Founder & CEO
Jafet Santiago
Founder & President, Sparkof Entertainment Group Corp.
Co-Founder & Partner, Vax Development Group LLC
Jafet Santiago is a pioneering entrepreneur and entertainment executive with over two decades of leadership in building and scaling multifaceted media enterprises. As the Founder and President of Sparkof Entertainment Group Corp. (est. 2004), he has strategically positioned the company across three core verticals: Live Event Production, Content Production, and Strategic Consulting.
Santiago’s expertise in the live sector is defined by his production of large-scale international events, major music festivals, and high-profile concert series. In 2025, this expanded into professional sports as he became the General Producer and Promoter for the Senadores de San Juan professional baseball team. His industry success previously led to a strategic joint venture between Sparkof and Universal Music Latin Entertainment (UMLE), where Santiago led new business and brand alliance initiatives. He later served as Executive Producer for the Sparkof/Machete/UMLE alliance. As a top-tier manager and agent, his representative portfolio has included premier talent such as MLB Hall of Famer Roberto Alomar and global music star Prince Royce.
Anticipating industry shifts toward owned media, Santiago founded Sparkof Media in 2020. This division houses Sparkof Studios and the influential “Jafet Santiago Podcast” and "El Negocio del entretenimiento" (The Business of Entertainment) podcast, which ranked in the Top 10% of most-followed business news podcasts globally on Spotify for 2022 and 2023. This media ecosystem is complemented by Sparkof Magazine, a publication dedicated to entertainment business news and recognizing Latino executive talent.
In 2023, Jafet co-founded Vax Development Group LLC, a real estate development firm extending his focus into the acquisition and development of specialized entertainment venues.
A respected industry leader, Santiago has held numerous governance roles for Puerto Rico's Public Show Producers Association, including serving as a Board Director. His legacy is further cemented in academia as the architect and creator of the Bachelor's Degree in Event Production and Marketing at the Universidad del Sagrado Corazón.
Leroy E. Santiago
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Melissa Ortiz
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