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Frontrow Went All-Out For Their History-Making, Star-Studded All-In Event

The event gathered its major celebrity endorsers and supporters, including Sharon Cuneta, Regine Velasquez-Alcasid, Vice Ganda, Anne Curtis, Gary Valenciano, Jessica Sanchez, and Catriona Gray

Some of the biggest stars in the Philippines gathered last November 9, Saturday, to perform for 55,000 people at the Philippine Arena in Bulacan for the much-awaited concert dubbed as “Frontrow All-In.” It’s for the 10th anniversary celebration of multilevel marketing (MLM) company Frontrow, and the concert party has been named the grandest MLM event in Philippine history.

“Frontrow All-In is, more than anything, a thanksgiving event. It is our own way of saying thank you to all of our distributors, suppliers and believers. We have been overwhelmingly blessed that we feel we can bless more people even outside Frontrow,” says Frontrow founder RS Francisco.

Stars gathered for Frontrow's "All In" event. | Photo by Gian Escamillas


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“Unkabogable Star” Vice Ganda opened the show with his rendition of Lady Gaga’s huge hit songs like “Born This Way” and “Bad Romance.” He leveled up his performances with multiple costume changes in all sorts of color pink as well as breathtaking choreography; he even got thrown in the air by her backup dancers! Vice also gifted the audience with an emotional performance of “Million Reasons,” another Lady Gaga hit.

Vice Ganda feels grateful to be a part of Frontrow, because it’s a company that’s particular about pursuing a meaningful purpose, something he himself also aims to do for his fans. To which, RS adds, “Vice Ganda and I had a trip in Japan recently and 90% of our conversations revolved around the importance of purpose.”


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Frontrow president RS Francisco, Vice Ganda, and Frontrow CEO Sam Verzosa shared the stage. | Photo by Gian Escamillas

“Asia’s Songbird” Regine Velasquez-Alcasid stole the night with her timeless and celebrated cover of “On the Wings of Love,” followed by the heartwarming ballad “Araw Gabi.”

The actress and singer, who also currently stars in the CinemaOne Originals film Yours Truly, Shirley, shared her own thoughts on making one’s dreams come true, inspired by Frontrow’s mission to create and hone entrepreneurs. “Kayang-kaya natin tuparin ang mga pangarap natin, pero minsan ay kailangan din natin ng mga tao na magpu-push sa atin. And I think, Frontrow is doing that to all of you here… As much as you pray for your dreams to come true, you have to work hard for your dreams. All you have to do is choose to work hard.Bumangon ka at piliin mo ang mga makakatulong sa pagtupad ng mga pangarap mo.”

RS, along with Frontrow CEO Sam Verzosa, then joined Regine onstage to further talk about purpose and dreams. RS can relate to what Regine said about dreams, sharing that as a commercial director, he had always wanted to work with Regine but never got the chance to do so; today, he finds himself working a lot with Regine, so he now knows that dreams do take time to happen but when they do, they make all the pains and struggles worth it in the end. Regine quips, “Ngayon alam na natin bakit hindi nangyari, kasi dito pala tayo magtatagpo sa Frontrow.”


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RS Francisco, Regine Velasquez-Alcasid, and Sam Verzosa talked about pursuing dreams onstage. | Photo by Gian Escamillas

The crowd was also thrilled to see Megastar Sharon Cuneta onstage, performing her popular song “Kahit Maputi Na Ang Buhok Ko.” The seasoned singer-actress just had a concert with Regine recently dubbed as “Iconic.” Sharon’s second performance was a cover of Juan Karlos Band’s “Buwan,” which she also performed at her previous concert.

Complementing Regine’s message about pursuing one’s dreams, Sharon shares, “Bawat tagumpay ay nagsisimula sa isang pangarap. Marami na akong naging kanta at pelikula na ganyan ang tema. Kailangan natin lumaban at magpakatatag para sa pagtanda natin, less na ang hirap sa buhay.


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Sharon Cuneta talked about having the strength and courage to chase after one's dreams with the audience and Frontrow's RS Francisco and Sam Verzosa. | Photo by Gian Escamillas

Next up on the stage was multi-talented celebrity and entrepreneur Anne Curtis, who just announced that she is pregnant with her and husband Erwan Heussaff’s first child. It was revealed that the “Pambansang Diyosa” is the new face of Frontrow’s slimming capsule called Luxx Slim.

“I am proud to be Frontrow, I am all in,” Anne shares in jest. The It’s Showtime host then treated the concertgoers with her performance of the Frozen soundtrack “Let It Go,” while the audience happily sang along with her. Although she’s very used to performing for a huge crowd, she said that this concert was particularly nerve-wracking because she got to share the same stage as Sharon, Regine, and Vice Ganda.

“I see Frontrow as an instrument of change. Frontrow has changed a lot of people. There are 55,000 people here tonight, and I am so amazed by how Frontrow has changed the lives of a lot of people here,” Anne says.


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Mom-to-be Anne Curtis is the new endorser of Frontrow. | Photo by Gian Escamillas

Mr. Pure Energy Gary Valenciano brought the house down, too, with a song and dance number to the tune of his hit song “Di Bale Na Nga.”

Aside from performances from these top artists, Frontrow members were also treated to raffle surprises like house and lot, cars, and P100,000 cash prizes. The concert was also organized to give back to the community as proceeds are going to Frontrow’s affiliate charity groups.

“Frontrow’s mission has always been to help people. I never thought in my wildest dreams that it would be this big because we started really small. We just want to help more people, and now we can do that even outside Frontrow with our own CSR organization called Frontrow Cares,” RS explains.

Gary Valenciano performed at the event. | Photo by Gian Escamillas

Frontrow Cares is the company’s charity arm that organizes events, such as plays and concerts; the proceeds from which go to various charity groups such as Love Yourself PH, Miss Universe Organization and Young Focus, to name a few. The concert also saw the launch of Frontrow Cares’ official theme song, as composed and recorded by American Idol alum Jessica Sanchez, who has rebranded herself now as “Jes.”

“I am happy to present my new self as Jes, and a huge part of that is all about my project with Frontrow Cares. Since I was a kid, I have always wanted to give back to the community, whether in the States or here in the Philippines. I am happy to be part of this event, because this whole event is all about that—giving back to the community. It was very inspiring for me to write the song for Frontrow Cares. It was blowing out pretty easily for me because I believe in the project,” Jes said about her own composition for Frontrow. Jes performed the song live for the first time ever during the event.


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Jes composed a song for Frontrow Cares, and performed it for the first time ever during the event. | Photo by Gian Escamillas

RS proudly shared how the concert created a history for the entire multilevel marketing industry in the Philippines, and talked about how he intends more history-making moments with Frontrow. He says, “Multilevel marketing is a very risky topic. A lot of people may have heard a lot of bad stories or experiences—maybe from their neighbors, friends or family members—about networking. We developed Frontrow to prove to the people here in the Philippines and hopefully worldwide, too, that multilevel marketing is a legitimate business. It can indeed change lives when it is done properly, done well, and if you know your purpose for why you are doing it.”

Frontrow has indeed made its mark in the local business scene and community as it has built credibility and set a global direction for the Philippine MLM industry. There are a lot more things in store for Frontrow, its endorsers, and its members.

"We developed Frontrow to prove to the people here in the Philippines and hopefully worldwide, too, that multilevel marketing is a legitimate business," says Frontrow founder and president RS Francisco. | Photo by Gian Escamillas


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RS also shared that Frontrow is cooking up collaborations with Miss Universe 2018 Catriona Gray, who also made it a point to not miss this event. Catriona performed at the grandest MLM event as she sang “We Are the Champions” with Sharon, Regine, Anne, Vice Ganda, and Gary.

“I am proud to be a part of the empowering, ever-growing Frontrow family. And I am especially enjoying to be a part of Frontrow Cares,” Catriona says.

Frontrow All-In ended on a high note, and it’s bound to get even higher as they reach new milestones in the years to come.

Miss Universe 2018 Catriona Gray graced the event. | Photo by Gian Escamillas
Phoemela Baranda, JM Rodriguez, and Bianca Manalo served as the evening's hosts. | Photo by Gian Escamillas
Frontrow made history with its 10th anniversary celebration event dubbed as "All In." | Photo by Gian Escamillas

Check out more photos from the even in the gallery below:

Photos by Gian Escamillas