Even in his youth, John Rey Malto knew he wanted to build a career in the creative field.
The talent manager says he’s moved by the stories of aspiring artists, and often signs those whose journeys feel relatable and inspiring. PHOTOS COURTESY OF JOHN REY MALTO
He gravitated toward television production, songwriting, and photography, and took on freelance research and writing gigs to support himself. Entertainment had always drawn him in — not just for the glitz but for the stories and people behind it.
“People often think of talent managers as being extremely wealthy. While major projects will make you such, there are others like myself who simply want to help artists, particularly those who have been rejected. They eventually become my family. And I always want to keep them safe, especially in our industry,” he shared.
The talent manager says he’s moved by the stories of aspiring artists, and often signs those whose journeys feel relatable and inspiring. PHOTOS COURTESY OF JOHN REY MALTO
His defining moment came during a festival in Abra, Cordillera Administrative Region, where he met actor Rolando Inocencio and documentary director Dexter Macaraeg. Inocencio, upon learning that Malto was managing talents in Baguio and La Union, urged him to explore bigger opportunities. Their encouragement led him to take a leap of faith.
Relocating to the metro opened more doors. Beyond managing talents, Malto ventured into songwriting and event planning. Even during the pandemic in 2020, he remained active — supporting his artists and expanding into advertising to promote both his talents and his own work.
The talent manager says he’s moved by the stories of aspiring artists, and often signs those whose journeys feel relatable and inspiring. PHOTOS COURTESY OF JOHN REY MALTO
Many of the artists he now manages have been featured on ABS-CBN shows. Under the mentorship of Luis Yu, ABS-CBN’s Head of Research and Contestant Coordinator, Malto guided singers through competitions like “Tawag ng Tanghalan,” “The Voice Kids,” “It’s Showtime,” and “Idol Philippines,” along with the beloved children’s show “Goin’ Bulilit.” Among his protégés are Shyr Balagtas, Kristel Millado, Ma. Cristel Antibo, Anastasia Jardeliza, Euriz Sagum, Miriel Rexie Ramilo, and Maricar Aragon.
He has assisted various GMA Network talents on the Kapuso channel. In addition, he discovered Liana Mae and Monaliza El Hallani, whom he presented to the GMA Artist Center, now known as Sparkle GMA Artist Center, via their talent scout, Patrick Tugade.
His talent network also extends to GMA Network. He discovered Liana Mae and Monaliza El Hallani, whom he introduced to the GMA Artist Center — now Sparkle GMA Artist Center — through talent scout Patrick Tugade. His current roster includes Joice Espinoza, Princess Imperial, Hafsa Isra, Riley Jabido, Rumi Kierra, Shanicka Arganda, and many more.
“The stories of these talented individuals always move me. If a talent approaches me and recounts his or her story, and I am drawn to the story, I will immediately sign them up. I feel the audience is now looking for someone whose story is relatable and inspiring to them,” he said.
Today, Malto continues to shape the future of Philippine entertainment as one of Viva Entertainment’s talent scouts for “Artista Academy,” an upcoming reality show airing on the Kapatid Network (TV5). For him, it’s always been about discovering hidden gems and nurturing them to shine.
But Malto also stresses that talent isn’t enough.
“I always tell my artists: education is essential. It’s not enough to be gifted — you must be knowledgeable. This industry is highly competitive. Patience and persistence are key.”
“And above all, never give up on your dreams,” he ended.
Be the first to comment