THERE are many ways to build a company, but few do it with as much soul as Fire & Ice Entertainment.
At Noctos Music Bar on February 5, celebrity couple Liza Diño and Ice Seguerra launched more than a slate of new projects — they unveiled what they call a full-fledged “creative ecosystem” built not on hype but on heart.
At the center of it all was a message: passion can be strategic, and creativity can thrive when anchored on people, purpose, and partnership.
The launch introduced five new divisions — Fire and Ice LIVE!, Fire & Ice Music, Fire & Ice Studios, Fire & Ice Media, and Fire & Ice Consultancy — marking the company’s evolution from project-based work into a long-term artist-first platform spanning concerts, music, films, series, theater, and cultural strategy.
But what made that afternoon more than a business launch was the emotional clarity with which Liza & Ice shared their journey — not just through milestones, but through moments that mattered.
From spark to structure
When The-Zone asked Liza for the umpteenth time why her drive and passion never seemed to fade, she paused, smiled, and humbly replied, “That’s just who I am. I get most excited when I can do things for others.”
Whether in public service or now in building Fire & Ice, the former chairman of the Film Development Council of the Philippines emphasized that her greatest passion comes from collaboration.
“Plus, I have a husband who lets me fly,” she added gratefully, glancing at her OPM superstar husband. “He never dims my light. In fact, he reminds me I can shine even brighter.”
Listening with quiet pride, Ice laughed as he remarked, “But, sometimes Liza’s passion also needs a little bit of ice.”
When she becomes too absorbed in her work — whether it’s writing songs or managing the company — he gently reminds her to take a break.
“Rest is my hobby,” he joked, “so I make sure she gets some rest too.”
But the support runs both ways. “When things get overwhelming, I try to be the calm,” Ice added. “I absorb the heat when I have to.”
The couple sentimentally recalled that Fire & Ice began with just the two of them and their trusty driver. And as they unleashed all that passion toward their goal, Liza shared, “From the latter part of 2020 to early 2024, we went up to eight. And now, Fire & Ice has a team of 30 strong.”
Growth came naturally. A turning point was producing the “Divine Divas” concert of top drag queens Precious Paula Nicole, Viñas DeLuxe and Brigiding, whom they also launched as in-house artists that day.
“We didn’t plan to manage artists,” Liza said. “But that show resonated. Suddenly, we were being asked to take people in. And it felt right.”
A home, not just a platform
Besides the Divine Divas, Fire and Ice now represents a growing roster of artists, headed, of course, by Ice Seguerra, Princess Velasco, and Louise. Each of them took the stage at the launch to speak not only about the work, but also about the warmth they’ve found in being part of a company that truly sees, supports, and celebrates them.
“We’ve always been dreamers,” one of the Divas said. “But this is the first time it feels like someone believes in our dreams.” Another added, “We’re not just being given opportunities — we’re being encouraged to evolve.”
That sense of evolution runs through everything Fire & Ice does. “We believe in the Filipino story,” Ice said. “And we want those stories to travel. But to do that, artists need the right support. That’s what we’re building.”
Fire, Ice, and everything in between
Liza’s role as a former public servant has shaped their consultancy division, which now helps creatives find footing in a global industry. Whether through the QCinema Industry for 2026 or Unesco Creative City applications, Fire & Ice Consultancy is eager to take the Filipino filmmaker global.
“I think that’s what we’re really trying to do — share the experience we’ve gained,” Liza said. “We want to help others build sustainable systems, not just launch one-off projects.”
Still, none of it came easy. There was a time, Liza admitted, when they considered closing shop. “I remember telling Ice, ‘Maybe P10,000 left in the bank is our sign to stop.’” But that same day, their Fire & Ice business permit arrived.
“We took it as a sign to keep going,” Ice said.
Since then, every challenge has become a stepping stone. “We always go back to why we started,” Ice added. “That keeps us grounded.”
As creative head, Ice reminds artists that longevity isn’t just about talent, but about work ethic, generosity, and respect.
It’s a philosophy that echoes throughout the company’s growing ecosystem.
Meanwhile, Liza’s deep involvement — from producing to advocacy — reflects Fire & Ice’s founding DNA: creativity with conscience, and showbiz with soul.
“At first, we didn’t realize we were building a system,” she said. “We just kept asking, ‘How can we support this artist?’ And eventually, it all came together.”
Today, that ecosystem includes concerts, original music, series, documentaries, films, and theater productions. Among the most anticipated are “Being Ice: Live!” and “Divine Rules the World;” the films “Aid” by Brillante Mendoza, John Paul Su’s “Karaoke News,” and the couple’s own “Funeral Flowers” and “Island Girl;” and the plays “Still Alice” and “Night, Mother” — a bold mix of pop, drag, and drama under one roof.
And it’s not just about content — it’s about careers.
“We don’t want our artists to just trend,” Liza said. “We want them to last.”
Which is why Fire & Ice is moving from output to ownership. “We’re not here to chase the next big thing,” she added. “We’re here to make the important things last.”
At the end of the program, Liza looked out at the crowd and said, “This is Fire & Ice. And this is how we create experiences that last.”
Ice smiled and added, “And this is just the beginning.”
