Meet Sebastian Bonner of Atlanta

Today we’d like to introduce you to Sebastian Bonner.

Hi Sebastian, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Sebastian C. Bonner, A.T.A.

Sebastian C. Bonner, A.T.A., is an Atlanta-born entertainment executive, talent strategist, producer, and cultural curator with more than two decades of experience spanning music, television, live events, touring, talent relations, and community leadership.

Born and raised in Atlanta and growing up in Cobb County, Sebastian experienced firsthand the realities of racism and discrimination while being raised in a household deeply rooted in excellence, service, and resilience. He was raised by his mother alongside the unwavering support of his grandparents—his grandfather, a retired Master Sergeant and successful entrepreneur, and his grandmother, a devoted homemaker, civil rights leader, and philanthropist—whose influence helped shape his lifelong commitment to leadership, advocacy, and community impact.

Sebastian began his entertainment career in 2000 and secured his first paid role in 2001 with Atlanta radio powerhouse WVEE (V-103), working under radio personality Tasha Love in the events department. That early opportunity laid the foundation for what would become an expansive career in live events, artist relations, and entertainment operations.

He later transitioned to So So Def Recordings, where he worked under an assistant to Jermaine Dupri and gained firsthand touring experience with Bow Wow during the iconic Scream Tour era. During this time, Sebastian developed experience in nearly every aspect of touring and artist management, serving in roles ranging from personal assistant to tour manager and operational lead.

His career expanded further when he joined Columbia Records, which later led to opportunities within Sony Music Entertainment, where he sharpened his expertise in artist development, talent logistics, and entertainment operations at the corporate level.

Sebastian later joined Cossette Productions, which evolved into Jesse Collins Entertainment, where he helped build his reputation in talent relations and live television production. During this chapter of his career, he contributed to some of entertainment’s most prestigious platforms, including the Grammy Awards, BET Awards, Black Girls Rock!, BET Honors, BET Hip Hop Awards, Soul Train Music Awards, the Super Bowl Halftime Show, Essence Music Festival, NBA All-Star Weekend, Black Music Honors, and Stellar Awards.

Throughout his career, Sebastian has worked with an impressive roster of talent including Drake, Future, Nicki Minaj, Gucci Mane, Wale, Migos, Kelly Rowland, French Montana, Chris Brown, and the late legendary Whitney Houston.

While building his entertainment career, Sebastian also became increasingly involved with the NAACP, where he helped secure and book talent for conventions, conferences, and major organizational events. His unique ability to merge entertainment with advocacy has made him a respected force at the intersection of celebrity engagement, culture, and community empowerment.

By the time he completed high school, Sebastian had already launched his first entrepreneurial venture—an agency focused on placing celebrity assistants with high-profile talent nationwide. That early business evolved into what is now SCB Enterprises, a multifaceted entertainment company that reflects his expertise in talent booking, touring, production management, strategic partnerships, and entertainment consulting.

Today, Sebastian serves as Managing Partner of SCB Touring, a division of SCB Enterprises: Sports & Entertainment Talent Services Firm, while also consulting with Sony Music Entertainment. He continues producing major Pride festivals, Black Pride weekends, destination events, and cultural experiences nationwide while creating platforms that connect entertainment, sports, culture, and community.

In addition to his entertainment leadership, Sebastian remains deeply committed to civil rights advocacy and currently serves within the NAACP as:

* Silver Life Member
* 1st Vice President, Cobb County Branch NAACP
* Chair Emeritus, Georgia State Conference ACT-SO
* NAACP Image Awards Nomination Committee Member
* NAACP LGBTQIA Committee Member

Over the course of his career, Sebastian has evolved through nearly every level of the entertainment industry—serving as a volunteer, intern, assistant, coordinator, manager, director, general manager, and vice president across multiple organizations.

A multi-award nominee and winner, Sebastian C. Bonner, A.T.A. continues to shape culture through innovation, advocacy, entrepreneurship, and an unwavering commitment to excellence while creating opportunities for the next generation of leaders in entertainment and beyond.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely has not been a smooth road—and honestly, that’s a major part of what shaped me.

I was born and raised in Atlanta and grew up in Cobb County during a time when navigating race, identity, and opportunity often came with real challenges. I experienced racism and discrimination early on, and I also had to learn how to navigate spaces where people didn’t always expect someone who looked like me—or came from my background—to succeed at a high level. At the same time, I was raised in a family that instilled discipline, faith, service, and resilience in me. My mother and grandparents constantly reinforced the importance of perseverance, and that foundation carried me through some very difficult seasons.

Professionally, my entertainment journey started from the absolute bottom. I wasn’t handed opportunities—I worked as a volunteer, intern, assistant, coordinator, and eventually worked my way into executive leadership roles. Early in my career, I often found myself in rooms where I was doing high-level work but wasn’t always receiving the title, compensation, or recognition that matched my contributions. That can be frustrating, especially in entertainment where relationships, politics, and timing often play a major role in advancement.

There were also moments where I had to rebuild. The entertainment industry can be incredibly unpredictable—projects get canceled, companies restructure, opportunities disappear overnight, and sometimes you have to pivot quickly. I’ve experienced professional setbacks, financial sacrifices, and moments where I had to choose between stability and betting on myself. Entrepreneurship brought its own challenges as well, because building something from the ground up requires risk, patience, and the ability to keep going even when results aren’t immediate.

I’ve also had to navigate personal sacrifices. Working in entertainment means long hours, constant travel, missing family moments, and balancing demanding schedules with personal responsibilities. There were seasons where I was pouring into major productions and helping others build their dreams while still figuring out how to prioritize my own vision.

And then there’s the challenge of being someone who works across multiple spaces—entertainment, business, activism, and community leadership. Sometimes people try to box you into one lane, but I’ve always believed my purpose was bigger than one title. I’ve had to trust my instincts even when others didn’t fully understand the vision.

What I’m most proud of is that through every setback, I’ve remained consistent. I kept evolving, kept building relationships, and kept creating opportunities—not just for myself, but for others. Every challenge taught me something about leadership, humility, resilience, and purpose.

The road hasn’t been smooth—but it’s been meaningful. And I think the obstacles made me sharper, stronger, and more intentional about the legacy I want to leave behind.

Appreciate you sharing that. What else should we know about what you do?
I’m an Atlanta-born entertainment executive, talent strategist, producer, and cultural curator with more than two decades of experience spanning music, television, touring, live events, talent relations, and community leadership.

I began my career in entertainment in 2000 and landed my first paid opportunity in 2001 with Atlanta’s WVEE (V-103) working in the events department under radio personality Tasha Love. That role introduced me to live event production and artist relations and ultimately sparked what became a lifelong career in entertainment. From there, I transitioned into So So Def Recordings during the height of its dominance, where I gained hands-on touring experience working alongside Jermaine Dupri’s team and supporting Bow Wow during the iconic Scream Tour era.

Over the years, I’ve had the opportunity to grow through nearly every level of the business—volunteer, intern, assistant, coordinator, manager, director, general manager, and vice president—which has given me a very unique understanding of the entertainment industry from the ground up. My career later expanded through opportunities with Columbia Records, Sony Music Entertainment, Cossette Productions, and Jesse Collins Entertainment, where I worked across talent relations, production management, artist development, and live television.

I’ve contributed to some of entertainment’s biggest stages and cultural moments including the Super Bowl Halftime Show, Grammy Awards, BET Awards, BET Hip Hop Awards, Soul Train Music Awards, Black Girls Rock!, Essence Music Festival, NBA All-Star Weekend, Black Music Honors, and Stellar Awards. I’ve also had the privilege of working with incredible artists including Drake, Future, Nicki Minaj, Gucci Mane, Wale, Migos, Kelly Rowland, Chris Brown, and the late legendary Whitney Houston.

Today, I serve as Managing Partner of SCB Touring, a division of SCB Enterprises: Sports & Entertainment Talent Services Firm, and I also consult with Sony Music Entertainment. I specialize in talent strategy, live event production, artist development, touring logistics, and building large-scale cultural experiences—including Pride festivals, destination weekends, and entertainment-driven events across the country.

What I’m most proud of is being able to successfully bridge entertainment and community impact. In addition to my entertainment career, I serve as a Silver Life Member of the NAACP, 1st Vice President of the Cobb County Branch, Chair Emeritus of Georgia ACT-SO, a member of the NAACP Image Awards Nomination Committee, and the NAACP LGBTQIA Committee.

What sets me apart is that I’ve truly built my career from the ground up and I understand both the creative and operational sides of entertainment. I know how to move seamlessly between boardrooms, backstage production meetings, artist management conversations, and community spaces—all while creating opportunities that leave a lasting cultural impact.

So, before we go, how can our readers or others connect or collaborate with you? How can they support you?
People can engage with my work in a few clear ways depending on what they bring to the table.

First, collaboration. I work across entertainment, talent development, live events, and cultural programming, so I’m always open to partnering with artists, producers, promoters, writers, and organizations that are building something intentional. That can look like co-producing events, developing talent showcases, shaping touring or activation strategies, or building community-driven cultural experiences. The best collaborations are the ones where there’s alignment in vision—not just access or exposure, but purpose and execution.

Second, professional services and project-based work. Teams, brands, and organizations can bring me in for consulting around talent strategy, event development, production planning, and campaign rollout support. That includes helping structure ideas into executable plans, building out programming, and connecting the right people to move projects forward efficiently.

Third, community and institutional partnerships. I’m especially interested in working with organizations like NAACP branches, schools, and civic groups on initiatives tied to youth development, arts exposure, and leadership programming. That includes workshops, ACT-SO support, and event-based mentorship opportunities that create real pipelines for young talent.

And finally, support can also mean amplification. Sharing projects, showing up to events, connecting the right people, or helping expand visibility for initiatives I’m involved in all make a difference. In this space, relationships and reach matter just as much as funding or formal roles.

If you want, I can  tailor this into a polished “speaker bio / booking page” version or a  short Instagram/LinkedIn version depending on where you plan to use it.

Contact Info:

• Instagram: @scbmgmt
• Twitter: @celeb_assistant