In the world of music, building the right relationships is just as important as building the right sound. That’s where our Sales and A&R teams come in. At Symphonic, these team members are dedicated to discovering talent, expanding opportunities, and helping artists reach new markets around the globe. In this spotlight, we’re highlighting one of the key players behind our global expansion efforts, Guji Lorenzana, our Asia Territory Manager for A&R and Business Development. 🌏🎶 Get to know him right here…
Meet Our Team: Guji Lorenzana
📲 IG: @gujilorenzana
What do you look for when signing new artists to Symphonic? / What genre do you focus on?
“I look for artists who are self-driven, culturally aware, and deeply engaged with their audience. The ones who know how to connect with fans, online and offline, stand out. It’s less about a specific genre and more about authenticity, vision, and consistency. Since I oversee Asia, I naturally gravitate toward artists who can connect within the region but have global potential, whether that’s indie pop, R&B, hip-hop, or genre-bending acts shaping the sound of Asia. I’m focused on long-term development and artists who want to build something sustainable.”
What’s one service or tool at Symphonic that you think more artists should take advantage of?
“It’s hard to pick just one, but if I had to highlight two tools that I think are game-changers, especially for indie labels and artists trying to level up, it would be the recoupment feature with SplitShare and the TransferTrack tool.”
“The recoupment feature allows you to set up splits with collaborators but hold payouts until your investment (like marketing or production costs) is recouped. Once those costs are covered, revenue automatically gets shared according to the agreed splits. It’s clean, automated, and super professional, and most importantly, it helps you run your music operation like a real business, not just a passion project. I’m a big believer that Symphonic helps you tackle your business like it should be run.”
“The TransferTrack tool is also unique and user-friendly. It makes moving the catalog between distributors seamless and keeps metadata and play counts intact. For anyone looking to switch to Symphonic without losing traction, this tool makes a huge difference. All you need is a simple Spotify profile link!”
“These features really reflect how we at Symphonic are building tools not just for music delivery, but for a label or artists’ career and business development.”
When talking to artists, what’s something you encourage them to prioritize for long-term success?
“I tell artists to build relationships, not just with fans, but with collaborators, creatives, and even industry folks. Community wins long term. Sometimes, that’s more important than chasing a hit. Stay consistent with releases, engage with fans, and study your data. Know who your listeners are and talk to them, not at them.”
What’s a common mistake you see artists or labels make when trying to grow their audience?
“Thinking distribution alone equals discovery… It doesn’t. Artists often overlook engagement and branding, and don’t spend enough time understanding their analytics or planning campaigns. Also, not being responsive or proactive with metadata and release planning hurts their chances more than they realize.”
What’s one trend you’re seeing in the industry that artists should be paying attention to right now?
“Particularly in Asia-Pacific, local is going global. We’re seeing regional music, especially from Asia, find audiences worldwide. Artists who collaborate across markets, experiment with bilingual releases, or embrace short-form content with a strong identity are building real traction. Lean into your roots.”
What’s been the most rewarding part of working with independent artists at Symphonic?
“Helping artists from emerging markets break through. It’s rewarding to see someone who was overlooked suddenly get playlisted or noticed, and know we played a role in that. I love that we’re not just a distributor, we’re a partner. Seeing our clients evolve into global players, while still owning their rights and story, is the most fulfilling part.”
What advice would you give an artist who’s just starting to think seriously about their music?
“Know your ‘why’. Before worrying about streams or virality, ask yourself why you’re doing this and what message you want to share. Then, build smart: learn your tools, protect your rights, and grow an audience that resonates with your identity, not just your sound.”
Who are you listening to/loving right now?
“I’ve been listening to quite a few of our clients lately. Each one brings something unique to the table that excites me…”
“Daboyway is always top of mind for me. He’s a veteran in the game, but what I admire most is how he’s managed to stay culturally relevant and constantly evolve, blending Western and Asian hip-hop sensibilities in a way that resonates across markets.”
“Ysabelle has this emotional depth and vocal purity that makes every track feel personal. She really understands how to connect with her audience on a very human level, which is something I always look for. Above Velvet Air are masters of crafting lush, cinematic soundscapes. They’ve carved out a unique identity and are doing it on their own terms, which I respect a lot.”
“SherryZ, hailing from Taiwan, is an emerging force with a rawness and edge that cuts through. Her debut album Time is a testament to her versatility, blending classic R&B with modern experimental touches. I believe she has real potential to stand out both locally and internationally.”
“Tash has been impressive. She’s laser-focused on her rollout strategy, releases consistently, and clearly understands the importance of branding and fan engagement. Her work ethic is next-level. And Novocrane is exciting too. They’re genre-bending and forward-thinking, with that alternative polish that hints at real global potential.”
“Harryan Yoonsoan is carving out their own lane in Korea’s acoustic-pop scene, and XTIE is one of the most promising DIY pop artists in Hong Kong. She’s got the production chops, the visuals, and the strategy to back it all up…”
“These artists aren’t just making good music, they’re intentional about their identity and direction.”
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It’s time to take your music career to the next level… and we can help you get there.
Here at Symphonic, we pride ourselves on providing established and thriving artists, record labels, managers, and distributors with the team, music marketing, and business intelligence they need to grow revenue and brand awareness through music promotion and distribution to over 200+ digital music stores and streaming services.
Whether you’re just starting out or an established act, we have a plan tailored to your specific needs. Click the links below to check out our two available plans for artists at each level below…
Starter 🤝 Partner
