Viva upbeat for Via

MANILA, Philippines — The idea of launching a pop singer still in her early days as teenager may sound premature. Unless, it is done with a plan.  

Viva Records signed 13-year old Via Ortega late last year for a good vision: To develop her as a future first-rate performer in the mold of Sarah Geronimo and Nadine Lustre, who unsurprisingly are both her idols. It is a move embracing the value of artist development, and a strategy that molds a talent in the public eye until breakout point. 

Thus, when members of the media were recently invited to a gathering to particularly see a glimpse of the singer who already belongs to Generation Z, the pool might have sensed a future star in their midst.

“Katulad ko nagsimula rin po sa pagiging beginner ang mga idols ko,” said Via in her young view of what’s going on. “My idols inspire me to work and to be at my best.” 

She performed for the press her debut single, Paghanga, described as a feel-good bubblegum pop song about the fleeting feeling of teenage crushes. The track, written by her fellow Viva artist Ruth Anna Mendoza and released in digital format, is a piece many people her age should relate to. Oh, and the millennials have suddenly become members of an older generation. 

Via, who also dances with much gusto, obviously understands the protagonist in the song, saying, “It’s about a girl who can’t express her feelings to the person she likes.”

Lyrically, one can attest to the song’s current take on a teenage life. Part of it goes: “Lahat na lang sinusundan ko/Mapa-Facebook, YouTube, at Soundcloud mo/Pati na ring tone ko panay boses mo.” 

According to insiders, Viva believes that Via “is an artist to look out for.” It is convinced she has “a real knack for performing.” Small wonder the company has been assisting her to further hone her skills by way of workshops. 

In fairness with this teen talent, who has some resemblance to Sarah G., she’s trained to be a pop singer since age three, especially being under the baton of Vehnee Saturno. She was once cast as the lead character in a school musical called Fina and the Vitas. 

Letting her thoughts shared, Via expressed she’s eager to learn more about the ins and outs of the industry. “I think I just need to go with the flow and step by step lang,” she related. 

Veteran tabloid reporter Mercy Lejarde was instrumental in Via getting signed. Certainly, she sees the promise of a young talent willing to go through the process. Besides, developing new artists is no longer the norm these days. Investors more or less simply tap the latest viral persona, with or without real talent, for quick bucks. It is a welcome change or salute to the days when artists are born and found shining in small bars and remote places, not on gimmicky videos spread through fingertips.