JACKSONVILLE, Fla. – Who’s behind Cr8Jax?
Well, if you ask Toni Smailagić, it could be anyone else who claims the title.
Toni founded the Jacksonville-based platform in 2016 after noticing a lack of visibility for local artists.
While he shies away from promoting himself as the face of the brand, Toni describes his role simply as a “piece of the puzzle” — a conduit, helping build a trusted resource that has connected the community to local arts, things to do and culture for nearly a decade.
EPISODE 4 | Meet Wade Lee Richards - His path planted the seeds to turn grief into growth in Jacksonville
On the next episode of “Voices of the 904,” Toni steps out from behind the lens to talk burnout, personal growth and his evolving perspective on Jacksonville’s growth and how those shifts have reshaped his approach to Cr8Jax.
At his core, it’s always been about people.
“People shape how you feel about the city,” Toni said. “Jacksonville, I really love the city. I love the people who are in the city. You get to know them through the events. You get to see them expressing joy. That’s usually what I’m looking for whenever I cover events.”
His direction may have shifted, but his mission remains the same: "Introducing Jacksonville to Jacksonville."
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