Jonathan Sterling expands business portfolio

MANILA, Philippines — Jonathan Sterling is expanding his business interests beyond technology, bringing his experience as a tech entrepreneur and investor into the Philippine entertainment industry through his latest venture, GOAT Creative Studios.

Sterling, who has a background in technology entrepreneurship and software engineering, co-founded the production company with Emmy Award-winning producer Michael Carandang. The studio officially launched in August, with Celeste Unscripted among its first projects.

The move marks a new direction for Sterling, whose entrepreneurial career has largely been associated with technology.

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Rather than simply entering entertainment, however, GOAT Creative Studios is positioned around developing original unscripted formats that can reach audiences beyond the Philippines.

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The company describes itself as an “IP lab” that combines culture and business to create formats that can connect with audiences internationally.

Its stated goal is to build global franchises that celebrate local culture while remaining adaptable to audiences around the world.

Carandang brings two decades of experience in American and Philippine television, including work on The Jerry Springer Show, The Tyra Banks Show, and America’s Next Top Model. He also won a Daytime Emmy for his work on The Tyra Banks Show.

For Sterling, the partnership provides an opportunity to invest in a different kind of business while supporting Carandang’s vision for Filipino storytelling.

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At the studio’s launch, Sterling described the venture as an investment not only in a company but also in the Philippine economy, with the goal of creating opportunities for local talent.

GOAT’s initial slate includes Celeste Unscripted, an eight-episode docuseries following former Miss Universe Philippines Celeste Cortesi asshe navigates business, relationships, motherhood, and life after pageantry.

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The studio has also announced Songbird, a documentary about singer Regine Velasquez’s career.

Beyond its first projects, GOAT says it plans to continue developing reality series, documentaries, and other unscripted formats designed to travel across markets.

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Sterling’s move into entertainment therefore adds another layer to his entrepreneurial portfolio—one that combines investment, media, and an increasingly global approach to Filipino storytelling. /cb