Life Behind the Scenes With Live Nation Philippines’ Rhiza Pascua | ABS-CBN
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Life Behind the Scenes With Live Nation Philippines’ Rhiza Pascua
Life Behind the Scenes With Live Nation Philippines’ Rhiza Pascua
Grace Diez
Published Apr 28, 2025 08:00 PM PHT
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Updated Apr 29, 2025 08:55 AM PHT
With an overwhelming buzz of activities going on when mounting a live concert production, there is also a colorful background and many surprising things about the life of Rhiza Pascua, the Managing Director of Live Nation Philippines.
With an overwhelming buzz of activities going on when mounting a live concert production, there is also a colorful background and many surprising things about the life of Rhiza Pascua, the Managing Director of Live Nation Philippines.
To fandoms, avid concertgoers, and music enthusiasts, Live Nation Philippines is synonymous with memorable concert experiences with the biggest music acts on the planet like Madonna, U2, Bruno Mars, BLACKPINK, Coldplay, Olivia Rodrigo, The 1975, and, just recently, J-Hope of the legendary global supergroup BTS.
To fandoms, avid concertgoers, and music enthusiasts, Live Nation Philippines is synonymous with memorable concert experiences with the biggest music acts on the planet like Madonna, U2, Bruno Mars, BLACKPINK, Coldplay, Olivia Rodrigo, The 1975, and, just recently, J-Hope of the legendary global supergroup BTS.
Behind the rise in the live entertainment industry is a story of hard work, faith, and passion for the job. It was also about gaining the trust not just of the artists but also of the millions of concertgoers expecting an experience of a lifetime. Rhiza, who has been in this business for 27 years, carries this story.
Behind the rise in the live entertainment industry is a story of hard work, faith, and passion for the job. It was also about gaining the trust not just of the artists but also of the millions of concertgoers expecting an experience of a lifetime. Rhiza, who has been in this business for 27 years, carries this story.
Live Nation Philippines' Rhiza Pascua | Photo by Ria Regino
Live Nation Philippines' Rhiza Pascua | Photo by Ria ReginoThe pre-show life
As someone who migrated to and grew up in Los Angeles, California, Rhiza led a charmed regular life. Her teenage years were spent loving music and watching concerts.
As someone who migrated to and grew up in Los Angeles, California, Rhiza led a charmed regular life. Her teenage years were spent loving music and watching concerts.
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“LA was a place where concerts were very accessible. So in high school, I watched Depeche Mode, Duran Duran, Spandau Ballet, and Madonna. Madonna was my ultimate favorite. So I would fly to Chicago, meet a friend, and then we would watch Madonna,” she told Metro.Style.
“LA was a place where concerts were very accessible. So in high school, I watched Depeche Mode, Duran Duran, Spandau Ballet, and Madonna. Madonna was my ultimate favorite. So I would fly to Chicago, meet a friend, and then we would watch Madonna,” she told Metro.Style.
It was a manifestation of what her future would become, but before everything else, one of the little-known interesting facts about Rhiza is that she also spent some time in law school.
It was a manifestation of what her future would become, but before everything else, one of the little-known interesting facts about Rhiza is that she also spent some time in law school.
“I was in law school. So, law school is very difficult. It's a tedious thing to do. I don't know why I went to law school, but I was there, and we had no breaks. But the very little time that I can do things, I would do events,” she began.
“I was in law school. So, law school is very difficult. It's a tedious thing to do. I don't know why I went to law school, but I was there, and we had no breaks. But the very little time that I can do things, I would do events,” she began.
She and her husband started a family at a young age, and so it was difficult to make ends meet and balance their responsibilities.
She and her husband started a family at a young age, and so it was difficult to make ends meet and balance their responsibilities.
“I wasn’t getting any income, and we were living off one income. That was my husband’s income, and I was a stay-at-home mom during the day. I would take [the kids] to school and pick them up. They were from different schools. And when they got home, I would give them their homework. While they were doing their homework, I would cook dinner. While I was cooking dinner, that was when I would make phone calls for my shows,” she recalled.
“I wasn’t getting any income, and we were living off one income. That was my husband’s income, and I was a stay-at-home mom during the day. I would take [the kids] to school and pick them up. They were from different schools. And when they got home, I would give them their homework. While they were doing their homework, I would cook dinner. While I was cooking dinner, that was when I would make phone calls for my shows,” she recalled.
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While juggling motherhood and law school, she would do events for a dot-com company. “At that time, people didn’t know much about dot-coms, going online, and the Internet, so companies were willing to pay a lot. What they did was they hired me to do their events, so we would do concerts. We did Ricky Martin. This was during the time of Britney Spears, Backstreet Boys, and NSYNC. We would do [shows] for a lot of dot-coms. After they got big, they didn’t need me anymore, so the artists would call me and ask for gigs, but I couldn’t give them any gigs anymore. So the managers and the agents told me, ‘Why don’t you have your own territory instead?’ And I thought, ‘You know, I’m Filipino, so let me try doing this in the Philippines.’ And the rest is history,” Rhiza said, as she walked down memory lane.
While juggling motherhood and law school, she would do events for a dot-com company. “At that time, people didn’t know much about dot-coms, going online, and the Internet, so companies were willing to pay a lot. What they did was they hired me to do their events, so we would do concerts. We did Ricky Martin. This was during the time of Britney Spears, Backstreet Boys, and NSYNC. We would do [shows] for a lot of dot-coms. After they got big, they didn’t need me anymore, so the artists would call me and ask for gigs, but I couldn’t give them any gigs anymore. So the managers and the agents told me, ‘Why don’t you have your own territory instead?’ And I thought, ‘You know, I’m Filipino, so let me try doing this in the Philippines.’ And the rest is history,” Rhiza said, as she walked down memory lane.
Asked what makes her proud as a woman in her industry, she pondered a bit and gave a meaningful answer.
Asked what makes her proud as a woman in her industry, she pondered a bit and gave a meaningful answer.
“I'm most proud that I was able to balance. I was able to achieve a harmonious state of physical balance between growing my business because my business really started small, and I started when I was a housewife,” she declared.
“I'm most proud that I was able to balance. I was able to achieve a harmonious state of physical balance between growing my business because my business really started small, and I started when I was a housewife,” she declared.
Photo by Ria Regino
Photo by Ria ReginoFrom MMI to Live Nation Philippines
From a concertgoer in her teens, Rhiza successfully, without really meaning to, turned her passion for music into career-defining work.
From a concertgoer in her teens, Rhiza successfully, without really meaning to, turned her passion for music into career-defining work.
After deciding to bring international artists to Manila as a concert organizer and establishing MMI (Music Management International), the shows kept getting bigger and more ambitious. Rhiza’s team also brought the likes of James Ingram, Mariah Carey, Christina Aguilera, Il Divo, Josh Groban, Maroon 5, Dua Lipa, LANY, and One Direction.
After deciding to bring international artists to Manila as a concert organizer and establishing MMI (Music Management International), the shows kept getting bigger and more ambitious. Rhiza’s team also brought the likes of James Ingram, Mariah Carey, Christina Aguilera, Il Divo, Josh Groban, Maroon 5, Dua Lipa, LANY, and One Direction.
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MMI’s track record in mounting these huge concert events in the Philippines attracted the attention of the leading global live entertainment company Live Nation. In 2022, Live Nation announced the acquisition of MMI, with Rhiza appointed as Managing Director.
MMI’s track record in mounting these huge concert events in the Philippines attracted the attention of the leading global live entertainment company Live Nation. In 2022, Live Nation announced the acquisition of MMI, with Rhiza appointed as Managing Director.
During her time with MMI, Rhiza led the team’s shift of promotional strategies from traditional marketing to digital. This was the case in their concert promotions of Ed Sheeran, One Direction, and The 1975 where announcements were made through Twitter (now X).
During her time with MMI, Rhiza led the team’s shift of promotional strategies from traditional marketing to digital. This was the case in their concert promotions of Ed Sheeran, One Direction, and The 1975 where announcements were made through Twitter (now X).
“I think that's one of the responsibilities or duties of a managing director—strategy, or thinking of strategic ways to grow the company. [Also] finding revenue streams frequently and consistently. Right now, I just close the deals. Once the shows are confirmed, I pass them on. I go to the project manager, and he takes over, and then I move on to my next transaction,” she explained the process of her team that operates like a well-oiled machine.
“I think that's one of the responsibilities or duties of a managing director—strategy, or thinking of strategic ways to grow the company. [Also] finding revenue streams frequently and consistently. Right now, I just close the deals. Once the shows are confirmed, I pass them on. I go to the project manager, and he takes over, and then I move on to my next transaction,” she explained the process of her team that operates like a well-oiled machine.
Photo by Ria Regino
Photo by Ria ReginoLeading and learning
It’s not easy taking on Rhiza’s job. It entails a serious balancing act of internal and external factors. At the core of it all, Rhiza quipped, “I just know that I have to be a good leader.”
It’s not easy taking on Rhiza’s job. It entails a serious balancing act of internal and external factors. At the core of it all, Rhiza quipped, “I just know that I have to be a good leader.”
But being a good leader doesn’t mean having control over everything—that, she said, is the common misconception about her role in the company. Final ticket prices, for example, are beyond her authority. Misconceptions aside, Rhiza said ticket selling is one of the important concerns they continue to face. “This issue breaks my heart—that’s why I have to bring it up. There are two problems with ticketing: there are scalpers and scammers. As you know, our tickets disappear, usually in an hour or two, or even within 30 minutes. We put a cap on how many one person can purchase. That’s equivalent to one email if it’s an online purchase. SM is very helpful and cooperative about this. They were able to trace 1,000 tickets coming from one IP address. Gumagawa talaga ng way iyong mga scalpers and then they sell it,” Rhiza revealed.
But being a good leader doesn’t mean having control over everything—that, she said, is the common misconception about her role in the company. Final ticket prices, for example, are beyond her authority. Misconceptions aside, Rhiza said ticket selling is one of the important concerns they continue to face. “This issue breaks my heart—that’s why I have to bring it up. There are two problems with ticketing: there are scalpers and scammers. As you know, our tickets disappear, usually in an hour or two, or even within 30 minutes. We put a cap on how many one person can purchase. That’s equivalent to one email if it’s an online purchase. SM is very helpful and cooperative about this. They were able to trace 1,000 tickets coming from one IP address. Gumagawa talaga ng way iyong mga scalpers and then they sell it,” Rhiza revealed.
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“Scammers are more nakakagigil,” she bluntly continued. “They sell tickets that don't exist.” A painful experience for the fans, Rhiza said it also breaks her heart. They are in the business of creating memories, after all—hopefully beautiful and not painful ones.
“Scammers are more nakakagigil,” she bluntly continued. “They sell tickets that don't exist.” A painful experience for the fans, Rhiza said it also breaks her heart. They are in the business of creating memories, after all—hopefully beautiful and not painful ones.
What’s one thing she learned from her job? “Not to worry about things that you can’t control,” the lady boss declared. She said her attitude towards challenges at work changed from worrying too much to learning the art of letting go.
What’s one thing she learned from her job? “Not to worry about things that you can’t control,” the lady boss declared. She said her attitude towards challenges at work changed from worrying too much to learning the art of letting go.
“Our team is really good. There are times when I have an important meeting and I can't make it to the show. But there are shows that I cannot miss. I don't worry anymore. I don't pressure myself anymore. Not when it’s like a major problem or they'd say the show will be canceled—that's when you step in. But most of the time, they're okay,” she remarked.
“Our team is really good. There are times when I have an important meeting and I can't make it to the show. But there are shows that I cannot miss. I don't worry anymore. I don't pressure myself anymore. Not when it’s like a major problem or they'd say the show will be canceled—that's when you step in. But most of the time, they're okay,” she remarked.
But Rhiza also learned self-control to avoid certain problems. “Don't overshare because privacy is power. People can't ruin what they don't know, right? In this industry, I think confidentiality is required,” she said.
But Rhiza also learned self-control to avoid certain problems. “Don't overshare because privacy is power. People can't ruin what they don't know, right? In this industry, I think confidentiality is required,” she said.
Photo by Ria Regino
Photo by Ria ReginoFaith and the future
These days, investing in the team’s enduring success, Rhiza is working on her dream of doing shows for OPM acts. They’ve had tremendous success with the reunion concert of iconic Pinoy band Rivermaya as their first project, and they’re set to do another one with P-POP sensation SB19.
These days, investing in the team’s enduring success, Rhiza is working on her dream of doing shows for OPM acts. They’ve had tremendous success with the reunion concert of iconic Pinoy band Rivermaya as their first project, and they’re set to do another one with P-POP sensation SB19.
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“It's so much fun when you start doing OPM because you impart your style, knowledge, and experience doing foreign acts. The good thing about it, or the exciting part about it, is that we're applying what we learned from foreign artists,” Rhiza happily shared.
“It's so much fun when you start doing OPM because you impart your style, knowledge, and experience doing foreign acts. The good thing about it, or the exciting part about it, is that we're applying what we learned from foreign artists,” Rhiza happily shared.
Her daughter, Isabella “Bey” Pascua, is also pursuing a career as a singer and works as Operations Manager of Live Nation Philippines at the same time. Rhiza, as a mom and an industry veteran, has been training Bey, teaching her what she’s learned and letting her learn the ropes of the business.
Her daughter, Isabella “Bey” Pascua, is also pursuing a career as a singer and works as Operations Manager of Live Nation Philippines at the same time. Rhiza, as a mom and an industry veteran, has been training Bey, teaching her what she’s learned and letting her learn the ropes of the business.
“I've taught her not to overshare. She's been familiar with what I do and the things that I go through since she was little. So, ever since she was 10 years old, I promised her that she would take over the company when she's ready. I taught her to respect everyone—our partners, colleagues, partners, friends, and of course, families. I always tell her, the calmer you are, the clearer you will think. First, you have to decide if this is within your realm or if this is beyond your control. If it's beyond your control, let's just pray. No point in stressing yourself out. If you can do something about it, okay, let's sit down and figure things out, but you have to be calm. Like what they said, you can't decide when you're emotional, when you're happy, or too angry, right? Because you end up making the wrong decisions. Because whatever I do, it trickles, and the energy is absorbed. I don't want that,” the mom-entrepreneur explained.
“I've taught her not to overshare. She's been familiar with what I do and the things that I go through since she was little. So, ever since she was 10 years old, I promised her that she would take over the company when she's ready. I taught her to respect everyone—our partners, colleagues, partners, friends, and of course, families. I always tell her, the calmer you are, the clearer you will think. First, you have to decide if this is within your realm or if this is beyond your control. If it's beyond your control, let's just pray. No point in stressing yourself out. If you can do something about it, okay, let's sit down and figure things out, but you have to be calm. Like what they said, you can't decide when you're emotional, when you're happy, or too angry, right? Because you end up making the wrong decisions. Because whatever I do, it trickles, and the energy is absorbed. I don't want that,” the mom-entrepreneur explained.
Though she’s the embodiment of an empowered corporate woman, she’s also hands-on at home and at work.
Though she’s the embodiment of an empowered corporate woman, she’s also hands-on at home and at work.
Sharing her typical morning routine, Rhiza said, “I wake up, I pray, I do a little exercise, and then I make phone calls… I teach my kids that the early bird catches the worm.”
Sharing her typical morning routine, Rhiza said, “I wake up, I pray, I do a little exercise, and then I make phone calls… I teach my kids that the early bird catches the worm.”
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Beyond her work, there is an aspect of Rhiza Pascua’s life that keeps her grounded: it’s her strong relationship with God.
Beyond her work, there is an aspect of Rhiza Pascua’s life that keeps her grounded: it’s her strong relationship with God.
“I'm very religious. So that comes hand in hand with the things I do outside of Live Nation. We have a feeding program, and we go to recollections. My dream actually is, when I'm not doing this anymore, I want to do missionary work. I just want to speak about my faith because I do that in Italy. I usually go to the retreats of the children of the OFWs in Italy. I speak to the children about how important their faith should be. And if they want to change their fate, they should be ready to do well in school. It starts there. That should be told to them by their parents. It starts at home, really. Your faith in God plays a big role in that. So I always have to remind them to pray and to go to confession regularly,” she shared. She finds solace and respite in her faith when the going gets tough.
“I'm very religious. So that comes hand in hand with the things I do outside of Live Nation. We have a feeding program, and we go to recollections. My dream actually is, when I'm not doing this anymore, I want to do missionary work. I just want to speak about my faith because I do that in Italy. I usually go to the retreats of the children of the OFWs in Italy. I speak to the children about how important their faith should be. And if they want to change their fate, they should be ready to do well in school. It starts there. That should be told to them by their parents. It starts at home, really. Your faith in God plays a big role in that. So I always have to remind them to pray and to go to confession regularly,” she shared. She finds solace and respite in her faith when the going gets tough.
As Rhiza dreams of bigger and brighter things for the future of Live Nation Philippines—owning a venue, having a ticketing company, and eventually, working with her favorite group BTS—she humbly stays in faith, entrusting everything to their teamwork and letting God work his will to make their dream work.
As Rhiza dreams of bigger and brighter things for the future of Live Nation Philippines—owning a venue, having a ticketing company, and eventually, working with her favorite group BTS—she humbly stays in faith, entrusting everything to their teamwork and letting God work his will to make their dream work.
Photo by Ria Regino
Photo by Ria ReginoRead more stories of inspiring women below:
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