The curtain may be rising on another spectacular Reggae Sumfest, but behind the scenes, one of Jamaica’s most influential promoters is sounding the alarm. Joe Bogdanovich, CEO of Downsound Entertainment and the man behind Reggae Sumfest since 2016, says the escalating cost of producing live events in Jamaica is becoming unsustainable. From exorbitant artiste fees to sky-high equipment rentals, Bogdanovich warns that these challenges are pushing promoters to the brink — and if left unchecked, could jeopardise the future of large-scale productions on the island.
“Things cost too much money to do a stage show. The artistes charge a lot of money,” Bogdanovich told The Star, urging stakeholders to step back and consider the bigger picture. “It’s just too darn expensive for us and a lot of people to make a profit, and without a profit, you’re not gonna be in business for long.” His comments come as the 32nd staging of Reggae Sumfest prepares to transform Montego Bay into a hub of culture and celebration from July 13 to 19. But even amid the excitement, the promoter is calling for a cultural reset among the industry’s players.
Beyond the financial strain, Bogdanovich pointed to recurring issues that hinder the success of local shows — namely poor communication and a lack of punctuality among artistes and their teams. “The ‘soon come’ thing doesn’t work. You can’t make money with ‘soon come, ’” he said, emphasising that professionalism and time management are critical to a well-run production. “The energy you get by being on time and everybody is in sync, it’s synchronised.”
For Bogdanovich, success hinges not only on budgets and timelines but on leadership and vision. “You have to keep getting better and keep improving your knowledge about how to do your job better and with less resistance. You need solutions to your problems, not complaints — you are broke complaining,” he noted, underscoring the importance of resilience and adaptability in a competitive industry.
Still, amid the challenges, Bogdanovich remains optimistic about Jamaica’s entertainment future — particularly in Kingston. With the capital already recognized as a UNESCO Creative City of Music, he believes it has the potential to become the island’s show capital. “We can get a lot better, but Kingston has the opportunity to take that prize,” he said, applauding the government’s efforts to enhance entertainment zones. But he insists it will take “a collective effort from everyone” to fully realise the city’s potential.
