Karencitta officially signs to Def Jam Philippines, a sublabel under UMG Philippines Inc. defJam Recordings is home to superstar acts Rihanna, Jay-Z, Justin Bieber, and Ludacris, to name a few.
The agency has been producing cutting-edge music for over 35 years and, as a global brand, commits itself to making creative and undeniably quality music. Def Jam eventually ventured into South East Asia talent in 2019, dedicated to honing effervescent hip-hop culture that continues to shape the world.
With operations flourishing in the Philippines, it’s now home to top Philippine talents, including JMara, VVS Collective, 8 Ballin’, Fateeha, and now, Karencitta.
Moving Back and Choosing Def Jam Philippines
After moving to Los Angeles in 2015 to pursue film, Karencitta moved back to Cebu for her music career. She’s proud to be based in the Philippines, especially since she believes working from the ground up is key to success.
Now, Karencitta is a force to be reckoned with—the messages she sings about and her overall work encapsulate the Modern Filipina and how each can break free from traditional molds and scrutinizing eyes.
Bridging her roots also makes her work more meaningful, and signing under Def Jam Philippines, under the Universal Music Group, is a dream come true for Karencitta. This move highlights one of the many things both she and the agency believe in—authenticity. In the words of Karencitta, “Authenticity is the catalyst of business.”
“One of the biggest factors is that they truly believed and invested in my vision. The team’s first impression also gave an entrepreneurial spirit. [They are] forward-thinkers with strong work ethics, as well as transparent, collaborative, and family-driven.”
And with Def Jam, Karencitta wants to be “evolved yet humanized.”
Creating An Impact
As an artist, Karencitta wants to leave an image of being carefree, witty, and impactful. She wants to create meaning out of her art—one that can inspire and uplift others.
“The main thing I want to achieve in my career is to make every song unforgettable. I want to make sure that my art is a gift to people to help their lives [be] better and brighter.”
And to ensure these messages are heard, Karencitta will release her debut song entitled “Blow,” an ode to femininity and how one can use it to empower themselves.
It’s about bossing up, ensuring that the women listening remember to reach their goals while staying true to themselves. The singer also draws inspiration from her real-life experiences, including the industry’s ugly side—hate comments and “bashers.”
“You need to face life with a bring-it-on attitude. Having agency and freedom is the best feeling in the world! We should encourage young girls to sit down in the leader’s seat, too!”
As for the rhythm and beat, Karencitta decided to stay true to her roots and draw inspiration from Cebu’s Sinulog Festival, a celebration of the region’s Patron Saint, Señor Sto. Niño.
“I hope that when they hear “Blow,” it will make them dance the way they dance during Sinulog! I also hope it will make them laugh. The lyrics to me are so funny!”
As we enter 2023, Karencitta promises the Cittababes (her fans) more music releases, collaborations, tours, and meet-and-greets! More importantly, she’s excited to grow and work alongside OPM artists she has adored for years.