CinemaBravo

Television host and award-winning live seller Dianne Medina addressed the stigma surrounding celebrities entering the world of live selling during the launch of DM Studios, the Live Commerce and Creator Agency she founded with husband Rodjun Cruz. They were joined by fellow actress Maxine Medina, Dianne’s cousin who also do live selling for them.

The launch was held at a busy multi-purpose hotel in Quezon City on March 21, 2026, with members of the media in attendance, including CinemaBravo.

During the press conference, Dianne was asked by veteran showbiz columnist Julie Bonifacio about public speculation that some celebrities only turn to live selling when they no longer have acting projects. She acknowledged that such reactions are common, noting that people often jump to conclusions when actors expand into new ventures.

“It’s really inevitable… Tendency is [people say] ‘A, okay, nag-live selling na lang siya. Dati artista siya. Baka wala na siyang project.’ (‘Oh, okay, she’s just doing live selling now. She used to be an actress. Maybe she no longer have projects.’) But for me it really all boils down to your vision, to your core, and your objective. Why are you doing this? What is your purpose?”

(The tendency is for people to say, But for me it all boils down to your vision, your core, and your objective. Why are you doing this? What is your purpose?)

For Dianne, the answer lies in purpose and service.

“My purpose is of course to share my God-given talent to others… God used me as His instrument to be able to help others also. Hindi siya live selling lang. (It’s not just live selling.)

“We are able to help people change. You’re changing their lives.”

“I’m very proud of my work!” — Dianne Medina

Because of these reasons, Dianne said she does not see live selling as something to hide or be embarrassed about.

“So ako pag sinasabi nila yon, ‘No, I’m very, very proud of my work and I take my job seriously… Hindi ko siya ikinakahiya,’ (So when people say that, I say: No, I’m very, very proud of my work and I take my job seriously. I’m not ashamed of it,) especially if this is a decent and honest job).”

She also pointed out that the achievements she and Rodjun Cruz share publicly are the result of legitimate effort, saying, “Hindi siya flood control [project] or whatever, hindi mo kinukuha [kung saan]. That’s why kami talaga ni Rodjun when we post yung mga achievement namin, kasi galing sa mabuti, galing sa matinong trabaho na hard work talaga.”

(It’s not like a flood control project or something questionable where the money comes from somewhere else. That’s why Rodjun and I post our achievements, because they come from good and honest work—real hard work.)

Dianne added that the profession requires discipline and dedication. She expressed respect for fellow live sellers, noting, “Talagang [may] respect din ako sa live sellers kasi sabi ko nga it entails a lot of sacrifice, commitment, and dedication to be able to do this kind of job.”

(I really respect live sellers because, as I said, this job entails a lot of sacrifice, commitment, and dedication.)

Financial growth through live selling

The opportunities from live selling have also translated into tangible financial progress for their family.

“And I can say itong job na live selling na ‘to we are able to invest on a lot of properties as well. So, yun talaga yung nag-pave ng way.”

(And I can say that through this job in live selling, we have been able to invest in many properties. That’s really what paved the way.)

“So, sino kami para mahiya? Nandito kami to be grateful to our Lord Jesus Christ kasi binigyan niya kami ng blessing na ganito kalaki. (So who are we to feel ashamed? We are here to be grateful to our Lord Jesus Christ because He gave us such a big blessing.) And we are very, very proud of this.”

She also noted that perceptions about live selling are gradually shifting as more established celebrities embrace the platform.

“And not to mention, nagkakaroon na ng parang—mas nagiging open na. (People are becoming more open to it.) You can see other big celebrities also who [do] live selling…”

“I don’t think dapat siyang ikahiya or kailangan mong tingnan nang mababa: ‘A, baka wala nang work.’ I don’t think naman [na] gano’n kasi mas marami na pong nagla-live ngayon na big celebrities also who have names in the industry.”

(I don’t think it should be something to be ashamed of or looked down upon like, “Oh, maybe they no longer have work.” I don’t think that’s the case because many big celebrities with established names in the industry are now doing live selling.)

Launch of DM Studios

Built from real, hands-on experience in live selling, content creation, and brand partnerships, DM Studios positions itself as an agency focused on turning influence into measurable business results. Through structured live selling systems, performance-driven campaigns, and conversion-focused content strategies, the company aims to help creators and brands maximize opportunities in the fast-growing digital marketplace.

According to the agency, its expertise lies in bridging the gap between brands and creators by building authentic campaigns designed not just to generate views or engagement, but to produce real revenue. Every campaign is backed by data, structure, and proven live selling frameworks that support long-term business growth.

Vision and mission

DM Studios aims to become one of the leading live commerce agencies in the Philippines, empowering creators to build sustainable income streams while helping brands achieve scalable digital growth through strategic live selling.

To achieve this, the agency outlined several key goals:

• Professionalize live selling as a powerful and respected marketing channel
• Equip creators with systems, structure, and performance tools to scale consistently
• Deliver measurable return on investment and trackable revenue impact for partner brands
• Build long-term, values-driven collaborations grounded in trust and results

What DM Studios offers

The agency provides a range of services designed to support both creators and brands navigating the live commerce space.

Live Commerce Management includes end-to-end TikTok Live and Shopee Live strategy, host training, scripting, production optimization, and GMV scaling systems.

Brand Partnerships focuses on influencer-brand matchmaking, as well as hard-sell and soft-sell campaigns, performance-based collaborations, and cross-platform amplification across TikTok, Facebook, and Instagram.

Creator Development centers on personal brand positioning, monetization strategy, content direction, growth planning, backend systems setup, and operational support.

Founders and achievements

Co-founder Dianne Medina is an award-winning live seller and television host recognized by major e-commerce platforms for her performance and sales impact. Her accolades include:

• Shopee Stellar Livestreamer of the Year (2023)
• Brand Choice of the Year (2023)
• TikTok Shop Rising Content Creator (2023)
• Buy Local Shop Local Allstar (2024)
• Lifestyle Shopstar Spotlight (2025)
• Top Content Creator of the Year (2025)

Meanwhile, Rodjun Cruz brings his experience as an actor, performer, and media personality with strong national television credibility. His media presence, combined with digital commerce leadership, strengthens DM Studios’ positioning across both traditional and digital platforms.

Together, the founders also bring a combined multi-platform reach of 14 million followers across TikTok, Facebook, and Instagram.

Advocacy and long-term goal

Beyond managing creators, DM Studios said it aims to develop digital entrepreneurs by sharing real-world knowledge, systems, and industry experience.

The agency believes live commerce is more than a revenue stream—it is also a platform that can uplift creators, empower families, and help build sustainable digital businesses.

“We do not just manage talent—we mentor entrepreneurs. We do not chase virality—we build long-term value.”

With its core philosophy centered on strategy, authenticity, and performance metrics, DM Studios emphasizes that influence without conversion is simply noise.