Photographed by Kim Santos
Roslyn Reyes Pineda, the General Manager of Sony Music Philippines, is redefining what it means to lead in the music industry. With a “creator-first” approach and a direct connection with fans, Pineda has been shaping the local music industry and leading the charge to the global stage. Pineda’s passion for music and dance was inborn from her childhood, and she spent her high school and college years performing in ballet productions before finding her way to the intricate yet creative world of marketing.
In 2001, Pineda took on the role of Marketing Manager at Sony Music Philippines, where she rose up the ranks while building a home for artists that was supportive and ambitious. In 2018, she assumed the role of Sony Music Philippines’ General Manager, leading a new era for the record label, which made way for Filipino music’s biggest artists. Today, Sony Music Philippines houses several labels and boasts an impressive roster of talent including SB19, Ben&Ben, and NOBITA, as well as the distribution rights of artists such as BINI, Maki, BGYO, and Eliza Maturan.
Pineda believes that music has always been more than a commercial product, and it is evident in the way she leads. Alongside her passionate and hardworking team, she takes on a “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.
Pineda believes that 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. She believes that music’s power to create lasting emotional connections doesn’t just guide how she works with artists but 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 has become a role she has embraced wholeheartedly, becoming an ally to many fans.
Unlike traditional executives who often operate at arm’s length, Pineda isn’t afraid to be visible. She has cultivated a culture driven by genuine passion and relentless dedication, proving 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.
