Mina V. Esguerra on Building a Community of Filipino Romance Writers

It’s been a couple of years since “Raining in Manila” took over the airwaves and we’re still listening to it today if we’re being honest. But Lola Amour shows no signs of stopping despite their 12-year-long history and ICYDK they’re back with a brand-new song that's sure to be an earworm.

Produced by renowned producers Hyuk Shin (EXO, SHINee, Justin Bieber) and CUURLEY, “Dance with My Mistakes” blends their signature style with fresh influences from their global journey, proving that they’re ready to take their music beyond the Philippines. Fresh from their collaboration with Australian artist Oliver Cronin for “Maria,” the seven-piece Filipino Indie band is showing listeners that they’re sound is ever-evolving, which is what makes them one of the most unique and beloved bands among an impressive lineup of talented local artists.  

The Beat Asia hung out with Pio Dumayas (Lead Vocalist), David Yuhico (Keyboardist), and Raffy Perez (Drummer) to talk about their exciting musical journey, the evolving sound of Lola Amour, and the inspiration behind their new dancey single.

Hi Lola Amour! Can you describe your musical journey so far?

Pio: It’s been long. *laughs* It’s been nine years for the band in total. A lot of growth and a lot of things that we never thought would happen to us, but in a good way. Also, a lot of excitement.

David: And a lot of change! Every time there’s a new single that pops, the sound shifts. And then the next thing that pops up is also so different. There are a lot of changes, but a good kind of change. 

You mentioned before that you started the band as a hobby. Was there a moment when you realized Lola Amour meant more to not just yourselves but your listeners?

Pio: I think it was when we started making enough to quit our day jobs so we could finally dedicate everything — our entire workdays — to the band. Everything changed when that happened. One by one, we started resigning from our day jobs. Zoe (Guitarist) was the first to resign, and he was so happy. 

Also, during the [COVID-19] pandemic, we realized that being in the band isn’t just about playing music. When you make friends with your fans, they start to feel like your actual friends. During the pandemic, we helped some of them out — those having a hard time, like that one fan whose house caught fire. Over time, it’s become not just about the music. 

You’ve been together for many years, and we’ve seen members come and go. How do you deal with these major shifts and changes as a group?

Pio: David actually joined during the pandemic. It was easy because we have been missing a keyboardist for a while. 

David: It was easy because I was very good. *laughs* Kidding aside, every time it changes, our sound also shifts, because it’s not only what the new member brings but what the new member brings out of the other members, as well. The sound shifts, and so does the band’s personality, because we all adjust. It’s part of the fun and the challenge. It’s simply part of being in a band. 

Pio: Was it difficult? Always. There’s always a temporary void that everyone’s sizing up. There’s that transition of adapting to this new change. 

Raffy: When I first joined, I often thought about 'How do I make sure that we don’t lose that Lola Amour sound, but at the same time, it’s still me?' There’s a bit of a transitional period where I had to figure out what’s best for everyone. But I think eventually, once you understand the core of the band, it becomes easier. 

David: And there also has to be mutual respect for those who left. There are parts like in “Pwede Ba” that I don’t touch because that’s Martin’s (former keyboardist) part. I don’t want to change that because it’s an iconic part of the song. You must have that respect for the person who has been replaced. 

Pio: I just realized that I don’t know what you guys are talking about because it’s never happened for me. 

David: [Joking] So soon, when he leaves. *laughs*

You mentioned how your sound is often shifting. Do you ever feel nervous about introducing a new sound to your fans? Or is it more exciting?

All: Exciting.

Pio: We don’t make new songs with sounds that we don’t want to explore or music that we’re not excited about. We do think sometimes that this might not be the sound people are used to. Then again, when you look back, they have nothing to get used to because all our songs are different. It’s always been the nature of our music to just try out whatever we’ve been listening to and make our own frantic style from all these.

Let’s talk about your new song, “Dance with My Mistakes.” What was the inspiration behind it?

Pio: 'Dance with my Mistakes' is a song about coming back to someone that you let down before because of circumstances, like not being ready, personal issues, timing — and then coming back to them at some point in time and saying, 'I’m ready. Let’s try it out again if you’re down' — knowing that you might not be granted that second chance.

David: It’s a personal story of mine. It’s about the right person, wrong time, and then after a while — after the healing — is it now the right person, right time? Like, do you know if that person is even willing to have you back in their life?

Pio: Yes, especially with all the history and baggage your last encounter has induced. 

Can you walk us through the process of producing it?

David: We were all in the room, and Shin, our producer, loves to talk. Part of the process is getting everyone on board and hearing the idea of the song. He was like, 'Does anyone have a story to tell?' That was our first day of writing, and everyone was still shy, so nobody was willing to share.  So, I took it. I said, 'What if we talked about regrets?' Shin wanted more answers. It was like a group therapy session at that point, and everyone was looking at me. We had to be vulnerable. I hated it. *laughs* That’s how it started. 

After that, Pio started writing the lyrics in his corner while we did the music. And then suddenly, he comes back with only one line, really excited. He was like, 'Hey guys! I have a line: I’m gonna dance with my mistakes.' And then we used that as the seed to build the song. 

Speaking of your producers, how was working with Hyuk Shin and CUURLEY? How did the collaboration come about?

Pio: It was really fun working with them. It’s our first time working with producers on that scale of a project. It was a different experience, especially having us sit in a room at the beginning of the day to talk about our feelings. That was new. I didn’t know people did that. *laughs*

They really knew how to bring out the best in what we were trying to do. They can see you cooking something up, and even when you can’t say the words, they help you bring it out. We met them at a songwriting camp, and they enjoyed our company so much that they told us to come back for more songs. 

David: We kept that relationship. You know how, after you end a project with someone, they’re like 'Oh yeah, hit me up,' but it doesn’t mean anything? But for this one, it felt real. So, we came back and worked with them. 

Were there any musical influences that created the tune?

David: It started with a jam. We just started playing, tried a few chords. It wasn’t really gelling at first, so I tried the chords that I wrote, and then Shin was like: 'Okay, that one!' And there were a few edits. There weren’t really influences or references that we were looking at. It was just what we were feeling at that time. 

Raffy: And we wanted a jumpy beat, like something to dance to. 

David: Yes! Part of the prompt was that we wanted it to be dancy and up tempo even if the lyrics or theme is sad. I wanted to dance!

Has it always been intentional to go beyond the local music scene?

Pio: Not intentional. I think it’s just the next step we want to be taking. We toured the Philippines, and now we’re getting inquiries from other countries. It’s just that things are happening, so we’re doing them. 

David: If the opportunity presents itself to us, we’re more than happy to perform abroad and represent the Philippines. Whoever wants us, we’ll be there!

Raffy: I remember it wasn’t really a thought even when “Raining in Manila” was skyrocketing in the country. We were just touring around, it's really fun, and the song is so popular! Then the next thing we know, we have an inquiry to play in Singapore. So, like David said, it’s really just as long as the opportunity presents itself, let’s take it! I wouldn’t say it’s intentional. If the eyes see us and they want us to play there, then of course we’ll do it.

Who is your current dream international artist collab?

David: Dua Lipa. So fire!

Raffy: I’d probably say Carly Rae Jepsen. My pop queen!

Pio: I guess Bon Iver. Idol!

Do you have a message for your fans about this new single?

Pio: Thank you so much for the support. We enjoyed making this song, and we were so excited to release it. We made it around six months ago, and it’s finally here! We hope you guys will check it out and appreciate David’s vulnerability.

David: But written by Pio. *laughs*

What’s next for Lola Amour? Anything we should look forward to this year?

Pio: We have a lot of songs coming up. We actually have one at the end of May and more to come soon after. We definitely have a lot in store for everyone. We’ll also be doing a small local tour and maybe some shows abroad. 

Raffy: We’ll just see you there!

For updates on their latest music release and shows, stay tuned on Lola Amour’s official Facebook, X (Formerly Twitter), TikTok, and Instagram pages. 

In the age of advanced technology and increased access to the internet, the publishing industry is constantly evolving, adjusting to new tech and adapting to shifting consumer demands. According to Publishing State, 2025 will push the industry towards uncharted territory as the key trends we see today, such as digital publishing, social media, and niche markets, continue to gain momentum, transforming the overall publishing landscape. 

In the Philippines, publishing is mainly run by traditional publishing houses, so if you’re a Filipino author hoping to get your works out there, you will have to find publishers that are accepting submissions, which usually involves a long waiting period. With the rise of digital publishing, many authors have dipped their toes into self-publishing — taking matters into their own hands when it comes to marketing their books. But this path requires a certain level of consistency and dedication to work, which some authors fail to maintain. Long story short, it’s a tough path to do everything alone without professional help, especially if you’re a first-time author without a built-in readership.

This is what Cindy Wong wanted to address when she founded 8Letters Publishing House, a hybrid publisher and boutique bookstore dedicated to supporting Filipino writers.

“I started 8Letters in my bedroom with a vision to market Filipino books, including my own title,” Cindy told The Beat Asia. “At the time, indie books were largely absent from mainstream bookstores, so I aimed to distribute a curated selection in local cafes. We successfully partnered with several cafes to showcase our books. As we gained traction, more authors approached us for assistance in marketing their work, which led to our evolution into a full-fledged publishing house.”

Established in 2016, 8Letters aims to promote independent writers in the Philippines who struggle to showcase their art in a very saturated market. The publishing house was named in such a way to describe how letters make up words and the infinite number of stories that can be made with them. This aspect is represented by the number “8” which, when turned sideways, is the infinite symbol. Currently, the publisher has over 400 titles on their shelves, which are sold on their webstore and by local and international book retailers. 

But what exactly is a hybrid publisher? And how does this model increase an author’s chances of success with their respective titles? 

A Collaborative Approach

It takes more than a good story to sell a book. In fact, the success mostly lies in how one markets their book and the exposure it gets. According to their website, 8Letters “strives to create a safe and nurturing space for writers” and to be able to support them in their creative journey. The keyword here is support, as 8Letters is not in the business of simply profiting from their authors, but also to assist them in all aspects of their publishing journey. 

Cindy, who is also the Creative Director of the publishing house, explained, “In a traditional publishing model, the publishing house covers all expenses related to producing a book, allowing the author to focus solely on writing with minimal involvement in marketing. In contrast, self-publishing requires the author to handle every aspect of the process independently, from production to promotion.”

“A hybrid publishing model, however, represents a collaborative approach between the author and the publishing house. Both parties contribute to key areas such as the manuscript, cover design, layout, marketing, and distribution. This collaboration allows the author to invest less upfront while still benefiting from professional support, ultimately leading to a higher percentage of sales revenue. This model combines the best of both worlds, providing authors with guidance and resources while maintaining a degree of creative control.”

Being an author herself, Cindy understands the struggles of rookie authors who are trying to catch their big break. She discovered early on that it was easier to persuade establishments to carry her title when she had a broader selection to offer. This was how 8Letters shaped itself to become a community-based publishing house. 

“I was happy to assist other authors because I recognized a genuine gap in the market. I believe in a mindset where collaboration leads to mutual success, allowing more people to thrive together,” she said.

Many authors start without a built-in readership or fan base, and one of the toughest challenges they’d have to face in indie publishing is getting people to notice their books, considering the number of titles that are published every year, not just in the Philippines but the rest of the world.

Cindy stated, “Being part of a community of writers really helps. When you support each other by reading, reviewing, and promoting one another’s books, it makes a big difference. This way, you can help those who might not be familiar with your work start to take notice. It’s all about lifting each other up!”

Looking at their social media handles, the publishing house has gained a lot of traction with over 24k followers on Facebook and another thousand or so on Instagram. The publisher regularly organizes and takes part in book events, which is one of the ways they provide their authors with the exposure they need. They also publish a quarterly literary magazine, “Circles Mag,” which features poems, short stories, and essays from contemporary Filipino writers. Subscriptions are priced at P580, with a premium quarterly subscription of P780 that includes a tote bag, journals, and other bookish goodies. 

When it comes to the publishing aspect, 8Letters is prepared to guide you every step of the way. You can simply visit their website and peruse the range of self-publishing services they offer, ranging from manuscript editing and book formatting and design to book printing, distribution, and ISBN (International Standard Book Number) registration. 

If you’re a writer planning to put your work out there, it’s important to note that all types of publishing have their own pros and cons, so you should carefully think about which path would take you where you want to be in your writing career. One main advantage of publishing with a hybrid publisher like 8Letters is retaining your copyright and creative control. Their model combines self-publishing with some elements from the traditional path, such as providing authors with the resources they need. One of these resources is the 8Letters Publishing University, which is a series of workshops Cindy and her team started a few years back that offers courses on self-publishing, writing romance, poetry, horror, mystery, non-fiction, and author branding. The company is currently refining the courses and is hoping to relaunch soon. 

“The publishing landscape in the Philippines is constantly evolving. Currently, there’s a significant shift from traditional publishing to self-publishing, as many authors are recognizing the benefits of taking control of their work. However, not everyone will make the switch, as self-publishing requires considerable effort and dedication. This is where publishing houses like ours play a vital role, providing the support and resources authors need to navigate this transition successfully.”

8Letters Publishing has gathered an impressive roster of talents in the last nine years in both popular and emerging genres. Some of their bestselling titles include the works of Gerome Nicolas Dela Peña, such as “SUÓNG! Mga Aporismo ng Paglusong at Pagsulong,” which was a National Book Award finalist; the fantasy novel “Silence” by Che De Leon; and their Pinoy Science Fiction title, “Fate of a Distant Future” by Renato Tranquilino. 

When asked about the kinds of books that currently sell in the local market, Cindy replied, “Pinoy Sci-Fi is an emerging genre that has garnered significant attention in recent years. We showcased this selection at the Frankfurt Book Fair last year and even hosted a PinoySciFiCon at Fully Booked. Our publication features a substantial number of fantasy novels, making that one of our best-selling categories. Additionally, Filipinos have a strong appreciation for short reads, particularly in romance and self-love poetry, which also perform well in the market. We’ve recently ventured into the children’s book genre and are eager to learn more about this exciting market.”

Cindy also mentioned that one other element affecting a book’s salability is cover design, proving that indeed, people do judge books by their covers. 

It’s evident that 8Letters Publishing is working towards helping indie authors be more seen, but at the end of the day, it’s still a business. When asked about the challenges she faces in running the company, she answered, “I'd say managing authors' expectations and educating or shifting their mindsets. I've mentioned that being a hybrid publishing house requires collaborative effort, and most of the time, authors would have certain expectations that the books will sell like pancakes. However, that's not always the case. It's a long game!”

Cindy also shared that 8Letters Publishing aims to be a highly efficient company and is working towards refining its internal systems and enhancing its distribution methods to ensure a smoother process for their authors and readers. The creative director also understands the weight of their responsibility to their authors, and promises to continuously adapt to shifting consumer demands as well as accommodate authors on their preferences in terms of the direction they want their writing careers to take. 

“I have a dedicated team supporting me in managing hundreds of authors in our database. We’re continuously learning and adapting, and one of the key elements to our success is strong teamwork and collaboration. As the creative director, my responsibility is to empower both our authors and my team, ensuring that together we provide the support our writers need to thrive in their careers.” 

You can check out 8Letters Publishing's fantastic lineup of works and authors on their website or follow them on Facebook, X (Formerly Twitter), and Instagram for updates on new releases and upcoming book events.