Jigger Divina shares his Perspective as a Music Label Owner for 21 Years

From one event to a full-blown company

This light-bulb moment led him to his first event—and eventually the core building block of Locked Down Entertainment—aptly called ‘Jigger presents Locked Down’ on February 1, 2002. “We got all the local hip-hop acts that time, and that night was a success. After that, ang tanong nila was, ‘Kailan ang next Locked Down?” (After that, people asked me, ‘When is the next Locked Down?’)

So this one hip-hop night turned to many and evolved until eventually, the artists that were present during that event expressed their intent to be managed by Jigger. Sun Valley Crew, a hip-hop act from Southern Metro Manila, was one of Locked Down’s first artists.

“Sun Valley Crew (SVC) was part of another label before, but when it was time to launch their third album, they wanted to release it independently instead.” Jigger shared. “When Raymund Marasigan, Buddy Zabala, and Mong Alcaraz joined SVC, that’s where we transitioned from hip-hop to including other genres like electro, and bands in general.”

From there, Locked Down Entertainment went from a hip-hop events company promoting hip-hop artists to a full-fledged music company that hosts events, manages artists, publishes music, and beyond.

“I want us to meet halfway because it’s a partnership.. I also want them (the artists) to be proud of their work.”

But while he takes this kind of approach, make no mistake. When it comes to songwriting and creating music videos, Locked Down doesn’t skimp on guiding its artists to the fullest.

“With our process [at Locked Down] we don’t promote Locked Down, but we promote the artists. When writing songs, I leave it up to them [the artists] so their honest craft shines through. Then, I’ll just give them my input. I also check up on them and ask how they are doing with the songwriting, just so they know that I’m there whenever they need me. Even for music videos, I want us to meet halfway because it’s a partnership. For example, I can present them with ideas for a concept, but if they tell me that my ideas don’t align with their image, it’s okay. We’ll think of something else. I also want them (the artists) to be proud of their work,” he shared.

And while all partnerships can sail smoothly even in the roughest seas, breakups are still bound to happen. When asked if there was a time when breakups happened in Locked Down’s partnerships, “There wasn’t any time when we had a bad breakup with any past Locked Down artist.” Jigger humbly shared.

However, he reiterated the importance of letting artists grow in the process. “If creative differences happen, let them free because it is also the artist’s growth. Though, it’s still a breakup, and it’s still a sad moment. More on sayang lang (it’s too bad), because they want a new direction or maybe they have a different pace from where you are.”

Jigger also shared the time that he had to part ways with an act, as he had pressing priorities to focus on, particularly when his child was born. “Hindi ako makasabay sa kanila. I had to let go kasi na-hoholdback sila dahil sa akin.” (I could not keep up with them so I had to let them go because I was holding them back)

As much as breakups in this tight-knit space are melancholic, Jigger emphasized that every past partnership was in good faith. “If you were a part of Locked Down, it means I love your music.”

“Not everything is going to happen overnight and this goes for gigs, shows, etc. Managers can only help artists achieve their goals faster.”

“That’s their business model. If the artist is willing to work with the label’s conditions, there shouldn’t be any problem. And in today’s day and age, everything can be negotiated. The agreement should be clear from the start. For example, if the agreement talks about a rebrand of the artist at any point [of their career] and they signed, then they agree to do it. Record labels will give you money, they can own your masters, and all that. However, all of that can be negotiated and it’s really up to the artist. At the end of the day, it’s still business. If they give you money, then you need to work.”

On the role of managers in a musician’s career, Jigger clarified that managers are not miracle workers. “If they [artists] look for management, it doesn’t mean that the manager will do all their work. Not everything is going to happen overnight and this goes for gigs, shows, etc. Managers can only help artists achieve their goals faster.”