How Yish Martin shapes careers in the crazy world of talent management
When the world was turned upside-down by the pandemic, warmth, and unwavering faith emerged through the virtual windows of Zoom. Patricia Anne Martin, known as Yish among her friends, became a familiar, comforting presence in faith group meetings every Saturday throughout the challenging years of 2021 and 2022.
Yish’s strength and dedication to serving God, even as she faced the personal loss of her mother to COVID-19, made an impact on me. It was a privilege to journey for a while alongside her in search of faith and purpose.
A Communication graduate from St. Paul University Manila, Yish is the woman behind Purpose Artist Management (PAM), a talent management company that stands out in the crowded entertainment industry for its commitment to being true to the core and one’s purpose.
“In PAM, we focus on the core of one’s talent. We start with rooting out their ‘why’ in being a content creator,” Yish explained, underscoring the foundation upon which her company is built. Her approach is not just about amplifying the talents of her clients but about magnifying who they truly are, making their genuine selves the focal point of their public personas.
“We value authenticity,” added the young talent manager, who is still in her 20s.
Having been in the talent management industry since 2015, Yish’s journey is proof to her passion and dedication. She pursued this career after a transformative internship experience at Cornerstone Entertainment Inc., which led her from sales at Vidanes Celebrity Marketing to becoming a Celebrity Brand Manager, and eventually, to founding Purpose Artist Management during the pandemic. Her courage to venture out on her own reflects her commitment to discovering genuine talent and serving her clients with intentionality.
Among the talents she represents are Sarah Carlos, Ayn Bernos, Nina Ellaine Dizon, Angely Dub, and Gianna Abao – individuals whose careers she has helped shape through her unique, purpose-driven approach.
“It is a gift that I can affect a person’s life by being able to help them as we lead them closer to their purpose and to empower them to become their best selves yet,” Yish shared, revealing the joy she finds in her work.
Yet, the road is not without its challenges. Communication hurdles and the need for constant negotiation are part of her daily reality. However, Yish sees these challenges as opportunities for growth and excitement, acknowledging and emphasizing the ever-evolving nature of talent management.
Central to Yish’s philosophy is her faith in God, which serves as her compass in navigating the challenges of the local entertainment industry.
“I always go back to God. In Him, I find my real identity and how I will be able to be of help to all the people I work with especially our talents,” she stated, affirming her belief in her purpose.
Looking ahead, Yish envisions herself leading a team of purposeful individuals who are not afraid to challenge norms and strive for betterment in the industry and the world. She highlights the advantage of being a woman in talent management, praising the unique combination of strength, compassion, and love women bring to the table.
“For me, whether I’m working as a talent manager or serving in my ministry in church, I have the same mission and purpose in mind and heart. It is prioritizing what matters most that makes the difference,” Yish said.
She juggles her professional responsibilities with her role as a Light Group Head in the Light of Jesus Family, where she leads her flock closer to God. Her secret to managing both realms is prioritizing what matters most and leveraging a team that shares her efficiency and effectiveness.
To be calm and accommodating in an industry that is cutthroat and fast-paced, Yish lives by a beautiful mantra – “To be God’s love, in every person I encounter, meet, talk and work with.”
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