When one considers the many activities of this Jack of all reggae trades, one pictures a dynamic young businessman. But Joe Bogdanovich, who declines to disclose his age, was a student at Boston University when President John F. Kennedy was assassinated.
has an unlikely yet passionate ambassador—a white American businessman of a certain age who is investing big energy and even bigger money to spread the gospel of reggae and lure tourists to its source. His name is Joe Bogdanovich. This California native could have invested his fortune anywhere in the world, but he chose the island nation of Jamaica. He doesn’t like to talk about where his money originally came from, but it is well known that he is the grandson and heir of the late Martin J.
Just recently his reggae festival Sumfest 2022 pumped $20 million into the Jamaican economy. It was the culmination of Bogdanovich’s involvement in Jamaica that dates to 1999, when he moved his Los Angeles company DownSound Records to Kingston and began developing local talent that eventually crossed borders, including Nuff Nuff, Ninjaman, Elephant Man and Nanko.
Bogdanovich went to work and found additional sponsors after promising a more commercial approach without the renegade excitement, gunshots, excessive drinking, and violence that had scared sponsors away. He also sent the festival out into the world—to 179 countries via Comcast pay-per-view. “We were even on schedule with a start time,” he says. “It ended without the use of bad words, violence, or stampedes.
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