Interview and Published by: Ja Escobar
(One Media Access – Global)
For singer-songwriter Jayda Avanzado or more known as ‘Jayda’, a career in music has always felt inevitable.
Having grown up in the spotlight and spent years building her artistry, Jayda has accumulated countless memories throughout her journey. Yet despite her experience in the industry, there are still moments that leave her in disbelief.
Among her most treasured memories that she shared with us is opening for Niall Horan during his Flicker World Tour stop in Manila in 2018 a full-circle moment for someone who proudly considers herself a longtime Directioner.
“Niall was always my favorite member,” Jayda shared. “When One Direction came to Manila years before, I tried everything I could to meet them because I wanted to give them a CD of me singing. Unfortunately, I never got the chance.”
Years later, however, things came full circle.
“I guess I manifested it a bit,” she recalled with a laugh. “Three years later, I got to open for Niall’s concert in Manila. He even got to hear my soundcheck, which was such a wild memory for me.”
More recently, another unforgettable moment came when she performed at Cup of Joe’s Stardust concert at the Araneta Coliseum.
“It was my first time performing on a 360-degree stage and singing my original songs in that setting,” she said. “That’s definitely one of my core memories.”
Another surreal milestone arrived unexpectedly when global pop superstar Katy Perry commented on both her TikTok and Instagram posts featuring her cover of “Thinking of You.”
“I had just woken up after a video shoot for ‘Babala’ when I checked my phone,” Jayda recalled. “The first thing I saw in our group chat was, ‘Katy Perry commented on your video.’ I couldn’t believe it.”
For the singer, the moment held special significance. Katy Perry has long been one of her biggest musical inspirations.
“Seeing that she made two separate comments was so surreal. I immediately got emotional. Nawala yung antok ko,” she said. “I take that as a win for the younger me.”
A turning point with UMG Philippines
While Jayda has worn many hats throughout her career, music has remained at the center of everything she does.
Three years since she joined UMG Philippines, a move she now considers a major turning point in her artistic journey.
“There came a point where I had to ask myself what I really wanted to focus on,” she explained.
“But I always knew the answer would be music. Music will always be in my heart.”
Although the decision surprised some people, Jayda says it was ultimately about pursuing the vision she had for herself as an artist.
“Through UMG, I’ve been able to meet so many amazing creatives and collaborators that I’ve connected with,” she said.
“UMG became my pathway to connect with the music community.”
The opportunities that came with the partnership have also expanded her horizons beyond the local scene.
“What I love about UMG is that they’ve become my gateway to meeting international artists and opportunities,” she added.
Stepping outside her comfort zone with ‘Babala’
Jayda’s latest release, “Babala,” marks a significant departure from the themes that have defined much of her previous work.
Known for songs centered around love, heartbreak, and personal experiences, the singer challenged herself creatively when she was tasked with writing the theme song for the mystery-crime series Project Loki.
“Babala was so out of my comfort zone,” she admitted. “I was writing with a very clear purpose in mind, which was to create a song for the title card of a mystery-crime series. That’s not something I ever imagined myself doing.”
The project became one of her proudest achievements, allowing her to collaborate with respected songwriters and producers including Thyro Alfaro and Red Ridao.
Working alongside other creatives also pushed Jayda beyond her usual songwriting habits.
“I consider myself a bit of a lone wolf,” she shared. “But now I’m much more comfortable collaborating with people, and that’s something you can notice in my music today.”
More importantly, “Babala” challenged her to write from a perspective beyond her own.
“Most of my music is very personal and inspired by my own experiences,” she explained. “But for ‘Babala,’ I had to think outside the box because I was writing from the perspective of my character, Lorelei. Her experiences aren’t necessarily my own.”
“It was really interesting being able to write from somebody else’s perspective.”
Dream collaborations and future aspirations
As she continues to evolve as an artist, one collaboration remains high on her wishlist: working with Cup of Joe.
“I’d love to collaborate with Cup of Joe, especially Rapha,” she said. “I really admire his songwriting.”
Having previously appeared in the music video for “Bagyo”, Jayda has developed a deep appreciation for the band’s storytelling style.
“I love the way they write songs. They write about love and heartbreak, but it feels universal. It would be really cool to create something like that with them.”
Despite years in the spotlight, Jayda remains grounded when it comes to public opinion. Her recent “Thinking of You” cover sparked both praise and criticism online, but she takes the reactions in stride.
“I’m very used to criticism,” she said. “My parents always tell me, ‘Pag may sampung may gusto sa’yo, may sampung may ayaw sa’yo.’ I’ve lived by that philosophy.”
For her, criticism is simply part of being an artist.
“No matter how hard you work on something, people will always have something to say,” she shared. “But thank you for the engagement anyway.”
Looking ahead, Jayda’s vision for her legacy remains clear.
“I would like to be remembered as a singer-songwriter who is able to touch and move people,” she said.
“I’d love to be seen as a timeless artist.”
More than accolades or milestones, she hopes her music continues to resonate with listeners across generations.
“I want my music to be universal. I want it to survive across generations and touch as many people as possible,” she reflected.
“At the end of the day, I want people to remember me as an artist who made them feel something.”
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