Sound Decisions

Jayson Sawyer is bringing back live music and changing the game while he’s at it.

BY TYRA BELL-HOLLAND

Even a year of canceled and postponed live entertainment couldn’t deter JABM founder and CEO Jayson Sawyer, who remains on a trajectory to become a leading force in live music for Las Vegas and throughout California. 

The latest venue to benefit from Sawyer’s talents: the 7-acre Craig Ranch Regional Amphitheater, nestled inside 170 acres in North Las Vegas. When he toured the amphitheater in May, Sawyer knew that he could bring some much-deserved attention to this little oasis inside a sprawling park — complete with a lake — in hopes of partnering with local organizations to enhance the experience for concertgoers and being at the center of the post-COVID comeback. 

For Sawyer, JABM is more than a name — it’s a legacy passed down by his father. A Black-owned entertainment and events company, it was founder in 2020 by a small group of Silicon Valley entrepreneurs with a vision. They formed the company with one mission in mind: pioneering change across the industry while positively impacting the communities they serve. 

Appointed CEO in January 2020, Sawyer comes from a tech sales background — having worked most recently at LeanData and Adobe. Applying business methodologies typically used in a startup environment, Jayson has led JABM in make significant strides in their first year with several shows in the Bay area such as “BMW Night Under the Stars” featuring comedian Earthquake. In Las Vegas, his first summer concert at Craig Ranch Amphitheater — with Cypress Hill, Atmosphere and Producer/DJ Z-Trip — was triumphant. It was summertime in Las Vegas, scorching hot. How would this affect ticket sales and attendance? What was realized is that this community was ready to embrace outdoor festivals, to celebrate life, and be connected by the music which meant something. It was more than a concert; it was a lifeline to many and single-handedly placed this little jewel in the desert on the live music map. 

So what’s next? None other than the queen of neo-soul, Erykah Badu. Quickly becoming one of the most anticipated shows coming to Las Vegas. 

“As guidelines and restrictions begin to ease regarding the pandemic, you can expect to see more JABM events being rolled out nationwide,” said Sawyer. “These curated live experiences allow for every patron to feel like a VIP from the moment they step into the door. A standard that JABM commits to upholding as the company scales.”