Kroma Entertainment CEO Ian Monsod is proud to run a traditional company pursuing innovation. Appearing on Daily Tribune's online show Gising Na!, Monsod talked about gathering the entertainment biz's biggest names and why "tradigital" could be the next big thing.

Daily Tribune (DT): What is a tradigital entertainment company? When was Kroma Entertainment launched?
Ian Monsod (IM): We are a new company. We were launched only in April this year. Kroma is a new tradigital company aimed to revolutionize the entertainment industry.

As a tradigital company, we bring together passionate content creators, the best talents, with innovative technology to produce engaging entertainment to the Filipino audience. We bring innovation in the digital part.

DT: What kind of production is Kroma involved in?
IM: Kroma has LiveMNL, a full-service activation agency that mounts world-class events and productions. We also have our film production Anima that is involved with films like On the Job that was recently nominated for the Emmys. We have Secret Menu, a creative production company. Kroma also has Paradise Rising, our music label in cooperation with 88Rising.

We have publications, too, such as our online magazines WonderMag and FreebieMNL. In addition, we have the Anima Podcasts, the talent agency Nyma, and the PIE channel in cooperation with ABS-CBN. It's a full day broadcast channel that introduces interactivity, integrated into its programming, whether it be game shows, talent shows. The audience can participate and win prizes.
For me, that is the biggest form of TraDigital — traditionals and broadcasting — and putting digital or the interactive element into it.

DT: Tell us more about the Head in the Clouds Music and Arts Festival.
IM: 88Rising and its globally recognized Head in the Clouds Music and Arts Festival kicked off in California, at the Rose Bowl. It has been dubbed as the Asian Coachella.
HITC the first festival of its kind, devoted to celebrating Asian artists from around the world. It is very successful actually in putting Asian pop culture into the forefront of western pop culture.

As much as we aspire to take Filipino creativity to the global stage, we also want to bring the best experiences to the Philippines so it made sense to partner with 88Rising to bring their festival here.

DT: How did you meet the challenge of putting various big Asian talents together?
IM: With the demand of ongoing global concerts, everyone wants to watch concerts again especially for Asian artists. It's not without challenges, but with 88Rising which spent most of this year preparing for HITC, they had their lineup in California and then they brought it to Jakarta last week. We've been collaborating with them in building the roster for these Asian talents to be performing here.

HITC happens on 9 to 10 December at SM Festival Grounds Parañaque City. Day one performers include Jinxzhou, Adawa, Zack Tabudlo, Stephanie Poetri, Manila Grey, Atarashii Gakko!, SB19, Manila Killa, Warren Hue, Milli, Yoasobi, Jessi, Rich Brian, Joji, and Jackson Wang. Meanwhile, day two performers include DJ E-Man, Denise Julia, Spence Lee, Guapdad 4000, Akini Jing, Elephante, Ylona Garcia, August 08, Bibi, Eaj, Zedd, and Niki.