From rehearsal room to ecosystem: Fire and Ice builds artist continuity

When Fire and Ice Entertainment formally launched its five-brand expansion on 5 February in Noctos Bar, Quezon City, the headlines focused on scale — concerts, films, EPs, theater and consultancy projects mapped out through 2026. But the announcement simply formalized a setup that had already been running in practice.

According to Ice Seguerra, Chief Creative Officer (CCO) of Fire and Ice Entertainment, it all began with a rehearsal space.

“Kailangan namin ng espasyo (to practice),” he said. “From just me — una akong nagre-rehearsals with Sir Noel Cabangon — and now we’re also partnering with PETA for their other studios.”

Over time, that space “became a home for artists we admire… who needed a place where they could rehearse long hours, feel comfortable, supported, and taken care of.”

The focus, he said, was clear from the start: “Isa lang naman talaga yung focus namin — to give the artists the best possible experience while they’re doing it.”

That approach now has formal structure. The company operates under five divisions: Fire and Ice LIVE!, Music, Studios, Media and Consultancy.

For CEO Liza Diño, the expansion is a response to how unstable creative work can be.

“Fire and Ice Entertainment was built on the belief that artists and ideas deserve long-term support — not just one-off projects,” she said. “By formally launching these five brands, we are putting structure behind a vision that allows creativity to thrive across live performance, music, screen, theater, and cultural development.”

The calendar is packed. Fire and Ice LIVE! mounts “Being Ice: Live!” on 27 February at the New Frontier Theater, followed by “Love, Sessionistas” on 18 April, “Sittiscape: The City of Bossa” on 17 May, and “Divine Divas: Divine Rules the World” on 31 May. An international tour for “Being Ice” is also in the works.

Beyond the live stage, the company is moving on multiple fronts. Fire and Ice Music is releasing EPs including “Tamang Panahon,” “Always You,” “Divine Rules The World,” and “Still Here.”

The expansion also extends into film and policy work. Fire and Ice Media is developing projects such as “Aid,” “Karaoke News,” “Funeral Flowers,” and “Island Girl,” along with the reality series “Never The Bride.” Consultancy initiatives include support for UNESCO Creative City applications and QCinema Industry 2026.

For Ice, all of these efforts point to the same priority. “At the heart of Fire and Ice is the artist. Everything we announced today… comes from a desire to create work that is honest, intentional, and deeply collaborative. This ecosystem allows artists to tell their stories across different platforms without losing their voice.”

Fire and Ice is building a structure that allows artists to keep moving forward instead of rebuilding from zero every time. If 5 February formalized the structure, 27 February puts it to work — with Ice returning to the stage that started it all.