While music comes as a product of the heart and soul, the “music business” runs on numbers and algorithms. It’s an industry that’s fast-paced, competitive, and truthfully, cutthroat — and yet Roslyn Reyes Pineda has always led with passion and purpose.

Whether it’s shaping the local music industry or leading the charge to the global stage, Pineda does it all with a skillful balance of impeccable strategy and unwavering dedication. While there’s a lot to be said about her expertise and work ethic when it comes to navigating the industry, the foundation of it all is her love for music. 

“I have a distinct memory of performing for my grandparents and their friends at the age of five, dancing while someone played the piano,” Pineda recalls fondly. “They were shocked that I hadn’t yet taken any lessons. I actually couldn’t wait to turn six — the age I could finally enroll in ballet school. So, I guess you could say my passion for music and dance was inborn.”

Pineda spent her high school and college years performing in ballet productions before eventually finding her way to the intricate yet creative world of marketing. After years of training and learning alongside exceptional leaders, she took on the role of Marketing Manager at Sony Music Philippines in 2001, reuniting with her first love: music.

Over the past two decades, she rose up the ranks all while building a home for artists that is supportive as it is ambitious. 

In 2018, she assumed the role of Sony Music Philippines’ General Manager, leading a new era for the record label — one that made way for Filipino music’s biggest artists. Today, Sony Music Philippines houses several labels and boasts an impressive roster of talent including the likes of SB19, Ben&Ben, and NOBITA, as well the distribution rights of artists such as BINI, Maki, BGYO, and Eliza Maturan. 

“It’s a huge honor and source of pride to have artists like Ben&Ben, SB19, and BINI as part of the Sony family. They’re not just some of the biggest names in the music industry today; they represent the voice and spirit of a generation,” says Pineda. 

“Investing in local talent and labels allows us to tap into the soundtrack of more Filipinos’ lives, and connect more deeply with fans. This not only strengthens our portfolio but also empowers artists to thrive in their creative pursuits,” she continues. 

For Pineda, music has always been more than a commercial product and it’s evident in the way she leads. Alongside an equally passionate and hardworking team she pieced together with her Deputy General Manager Maan Atienza, Pineda takes on “creator-first” philosophy that has molded artists who go beyond topping charts and selling out shows — but who also leave a legacy worth remembering. 

“In the music industry, markers of success go beyond just commercial sales and chart rankings; they also encompass the cultural impact that music has on society,” she explains. “For me, one of the most significant indicators of success is how a song resonates with people’s lives and becomes a part of their important moments.”

Pineda continues, “Ultimately, a successful music career is one that not only achieves commercial viability but also leaves a lasting legacy in the hearts and minds of listeners. It’s about creating moments that people cherish, and fostering a sense of connection among them through the universal language of music.”

That belief in music’s power to create lasting emotional connections doesn’t just guide how Pineda works with artists — it also shapes how she relates to the people who listen. 

Among fans, Pineda is affectionately referred to as “Mama Sony,” a moniker born during the 2022 Awit Awards when she had to go up on stage to accept seven awards on behalf of SB19. 

Since then, it’s become a role she’s embraced wholeheartedly, becoming an ally to many fans. “At the end of the day, Mama Sony is the biggest fan of her artists. So I feel right at home,” she says. 

Unlike traditional executives who often operate at arm’s length, Pineda isn’t afraid to be visible. If you take a scroll through X, you’ll see her pop up in comment sections, respond to messages, and cheer on artists and fans alike. 

“Having worked in the industry long enough to witness the evolution of fan communication — from the days of Mandy Moore and Incubus to Mariah Carey, Backstreet Boys, and One Direction — I truly appreciate how easily we can engage with and gain insights from fans in today’s digital era,” she says. 

“Fans are essential to a record label’s success — they not only support the artists but also shape the narrative around them. Building this connection strengthens our community and amplifies the impact of our artists’ work.”

In every part of her work — from nurturing homegrown talent to building a bridge to global markets — Roslyn Pineda is reshaping what it means to be a leader in the music industry. Throughout the last couple of years, she hasn’t just steered Sony Music Philippines to be one of the most successful labels in the country — she has cultivated a culture driven by genuine passion and relentless dedication.

In a time when the global music industry is more competitive than ever, she proves that leadership can be driven by heart, vision, and purpose. With “Mama Sony” at the helm, the future of Filipino music has never been more promising. As she says, “When a Mama is on a mission, you know there’s no stopping her!”

_{Photographed by Kim Santos. Art Direction by Nicole Almero. Styling by Geno Espidol of Curator Incorporated assisted by Jermainne Lagura. Earrings from Erlinda Reyes. Make up by Mac Igarta assisted by Angelo Torralba. Hair by Mark Familiara assisted by Ciandro Abellanosa. Produced by Mika Cruz.}

_{On Roslyn: RAJO yellow silk top. APOGEE Pleated dress. LOVEROCKS diamond bangle and ring.}