Prior to their official launch last month, Liza Dino-Seguerra shared that she and husband Ice Seguerra have been working hard to make sure their vision for their company, Fire & Ice Entertainment, becomes the reality they’ve always envisioned it to be. The Fire & Ice CEO shared with the press how proud she is to now have a 30-member team behind their management ecosystem.
“In the last three years that we have existed, nag-start kami ng kami lang dalawa ni Ice and our driver, and then now weare 30 strong. Thank you to our Fire and Ice team, sobrang saya ko po na kanina you indulged us na ipakilala namin sila sa inyo because they are the ones who are really working hard to make sure that these brands represent the projects, the passion of Fire and Ice. Sila po talaga ang nagpapalipad nun. Marami pa so sa amin ang walang tulog, marami pa po sa amin ang talagang nasa bahay kasi matutulog pa lang. Pero all of us share one vision and lagi naming sinasabi sa kanila na Fire and Ice will not be where it is now if not for them. So allow me to thank my team for stepping forward and owning our story today,” she said.
READ: Ice Seguerra on why he created Fire & Ice Studios: ‘It became a home for artists we admire’
“For the past few years, we've been working quietly very intentionally, learning the ropes, building systems, making mistakes privately. Making sure that when we finally stand here, we are ready. Ready not just with projects but structure, with values with the way of working that we can stand behind. At the core of Fire and Ice is this belief: Creativity only lasts when it's built with care, ethics and intention not just for ourselves but for our partners, our artist, and our people,” Liza said.
Apart from announcing what projects they are working on, Liza also shared what the Fire & Ice team will be working on in the industry moving forward.
“Over the next few years, Fire and Ice moves as one system, media develops and circulates stories from digital work, to series, and films. Music builds artists and sound, not for moments but for careers. Life turns those stories into experiences. From concerts, to theaters and truly work that can travel. Studio is where all of that work happens. From 2026 to 2028, we’re trying to build smarter — from projects to platforms, from stories to systems — and this launch is an invitation. Before we were once looking for partners, now we are openly and willingly sharing who we are. So you can see where you might align, collaborate and build with us,” she explained.
READ: Ice Seguerra returns to the stage with wife Liza Diño in “Choosing”
Looking back on their start up, Liza admitted that they were not without struggles financially. “Actually, there was really a time. I remember, I think it was in November. Basta alam ko one year pa lang kami sa Fire and Ice. Siyempre, this is a self-funded company and takot kami to reach out din to partners pa kasi ayaw namin na madadamay sila sa mga struggles namin. So kung kaya namin talagang kaming dalawa lang. So siyempre dadating yung point na P10,000 nalang yung pera namin (ni Ice) sa bangko. So na-stress ako, sabi ko, ‘Isarado na natin ito, eh hindi naman natin ‘to kailangan puwede namang ikaw kumanta lahat tapos!’ Ganun kami before,” she recalled.
With Fire & Ice Entertainment now officially launched this year, Liza looks forward to creating more important things for the industry, “I’m excited for this, we are actually launching this year, because I feel like it's time we are very confident. So we are looking forward to the partners and collaborators that we will be working with in Fire and Ice Consultancy.“