Josef Bogdanovich humbled by AFJ honour, driven to do more
Published:Sunday | October 5, 2025 | 12:14 AMKenrick Morgan - Sunday Gleaner Writer
American Friends of Jamaica (AFJ) honouree, Josef ‘Joe’ Bogdanovich, says he and his company, DownSound Entertainment, remain committed to raising the standard of entertainment in Jamaica, creating an environment where the island’s festivals are on par with the best in the world.
“At DownSound Entertainment, we’re always focused on raising the bar of entertainment in Jamaica. The vision has been to make Jamaica competitive on the world stage, standing shoulder to shoulder with festivals like Coachella in the US, Glastonbury in the UK, and Tomorrowland in Belgium,” Bogdanovich told The Sunday Gleaner.
“Entertainment is a powerful tool, and I believe Bob Marley set the standard with the most positive expression the world has ever seen. To contribute in a way that helps restore balance, celebrates our roots, and pushes reggae and dancehall into global relevance – that’s a responsibility I take seriously, and one I’m proud to carry forward,” he added.
Bogdanovich’s comments come fresh on the heels of the news that he would be honoured with AFJ’s International Achievement Award at their annual Hummingbird Gala in New York. The award is for Bogdanovich’s “dynamic contributions to Jamaica’s cultural economy and global entertainment landscape, and his support for local talent and charitable causes”.
The DownSound head says he was “humbled” by the announcement. But he is even more starstruck by the calibre of the awarding organisation.
“The first thing that struck me was their commitment – 43 years of consistently contributing to Jamaica’s growth. That’s no small feat. To now be recognised by an organisation with that kind of history and impact means a great deal to me. It validates the hard work I’ve poured into Jamaica – through music, culture, and community, and it inspires me to keep pushing forward,” Bogdanovich said.
“I see it as another notch in the belt along this incredible journey,” the veteran entertainment mogul added.
Growing Reggae Sumfest with this newfound pep in his step, Bogdanovich shared what’s next for his company’s flagship event.
“There are several steps ahead on this ascent towards greater unity and growth. We’ve had invitations from many countries to take the Sumfest experience abroad, and we’ve already started moving in that direction. At the same time, we’re focused on building more here at home. Over the years, we’ve built trust with sponsors and government partners who recognise the music industry’s real impact – significant cash flow for the economy, confidence for tourism, and a magnetic pull for fans worldwide. Jamaica’s festivals have the power to unify, and the future is about harnessing that fully as an industry,” he said.
When pondering how successful the event has become under his leadership, Bogdanovich said, “What makes me most proud is that through it all, we’ve remained steadfast, focused, and balanced, and Sumfest has risen to become a festival that represents Jamaica at its best.”
At this year’s staging of the Hummingbird Gala, Bogdanovich will be honoured next to fellow philanthropist Jason Henzell. The gala is expected to bring together leaders from several fields, members of the Jamaican diaspora, and global supporters.
Bogdanovich’s journey has been filled with its fair share of ups and downs, but the entertainment giant says there’s still a long way to go.
“My legacy is still unfolding. I have children here and abroad who are free-spirited, educated, and guided by the time and values we’ve shared together. For me, legacy is less about titles or accolades and more about good deeds, self-confidence, and moral integrity. If I’m remembered for contributing to Jamaica’s culture, nurturing family, and doing my best to uplift this island of champions, then I’ve done my part,” Bogdanovich told The Sunday Gleaner.
The 2025 AFJ Hummingbird Gala will take place on Friday, October 10, at the Plaza Hotel in New York City.