• Veteran talent manager, columnist Alfie Lorenzo succumbs to heart attack


    Judy Ann Santos sees to funeral arrangements despite parting ways with her ‘Tito Alfie’ in April

    Showbiz stalwart and veteran talent manager Alfie Lorenzo died early morning Tuesday after suffering a heart attack at Solaire Resorts and Casino.

    According to reports, he was rushed to San Juan De Dios Hospital in Pasay City where doctors failed to revive him. He was 78.

    Alfie Lorenzo will be remembered as a very colorful personality in Philippine showbiz

    In an interview with Lorenzo’s brother Dan on radio station DZMM, friends, family and colleagues took comfort in his statement that the well-known showbiz personality was spared a difficult death.

    “Sabi nga nu’ng kaibigan nila, nagpahinga na siya, ganun lang, ‘yung hindi na siya naratay sa ospital. Kahit paano, mahirap parin magpigil ka nu’ng luha. Maraming salamat sa mga kaibigan niya lalo na sa showbiz,” said Dan.

    Lorenzo’s most famous and long-time ward Judy Ann Santos—who announced in April that they had parted ways as talent and manager—immediately took care of the service and funeral arrangements Tuesday morning.

    By 12:30 pm, Santos posted on Instagram: “It is with deep sadness that we pray for our dear Tito Alfie Lorenzo who has joined our Creator at 2:12 this morning. We are just coordinating the wake details with the family as we would want to be faithful to his last requests. We shall keep you posted. Thank you for your understanding and being one of us in this time of grief.”

    While Santos said in the summer that she and Lorenzo “talked amicably” as early as August 2016 when she asked permission to move on after over three decades under the latter’s management, Lorenzo’s statement bore the opposite. He cited disagreements in finances as the cause of Santos’ decision to leave him, an issue the actress decided to let go, saying, “Tito Alfie is not just my manager. He is family.”

    The veteran talent manager with his most famous and long-time ward Judy Ann Santos PHOTO FROM RANDOM REPUBLIKA.COM

    It is unclear whether Santos and Lorenzo were in speaking terms at the time of the manager’s death.

    Lorenzo will be remembered as a very colorful personality in Philippine showbiz. Permanently sporting a beard and long hair, he had a penchant for wearing statement shirts, hats and lots of jewelry.

    Throughout his career, despite getting into countless word wars with his own wards, actors, producers and other feisty personalities in showbiz like him, Lorenzo was also known to be kind-hearted and generous often giving religious items like rosaries and delicacies from his hometown of Pampanga to long-time friends and colleagues of whom he was fond.

    Lorenzo was also a pioneering showbiz columnist in top tabloids up to the time of his death, and had hosted several talk shows throughout his 60 years in the business. He was part of the erstwhile “Troika,” along with Oskee Salazar and Billy Balbastro, which lorded over showbiz writing for decades. Salazar passed away in December 1999, and Balbastro almost a decade later in February 2008.

    Besides Santos, Lorenzo also managed the early careers of Ruffa Guttierez and Sunshine Cruz. He also discovered and mentored actors Edgar Mande, Lito Pimentel, Rey Abellana and Jeffrey Santos.

    Two wakes have been organized to enable Lorenzo’s friends and family to pay their final respects. His remains were taken to Arlington Memorial Chapels in Araneta Avenue, Quezon City, late Tuesday and will be transferred to his hometown in Pampanga at a date yet to be announced. Funeral details will follow thereafter.


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