Whether Jayda Avanzado becomes the next major name in the Viva roster remains to be seen, but the groundwork, quietly laid over the past decade, is now taking shape in full view.
Viva Entertainment’s decision to bring Jayda into its fold may seem like another talent acquisition on paper, but the level of executive attention it received suggests otherwise.
The young star, daughter of seasoned Original Pinoy Music (OPM) singers Jessa Zaragoza and Dingdong Avanzado, was formally introduced under the Viva banner with the rare presence of Boss Vic del Rosario and his children—Vincent, Veronique, and Val—at the press launch.
Del Rosario admitted he had been eyeing Jayda as early as age nine.
“I waited twelve years for this,” he said, referencing her early performances and citing parallels with past Viva stars like Sharon Cuneta, Donna Cruz, Regine Velasquez, and Sarah Geronimo.
Viva sees long-term potential in Jayda, not just in music, as they envision her as a multimedia artist positioned for endorsements, acting roles, and hosting duties.
“I think she’ll be a big multimedia star,” Boss Vic said. “We have plans for her as an actress, a host everything. And she’ll probably get a lot of endorsements in the future.”
Jayda, now 22, acknowledged the moment as the result of a long lead-up.
“Honestly, I feel nothing but gratitude, especially since I heard that Boss Vic doesn’t usually attend this kind of press conference,” she said. “Even at this early stage, I want to thank you for the trust you’re giving me. I want to do my best to make you guys proud.”
She also revealed that the partnership has been in quiet development for years.
“If you only knew, guys, this has been a long time in the making—ever since I was nine years old, and now I’m 22,” she said. “The circumstances finally aligned, and this deal has been months in the making.”
Asked why she moved to Viva, Jayda said, “Of course, where else would I go? Their field of expertise in both music and acting is unmatched. I think I’m at a point in my career where I’ve been so privileged to work with amazing people. And for this to finally come together here at Viva, I’m really excited to learn.”
Jayda kept details of upcoming projects vague but said, “I can’t reveal too much, but I’m really excited about the adaptations—young adult series, Wattpad adaptations.”
