By Pablo Breton | Music as heard on SPIN

Sasha Devic

Hailing from Sarajevo, a combination of creative thinking and grueling nonstop work has resulted in an amazing portfolio that includes recently launched Cannes Fashion Week, the official party of New York Fashion Week, London Fashion Week, Milan Fashion Week, the US Open and much more.

Did we mention he was manager of Playboy Mansion Europe and is going to school throughout all this? Yep, that too.

MN: In some of your recent interviews, including on Joonbug, you mention a lot of what goes into being a successful producer in the entertainment world: nonstop work, a genuine caring for people and values like enthusiasm, focus and responsibility.

Your success speaks for itself, having entertained celebs like Rihanna, P.Diddy, Ciara, Kim Kardashian, etc. The more I go through life the more I feel like a spirit of service to others is the key to success in everything. What’s your philosophy to success in a nutshell, and how did it come about?

SASHA: Hard work and love for what you are doing! You need to give everything that you have. I am very happy and excited that I can create events and parties that are entertaining people around the world.

You have to be very innovative and creative to deliver something special that will make people happy. You want them to leave the venue with the comment: “That’s was great and fun night!” and make them come back for the next one.

I am very, very passionate about what I do every day and have lot of enthusiasm.

I’ve heard people in the neighborhood going to work and I’m going to bed with smile on my face, excited to have created  a new event idea.

In next few days, the one year anniversary of 7D | Seven Dimensions is coming up and I really feel very happy, proud and blessed for creating successful brand along with my business partner and friend Emidio Sacramento. Parties are not all that we do; we’re growing and focusing also on producing and organizing corporate and special events for brands and businesses in many different fields/industries.

I have to add that I would like to say special thanks to Missouri Valley College that has an understanding for my business and busy schedule. They have great educational program and I’m happy that I am part of it.

MN: It’s interesting how the universe seems to constantly throw tests at us. It’s almost as though we’re constantly given a series of choices, either to grow and change or stay where we are. For example, before becoming a producer you were a professional basketball player, but an injury forced you to change course.

It was after your injury you met your first mentor, Zark Fatah. How did that come about? From his website he seems like a man with vision and style. Tell me more about how he’s influenced you, and about your partnership.

SASHA: There are so many people to thank for this wonderful life, besides my parents, of course. And there are three names that changed my life and helped. Two are involved in basketball: Fergal Kelly and Richard Avery.

I had no idea about entertainment and hospitality, but somehow I saw a very unique concept of venue called ATELIER in Toronto. I picked my phone and called. I was on the phone with Zark Fatah asking him probably thousands of questions. After that day, I was more and more interested in everything that has to do with venues, events / parties, promotions and the whole entertainment business.

Very soon, Zark introduced me to his partner Ralf Madi and group of promoters that were working at their venues. Day by day, I was more obsessed by their work and I had tremendous will and passion to learn.

Zark is great influence! He is one of the key players in nightlife industry and most important, really great person.

I have to share finally meeting Zark in person: I was supposed to do one event in Toronto, his hometown, during Fashion Week. It was great experience to spend some time with him. He was an amazing host! Night started when we first went to one of his restaurants/lounges for quick drink, then we went to his another restaurant, Blowfish, for dinner.

Blowfish is beautiful place with two locations in Toronto. After that we headed to meet some people at Thompson Hotel and finally to party at his newest club MAISON, probably the best club in Canada! When we were walking to Blowfish, I made a joke and said : “ Zark, have you watched the movie Limitless? Trust me, you are beyond Limitless, haha.”

MN: You know it’s funny, before becoming involved in the world of fashion I was primarily a musician, and I was very involved with charity and aid work. I liked the motto I saw of Richard Nilsson’s, “You deserve it.” It would be remiss to disregard the obvious: that you come from a place that’s seen an incredible amount of hardship.

Although Sarajevo has rebounded as the leading business and cultural centre of Bosnia and Herzegovina, obviously no one can forget the terrible wars that ended in the mid-’90s. You would have been around 10 when the war ended, so of course you remember some of the climate of the time.

I guess what I’m trying to say is that I think another key to success is gratitude. No matter where we are or what we’re doing in life, it’s so important to be grateful for everything positive in our lives. And somehow that’s what enables us to move forward. And everyone deserves happiness. So it’s also exciting and encouraging to see how people like you or Richard Nilsson become dedicated to giving back, with events like The Global Party, for example.

Tell me what you think about gratitude, charity, and / or a bit more about your friendship with Richard Nilsson.

SASHA: Of course there has to be gratitude. I am very thankful for every positive thing in this life and we have to help others.

I am also planning to do charity events with some of my friends from the world of tennis. As you know, Novak Djokovic is currently World No. 1, and we go out to events and parties when we’re in the same cities. Another tennis player I really consider as a great person and friend is World No.9 Janko Tipsarevic! Other names include Nenad Zimonjic and Viktor Troicki.

MN: After being event director for World Fashion Channel for 3 years, just few weeks ago you were appointed as Head of Events for FASHION ONE, a leading global TV network in Fashion and Lifestyle. You’re also working on licensing Cannes Fashion Week (I definitely plan on covering that now) and a tour of all the major Fashion Weeks. Tell me more about your plans for fashion event coverage and promotion.

SASHA: I am very, very happy to be part of FASHION ONE. Our team is very dynamic and young.

I’m sure that I’ll learn a lot with them and that we’re all enjoying our time at FASHION ONE.

I am creating a very unique and special concept with FASHION ONE that none of the TV networks in the world has done before: the concept will involve all major Fashion Weeks in the world (Paris, London Milan, New York) where we will have exclusive Fashion One parties and events, behind-the-scene happenings, celebrities  and coverage of the hottest events in all those cities during Fashion Weeks.

For example, the Vivienne Westwood after party, L’Oreal party and an official FASHION ONE party at each Fashion Week, which we’ll will broadcast on TV around the world. There are many other exciting projects that we are planning to do in 2012.[/quote]

Richard has amazing ideas to rock the show this year and surprise everyone! At the moment, we are renovating beautiful Villa Oxygene and beside Cannes Fashion Week, we are thinking about opening SUPERIEUR LOUNGE which will enable us to do other events and parties during the Cannes Film Festival. FASHION ONE is the official media sponsor for Cannes Fashion Week and we will have a presence at some major events during Cannes Film Festival.

MN: Happy birthday. I know you just turned 25 and celebrated in Miami, at Club Wall and LIV. At this milestone in your life, what do you see in your future, personally and professionally? What are your goals?

SD:  Thank you! It was unforgettable! This is the third year in a row that I’m celebrating my birthday in Miami.

They have some of the best and most beautiful crews in the world! This year at my birthday party I had singer Craig David, soccer legend Christian Vieri, Miss Bolivia, Miss Universe Olivia, many friends and models. I have to mention my good friend Patrcik Pizzorni and Albertoo Beeck, two of them from Triarchy; they played an amazing DJ set for my birthday at club WALL in Miami. I always have the best time in Miami, great memories.

We are building something special and we will have a great year! All my plans and goals are attached to FASHION ONE.

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