Public relations firms often vie to bring world-class entertainment acts to most venues, but it can sometimes be a challenge bringing world renowned celebrities to Africa, according to Jo-Ann Geffen, president and CEO of JAG Entertainment, a company based in Sherman Oaks, Calif.

JAG Entertainment is a public relations and marketing company as well as a celebrity booking resource. The company has been in business for over 40 years.

The biggest challenge of bringing entertainers to South Africa  and other African countries is the expense, particularly the always changing dynamics of local currencies against the dollar that make it difficult to budget.

“There used to be sponsorship opportunities but they are not as readily available as they were and combined with the current value of the rand vs. the dollar – it is really adds to the budget,” Geffen said.

Geffen said she had seen difficulties between the U.S. and South Africa just as apartheid was being demolished, when she was representing the famous Reggae band, Amandla, to schedule international tours.

In the 1990s, Geffen was trying to book the band in Lesotho, Namibia and Botswana.

End of the Apartheid Era

“Despite the timing and well-meaning goal to include South Africans in world culture and endorse popular celebrities, there was a terrible backlash in the efforts to form a partnership,” Geffen said.

“During the time we spent there, Nelson Mandela (not yet president at the time)  was negotiating on behalf of ANC to end of apartheid and brought it (the struggle) to a peaceful and effective conclusion.”

It was at that time Geffen said she saw a drastic change in the way the U.S. and South Africa did business together.

“As a result, and in order to do complete due diligence and be educated in the affairs and politics of the country, relationships developed with various entities over there and it was an amazing experience – as if I was a part of the changing of the guards,” Geffen said.

Upon her return to the U.S., shortly after which Mandela and DeKlerk became presidents and the first peaceful “revolution” was successful under their guidance, Geffen said the doors were open to business as usual with foreign governments who had sanctions against the country previously.

So much time had elapsed, that the contacts broadcast companies and advertising agencies had in America (and the U.K., Australia and throughout the world for that matter) were very limited and they needed a liaison to bridge the time gap and fulfill their needs for product, marketing materials and celebrity presence,” Geffen said in an email.

“We became the go-to-place for programming, ad slicks, promo material and celebrity interviews to promote the new shows they could now introduce,” Geffen said.

But still, difficulties remained.

“Between the government policies and regulations and the cost of travel, we still can’t seem to get as many of our clients there (Southern Africa) which is frustrating because I know many of them would be well-received by residents there,” she said.

The company continues to book as many events as possible for clients in Lesotho, Namibia, Botswana and South Africa.

“In addition, there were events like Miss World, Red Nose Day and numerous award shows, concerts and charity endeavors that required celebrities – and we were able to deliver them, from Fran Drescher to Larry King, Christie Brinkley to Lou Gossett, Jr. and Vanessa Williams,” Geffen said.

Geffen added that she truly enjoys doing business in South Africa.

“I love the country, the people, the venues, the culture – pretty much everything about it,” she said.

Hazel Feldman who works for Showtime Entertainment Management Limited in South Africa, a business that deals with JAG entertainment, said she has worked with JAG Entertainment for more than 20 years as an agent and supplier of various artists and events.

“I deal with all the major entertainment agencies and Broadway producers in the United States and I have only had excellent dealings with JAG,” she said, adding that she also deals with various other countries in Asia as well.

Janine Opperman, producer at M-Net, a subscription-funded telecommunications company in South Africa, has had regular contracts with JAG Entertainment as well.

“Staff members have said the company is very easy to work with and we would welcome working with them again with new contracts in the future,” Opperman said.

The South African Broadcasting Corporation, a public service and commercial broadcasting organization, has done business in the past with JAG Entertainment as well, Geffen said in an email.