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Chynna Ortaleza and Kean Cipriano put creative freedom as the number one agenda in their newly launched record label O/C Records.

Chynna and Kean ventured into managing and developing OPM artists together with Viva Entertainment. Yesterday, August 14, saw the debut of their talents which include Kean as a solo artist, Earl Generao, Frizzle Anne, Rice Lucido, Bita and the Botflies, and former IV of Spades frontman Unique.

While the musical backgrounds and genre of their roster largely vary and expand from folk pop to dark themes, this is exactly what the couple want to embrace and advocate.

Chynna explained, “We believe in that as partners. But before that, even when we weren't in each other's lives yet, we already valued that personally. I value that personally. That's why I have to champion it with the people that we take care of because I know exactly how it feels to be an artist, a struggling artist, and an artist that is invested on.”

“We try our best to stay as authentic as possible. Actually hindi man lang try, as in 'yun talaga ang kailangan namin maipakita,” she added.

Kean also emphasized how genuineness plays a big role in the success and fulfillment of an artist.

He said, “I've been in this industry for the longest time and I know exactly how it feels to be an artist. I am an artist myself, and ang goal naman talaga is to focus on the whole creative freedom kasi nga doon lang talaga magpo-prosper 'yung art ng lahat. 'Pag binigyan mo ng creative freedom, mas gaganahan 'yang mga 'yan. And I believe that when art becomes successful, it unavoidably becomes a business.”