Before becoming a talent manager and talent supplier to television shows, John Rey Malto began his career as a model and beauty queen handler in 2018, the same year he was chosen Director of the Philippines’ International Modeling Competition.
Malto understood which career he wanted to pursue from an early age, having expressed an interest in television production, songwriting and photography. He would take on freelance research and writing gigs to support his income during those years, claiming that he has always been attracted by entertainment.
“People frequently think of talent managers as being extremely wealthy. While major projects will make you such, there are others like myself who simply want to help artists, particularly those who have been rejected. They eventually become my family. And I always want to keep them safe, especially in our industry,” he shared.
Talking about his journey, he added, “It all began when I attended a festival held by the Department of Education (DepEd) in Abra, Cordillera Administrative Region. There, I met actor Rolando Inocencio and documentary director Dexter Macaraeg, who inspired me to persevere. When Rolando discovered that I was managing models in Baguio and La Union, he recognized my potential. He suggested that I travel to Manila to pursue more prospects in talent management and mentor budding performers for television. His confidence in my abilities inspired me, so I took his advice and traveled to Manila to chase the goal he saw for me.”
The Metro life has provided him with more opportunities, such as songwriting and event planning. During the COVID-19 pandemic in 2020, he continued to handle his talents while branching out into advertising to promote his career and emerging artists.
He manages artists who have appeared on numerous ABS-CBN programs. He was coached by Mr. Luis Yu, ABS-CBN’s Head of Research and Contestant Coordinator. His singers have participated in singing competitions such as “Tawag ng Tanghalan,” “The Voice Kids,” “It’s Showtime,” and “Idol Philippines,” as well as the popular reality show “Goin’ Bulilit.” Among the talents he has mentored are Shyr Balagtas, Kristel Millado, and Ma. Cristel Antibo, Anastasia Jardeliza, Euriz Sagum, Miriel Rexie Ramilo, and Maricar Aragon.
He has assisted various GMA Network talents on the Kapuso channel. In addition, he discovered Liana Mae and Monaliza El Hallani, whom he presented to the GMA Artist Center, now known as Sparkle GMA Artist Center, via their talent scout, Patrick Tugade.
His current roster includes Joice Espinoza, Princess Imperial, Hafsa Isra, Riley Jabido, Rumi Kierra, Shanicka Arganda, Rasha Cortez, Christine Fernandez, Duna Duncan, Jiniah Manalang, Zafina Keiko Bungay, Shannon Irish Courtney, Jayne Tan, Meredith Breña Anota, Keisha Mikkelsen, Lee Loyola, Juanne Byri, Jefahlyne Jaja Delrosario, and Shaila Vanschoonhoven, among others.
“Believe it or not, the stories of these talented individuals always move me. If a talent approaches me and recounts his or her story, and I am drawn to the story, I will immediately sign them up. I feel the audience is now looking for someone whose story is relatable and inspiring to them,” he said.
He honed his filmmaking skills as an apprentice at MUD Studios in 2023, working alongside award-winning directors Arvin Belarmino, August Lyle Espino, and Kyla Romero. He later worked as Casting Director on two international films, “Spring in Prague” (featuring Czech-Macedonian actress Sara Sandeva and Filipino actor Paolo Gumabao) and “The Mariana’s Web” (starring Alexa Ocampo, Ruben Maria Soriquez, Asia Galeotti, and Luca Biagini).
He is currently one of Viva Entertainment’s Talent Scouts for “Artista Academy,” a reality TV show set to premiere on the Kapatid Network (TV5).
His major purpose is to find and cultivate hidden talents.
“I feel that talents should emphasize their studies. It isn’t enough that they be talented. They should be knowledgeable. To excel in your passion, you must first have an education. The entertainment industry is a competitive one. They have to be patient. That’s what I usually tell my artists. And I hope that they never lose up on their dreams,” he mentioned.
Aside from managing talent, he is highly active in his cause. He recently joined the International Ecotourism Society Philippines Inc. (TIES Ph Inc.), a non-profit organization that promotes sustainable tourism in the Philippines. Through ecotourism, the organization aims to conserve biodiversity, protect cultural heritage, and promote community development. TIES Ph Inc. is the official local chapter of the International Ecotourism Society (TIES).
“I am honored to contribute to its mission of promoting sustainable tourism in the Philippines. I believe that by working together, we can create meaningful change—protecting our environment, supporting local communities, and preserving our cultural heritage for future generations,” he said.
In 2017, Malto graduated from Don Mariano Marcos Memorial State University in San Fernando City, La Union, with a Bachelor of Arts in Political Science and additional educational credits. In 2018, he enrolled in a vocational photography study at Lorma Colleges in San Fernando City, La Union. He later enrolled at Don Mariano Marcos Memorial State University’s Graduate Studies program, where he worked toward a Master’s degree in Development Administration with a specialty on Public Administration, but did not complete it. In 2023, he expanded his knowledge by studying Event Management at Our Lady of Guadalupe in Quezon City.
