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Serena C

Serena C

Celebrity DJ, Mix FM, 2008
Bachelor of Arts (Mass Communication) Curtin University

In music there is no point in preaching anti-piracy anymore because that isn’t going to go away. Talents will keep emerging and it’s whether or not they can figure out a way to sustain their image and manoeuvre around obstacles to make a name for themselves and achieve their dreams.

Star quality

Written by Christine Chan

There is something very sultry about Serena in person and she matches that husky voice that you hear on the air as the very popular DJ of Mix FM. Christine Chan managed to catch a few moments with this busy lady to share a few thoughts about the industry as well as the time she had spent as a Limkokwing student.

In the seven years that Serena C has been in the industry she has grown by leaps and bounds. She began as a DJ for radio while studying at Limkokwing. She grew to love the job and went full time into it after graduating in 2004 with a BA in Mass Communication.

I guess with so many radio and TV stations there are no shortage of avenues to promote oneself. This is an interdependent, symbiotic and ever-evolving industry. That’s why I love it!

Today she still retains her passion as a radio DJ but has found time to do television commercials, host talk shows, do voice-overs, write scripts and be a product ambassador.

“I love it,” says Serena who enjoys the work even if it means getting up at 4 in the morning to rush to the radio station and start her morning show on Mix FM and be all chirpy on air as millions tune in regularly to hear that husky voice.

It’s hard sometimes, she says, to sound happy when she is feeling down in the dumps. “But that’s the challenge and it makes me a stronger person to overcome these hurdles.”

Her popularity has cast aside common beliefs that a DJ can last only up to seven years in the industry. “Radio is getting more and more competitive every day. In the last few years, many stations have surfaced and that’s great. Healthy competition drives us to perform better.

“I guess with so many radio and TV stations there are no shortage of avenues to promote oneself. This is an interdependent, symbiotic and ever-evolving industry. That’s why I love it,” she says.

When she is not busy at the radio station Serena is master of ceremonies and she has done over 300 events ranging from corporate events, fashion shows, magazine events, concerts, product showcases and regional conferences.

I enjoyed my days at Limkokwing and the best lessons have been the experience of multi-tasking and learning to manage time. Limkokwing University is a dynamic university. It is a shining beacon in tertiary education.

She also has had the envious tasks of interviewing superstars like Britney Spears, Justin Timberlake, Maggie Q, just to name a few.

She has her views about the music industry having been an observer for so long. “There is no point in preaching anti-piracy anymore because that isn’t going to go away. Talents will keep emerging and its whether or not they can figure out a way to sustain their image and manoeuvre around obstacles to make a name for themselves and achieve their dreams.”

Serena, despite her success still reckons she has a long way to go. She is using Madonna as her role model to plan her way forward and make her mark in the world no matter how miniscule it may be.

But what were her student days like back at Limkokwing? “I enjoyed my days at Limkokwing and the best lessons have been the experience of multi-tasking and learning to manage time. Limkokwing University is a dynamic university. It is a shining beacon in tertiary education.”

Success is when one is sincerely happy with their work, their relationships and when one can smile through the hardest days in life.

Her advice to other students? “Never think that something is not achievable and that there is a field that is hard to penetrate. You can do whatever you want as long as you set your mind to it. Don’t ever think that a career in the radio industry is not a serious job. It is very serious.”

She said that in the entertainment industry you have to be yourself. “People can immediately see through when you are pretending to be someone you are not. That’s really unattractive. To be in-demand, keep up with what’s in and always re-invent.”

Her idea of success? “Success is when one is sincerely happy with their work, their relationships and when one can smile through the hardest days in life. Failure on the other hand is when someone lacks faith in themselves or when one gives up before trying.”

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