2 months ago
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From his first event, Art of Life – Tatts & Booze, to co-founding the now-popular Sandz party series, Jermaule Adair – better known as Nino – has turned his love for entertainment into a thriving business. Over the years, he’s played a key role in shaping Jamaica’s modern party scene, all while staying grounded in his values. Motivated by faith, family, and a serious work ethic, Nino keeps building – taking Sandz to new international locations and laying the foundation for a lasting legacy. In this edition of 5 Questions With..., he shares how it all started, what drives him, and the lessons he’s carrying forward.
You’ve built a name for yourself in entertainment. What first sparked your interest in events and how did it all begin?
I’ve always loved events. My friends and I would go to events even during the week and get two hours of sleep to go to work the next day. The vibe, the music, the people is my happy place. Then the Quad Club Manager approached my friends and I said we had enough “street cred” and introduced us to the idea of keeping our own party. We knew nothing about that but said “wi uh have nutten fi lose” and right off the bat it was good. The event was called ‘Art of Life– Tatts & Booze’ in 2012. Then, that led to the creation of Sandz in the summer of 2014 and then after the January 1, 2015 staging of Sandz; that’s when we knew in entertainment “wi nah guh nuh wey.”
Tell us about a recent or upcoming project that you’re especially excited about.
We have three projects! Sandz is going to England this year. I’ve never been to England and now Sandz is going there; first NIGHT Sandz on July 31 at the National Stadium; and my wife and I have started a group of companies – Adair Group of Companies– that is a turn-key business for event coordination, management and resources. And we will announce that soon, so look out!
Outside of the night life scene, what keeps you grounded and motivated?
God, ALWAYS! And, just remembering where I am coming from because I do not want to face those types of struggles again. My plans for the future – where I see my life and where I want to be. I want my last name ‘Adair’ to be a household name like ‘Azans’ and ‘Lee Chin,’ and I will never stop working to create a legacy for the children that my wife and I hope to have. When our children say their last name, people will know their parents put in [the] work for the legacy that they enjoy and will ultimately build on.
What did young Jermaule dream of becoming?
If you asked me any time in primary school what I wanted to become, I would say “a soldier.” My mother was always an entrepreneur and my father was also a car salesman. In third form I started to ask my father; “how yu mek money offa dis?” because I was always interested in making money. He would explain the amount of money he paid for the cars, then he explained the value of the cars and what he sold them for and then it made a whole lot of sense; and it sparked a lot of interest in me to become an entrepreneur too. I didn’t really fit into the 9-5 career path; so I chose to use a space I love (entertainment) to bring the same value I enjoy to other people.
What’s the biggest lesson your father taught you that still guides you today?
The biggest lesson my father taught me is to never give up. I saw the ups and downs that he faced. My father also owned a printery and it burned to the ground. He was resilient and he started another printery but it never evolved with the times and he had to stop after a while. He then did the car sales business and after a while I guess it wasn’t profitable and he stopped doing that and started a farm and he never ever stopped. That taught me to never stop no matter the challenges. No matter the ups and downs just keep moving forward. My father always said “you only stop trying when you have no more breath in your body” and I will never forget it.
BRAWTA:
What’s your favourite drink?
The Remy 75 of course, Remy Martin VSOP and Luc Belair – luxury yet urban – my vibe! Happy Cognac Week by the way!
English (US) ·