filipino music. The talent of the Filipino is limitless.”

She further emphasizes the importance of culture in creating music with impact: “Michelle carried the Filipino pride with grace and elegance. She embraced our culture, and I hope that also in her music, she can do the same.”

The duo of GMA and ABS-CBN offers more than just artist exposure. They bring their respective strengths — broadcast, digital distribution, content creation, and fan engagement — into a consolidated force capable of building global icons.

“In this partnership, to be fair to GMA, they gave the creative rein to us,” Liquigan shares. “And it’s also really good that GMA said they trusted us. Annette said, you know –– you’re ABS-CBN Music. It’s really full trust that GMA gave us.”

Gozon-Valdes finds honor in such a collaboration, stating just how much faith they have in ABS-CBN and also in Michelle as an artist herself. “Of course, we value the creative input of Star Music. But we also value equally the creative input of the artists, because especially here, we’ve seen how Michelle has really been the heart and soul of the music that has been produced.”

Breaking the Mold

Michelle Dee is a case study in how to launch a music career with authenticity. “She’s a trooper. And actually, it’s so nice to see that she’s really confident and proud about her identity,” says Liquigan. “She has the discipline. And Michelle is the whole package. That is what makes her special.”

Her single “Reyna” quickly found traction with audiences. According to Liquigan, “If they see, once binabanggit ng tao (once it’s mentioned by people) or the community, they use it on their social media platforms — that’s success. It’s really about touching hearts.”

Gozon-Valdes believes in the staying power of this partnership: “Music cannot be authentic if we don’t allow the artist to have a very strong creative level in molding it. Because they need to have the room to be able to make the decisions themselves and experiment, because people don’t want to be manufactured.”

“We didn’t just allow Michelle to be hands-on — we welcomed it with open arms,” she continues. “That’s why I think this first single of hers is very unique. You can see her touches everywhere. It was very personal to her.”

More than just the execution, the philosophy of the partnership is something both executives want the industry to take note of. “I hope it serves as an example that we need more collaboration and less competition,” adds Gozon-Valdes. “Everyone knows how great singers the Filipinos are. But the creativity of the Filipinos is also immense.”

“I think that with a little push, I hope that from the private sector and also the government, If they can help promote our industry, we can really make it big. In the broader sense, it can help our economy, it can help foster nationalism, national pride, and it can help nation-building. That’s the strength of music,” she notes.

The Road Ahead

This partnership marks the beginning of a new playbook in Philippine entertainment. A playbook where rivals become allies, competition gives way to cooperation, and where artists are empowered to tell their stories with full creative agency.

“It’s really about the build-up,” Liquigan explains. “What’s important is, what can the artist contribute to the industry? It’s not just about giving a song to a singer. You need to ask, what is their space in the industry?”

Authenticity, it turns out, is not just a buzzword — it’s the metric by which success is now being measured. And in Michelle Dee, the partnership has found an artist who embodies that ideal.

“You can really see that it’s Michelle Dee. It’s her,” says Gozon-Valdes. “She put in her personal touches and I think that showed her authenticity. Because that’s what people are looking for now.”

With streaming as the dominant medium and platforms like YouTube and Spotify offering unparalleled access to global audiences, the timing is perfect. Gozon-Valdes notes, “Even in Korea, their music industry is much bigger than their TV industry. There’s also a chance for that here. Music is a universal language.”

The vision is bold, the execution thoughtful, and even the results are promising. As Michelle sings her truth through “Reyna,” she also symbolizes the new reign of collaboration in OPM — where powerhouses unite not for control, but for creation.

For indeed, this isn’t just a partnership — but it’s a movement for OPM as it continues to make its way worldwide. And it’s only just beginning.

_{Photographed by Kim Santos (Roxy) and Belg Belgica (AGV & MMD). Creative & Art Direction by Nicole Almero. Photos edited by Easel Manes. Styling by Roxy Liquigan. Styling by Aldrin Ramos assisted by Ricar Liphad & MC Domiquil (AGV & MMD). Hair & Grooming by Cats Del Rosario (Roxy). Makeup by Aira Castor of Cee Studios (AGV). Hair by Marc Lister Nicolas of Ceestudios (AGV). Makeup by Mila Gulfan (MMD). Hair by Nelly Seboy (MMD). Production Design by Migs Alcid of Studio Tatin. Photography assisted by Robyn Josue. Produced by Mika Cruz. Story by Gabriel Saulog.}

_{Shot at ABSCBN Music Lounge & Beyond Concepts Studio.}

_{Special Thanks to ABS-CBN and GMA.}