Anyone in this industry can tell you that in order to make it big in whatever field of entertainment you choose to follow; you have to work for it. Even then, it’s never a sure thing. I’ve seen a lot of talented faces come and go, and I’m sure they are just the some of the many to do so. So what is it, you might be asking yourself, that those who make it have going for them? I decided to ask the owner of one of San Diego’s more influential promotion companies exactly how he got where he is today.

By Morgan Huestis

It turns out that Jonas isn’t some flash in the pan, overnight success. Apparently this guy has put in his time and then some. Touring with Unwritten Law gave him a firsthand look at what happens behind the scenes of a nationally act. Not satisfied being just a roadie (I think “over it” was how he put it), Jonas decided to tour manage ‘Red Gun Radar’ for a while until ultimately he found himself back in San Diego. Reminiscing about the mid 90’s San Diego music scene, and inspired by Taylor Steel surf and skate movies, he figures ‘fuck it,’ and begins his own promotions company.

I can tell you for a fact that contacts can make you or break you, and fortunately for Jonas, he has plenty of those. This guy was tight with Osiris® back when they were Evil clothing. He dropped like 30 names on me, and they were all nationally touring bands, record labels, clothing companies, or other promoters. It’s like a who’s who of influential people. Thank God he has decided to use his powers for good.

I say that because one of the projects that takes up a lot of his time is called ‘Detour Live’ at the House Of Blues San Diego. It is geared specifically for getting new talent some much need exposure. I went to one of these concerts, mostly because my friend was playing, but I’m glad I went, because Jonas managed to pull some pretty sick acts. One was called Phono and had this smokin’ hot bass player. She must have been a lesbian, because she didn’t want to sleep with me, oh well…her loss.

Why would he bother with unknown bands? “There is so much undiscovered talent in San Diego that gets passed over. I just wanted to give them a chance to at least be seen on a big stage and show people what they’re missing.” He said. “It exposes their name to people who don’t really frequent smaller venues but might if they see that one of these bands is playing”. Also he has his boy “D.J. 1979” playing in between sets, so there’s no dead air at all, which is nice. And it’s not like he doesn’t still book bigger names. He can still get Unwritten Law to play, and more and more I am seeing his name around which is a good indication of his success.

So what does Jonas have planned for the future? Maybe a clothing line, maybe a record label, or an energy drink? Who knows? Whatever this guy touches seems to turn to gold, so maybe he should try putting his name on a stock car or going into politics; I could use a friend in Washington.