Meet Pradeepa Jeeva | CEO & Founder of Jeeva Productions

We had the good fortune of connecting with Pradeepa Jeeva and we’ve shared our conversation below.

Hi Pradeepa, we’d love to hear more about how you thought about starting your own business?

It’s an audacious story…

I was just 5 years old when my family and I fled Sri Lanka to seek asylum in search of freedom and opportunity. From very early on, my father and mother played a pivotal role in how I experienced the world. I watched them enter a country with limited support and make something out of nothing. That determination has stayed with me all these years, and I still seek to create something out of nothing in all my work.

Having been a young person navigating asylum and immigration, I never imagined myself to be a business owner or CEO. I didn’t realize it was possible or within my reach. For the first 30-some years of my life, I was essentially stateless and living in the in-between spaces I was allowed. There were times I had to work illegally as I waited for a work permit. Building a business was never my priority; it was always about surviving and adapting to create my own opportunities. I never had the privilege of having a seat at the table, so I made my own.

As my confidence, network, and experience grew, I knew I had to create something to help others kick-start their dreams. 13 years later, Jeeva Productions Inc is more than a company. It is a movement of individuals around the world who dare to dream together, support each other, and facilitate growth, regardless of the limitations they face within their own society, culture, or country. Looking back on it now, my career has been an eclectic wild adventure that has taken me across the world, giving me access to incredible people, stories, and movements.

I always aimed to use Jeeva Productions Inc to employ creatives with a vision, and build sustainable and community-oriented initiatives worldwide. However, my work, career, and experiences would only mean something alongside the people and organizations who made me who I am today. I have worked with legends like David TC Ellis and Paula Anderson at the High School for Recording Arts in St. Paul Minneapolis (founded by PRINCE) and artists like Chamindika Wanduragala, with whom I launched Diaspora Flow, the first Sri Lankan American non-profit. I have gone from tour Managing the truth ® tour for AND1 mixtape, Ball4Real, Boom Boom Huck Jam with Tony Hawk & Dew Tour, to working with DJ Rekha to build Sangament Entertainment and release the first Basement Bhangra Album. Through the many turns my career took, I learned from the best and built a community with artists, activists, and dreamers. This community taught me that regardless of my gender, race, or immigration status, I, too, could defy the odds and dream outside my reality.

When Jeeva Productions was founded in 2012, it was still the wild west of the digital world. We were in the early days of understanding social media and the growing impact of communities of YouTube influencers. The YOMYOMF Network was founded in 2012 by Justin Lin, Sal Gatdula, Phil Chung, Abdul Khan, and the first wave of YouTube stars like Ryan Higa, Kev Jumba, and Chester See. I was fortunate that my first real Hollywood job brought me to the creative team at YOMYOMF. I quickly learned that a digital future was not just on its way but had already arrived – and I was lucky to influence this wave in a small way. YOMYOMF shone the light on Asian Americans through digital content, both on set and behind the camera. We didn’t always tell ‘Asian’ stories; our approach was to focus on Asian American participation every step of the way. I believed deeply in prioritizing Asian Americans, women, people of color, and LGB & Trans folks, and I had committed my life’s work to this cause. I wanted to use the ecosystem of digital media, new technology, and storytelling to build bridges between different experiences, identities and cultures.

I realized that the potential of digital content was vast, and that the barriers to becoming a writer, producer, director, actor, or story-teller were slowly breaking down. I knew this was a unique opportunity. I wanted to use it for social impact initiatives and to shed light on women, the youth, and the most marginalized.

At this time, I was invited to Singularity University in San Jose for the launch of Women on the Frontier. I met some incredible women forging their way in science, tech, and innovation. One of the women in attendance told me, ‘If you are passionate about something and have an idea, then start a company and name it after yourself.’ So I returned to Los Angeles and did almost exactly that, but instead named the company after my father, whose sacrifices have allowed me to build a company and work around the world.

Social impact: how does your business help the community or the world?

Our guiding principles are based on deep listening and understanding communities. Every project we take on places the community at the center and provides them with the technical support they need. We recognize that people already hold insights to solve problems that affect them, and simply require more resources and support.

JPI has worked on several social impact campaigns, from Planned Parenthood’s Global Initiative with Snake Nation to the Emerging Leadership Academy (ELA) we piloted in Colombo, Sri Lanka, to identify and train future leaders. The Emerging Leadership Academy has now expanded to several countries in South Asia, and we were honored to launch it in Timor Leste in 2022

In 2016, I was stationed in Ouagadougou, Burkina Faso, for a year, where we trained over 200 youth on media, journalism, and digital production to create their own narratives around sexual health and reproductive rights. The program is now being carried forward by the youth we trained. In 2019 I moved to Sri Lanka to return to the country I was born in, where I hoped to understand myself better and challenge myself further. 4 years later, I launched MOGO animation studios. We are working towards an animated feature film made in Sri Lanka, and providing opportunities for youth and creatives within the creative industry.

‘Risk Taking’ how do you think about risk, what role has taking risks played in your life/career

Risk has always been a significant part of my career. When I was selected to be an Acumen Global Fellow, I left a comfortable position as Director of Development at Machinima (Warner Brothers) to pursue more meaningful work. Leaving the United States to live and work in places like Burkina Faso, Sri Lanka, and India was challenging; I had to re-learn who I was and adjust to a new culture. It was often uncomfortable and still is sometimes. It has been a difficult journey – always being the minority, the immigrant, the refugee, and the only woman in rooms I never thought I would be in. But I kept challenging myself and the team with risk and discomfort. Risk is where we grow the most, learn who we are, and realize what matters. Without this outlook, I would not be leading teams worldwide and collaborating on projects to improve the livelihoods of youth, women, and creatives.

What is the most important factor behind your success/the success of your brand?

Hands down, our team. I admire everyone on the team for their compassion, work ethic, insight, and expertise. I believe in diversity and teamwork, and our team has both. The team sits across the world in Sri Lanka, America, Uganda, Kenya, and South Africa, and comes together with incredible energy. We bring in so much richness of perspectives, depth of ideas, integrity, and commitment to each project, and it drives success each time.

How to know whether to keep going or to give up?

So much of building a business and a brand comes from your gut and your heart. Working with communities and creating sustainable initiatives is the priority in our line of work. It may be difficult when dealing with new cultures and limited resources, but giving up is never an option. Instead, we focus on course-correcting, observing, listening, and adapting to challenging situations. We will never give up; we will continue to evolve. This work is so much more than just the project or funding – it’s about building equitable and sustainable opportunities.

Work life balance: how has your balance changed over time? What do you think about balance?

I am a product of the 90s and Hip Hop; back then, it was all about hustling, grinding, working hard, and playing hard. Because of the way I was conditioned, I never thought about balance until recently. Anyone who knows me could tell you I was always working, networking, and trying to connect the dots. But now there is a new generation of young people who don’t want to hustle all day and want to make time for themselves. It is only now that I am learning that balance is possible. Since I moved to Sri Lanka to launch our offices in Colombo, I’ve found that the island culture demands balance, and I’m trying to lean into it.

What makes you happy? Why?

My niece and nephew Obi & Nala, who light up my world.
My family who grounds me.
My friends who inspire me.
My partner whom I collide and build with.
My team who makes me feel accomplished.
Reading on the beach drinking lime juice.

Happiness is peace of mind. I have traveled the world seeking happiness and realized that it must come from within. Happiness is a daily choice; I may not always choose wisely, but I am more committed than ever to finding inner joy. Every day is a journey to find balance, happiness, and peace of mind, all while running a successful impact-focused business. As they say: it’s the journey and not the destination. Honestly, it’s been one hell of a journey, and it feels like it’s only just begun.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Jeeva Productions helps socially responsible brands in the global impact, development, and community mobilisation space develop their digital presence, build content strategies, and grow personal brands.

We’re a global team who takes pride in our ability to creatively leverage digital and guerrilla marketing strategies to curate and create bespoke solutions for mission-driven companies, nonprofits, and small to medium-sized businesses.

Helping businesses and brands capitalise on their products and services, and achieve their business goals, our highly talented experts and creatives understand there is no one-size-fits-all.

Leading with trust, empathy, and with a collaboration mindset, we inspire action, engagement, growth, and impact through unique storytelling and the creation of goal-aligned marketing solutions and brand experiences.

Though global, hailing from the Americas, the island of Sri Lanka and throughout Africa, our team strives to build personal relationships with all of our clients, forging the sense of attentiveness and familiarity of a local strategic partner.

The Jeeva Productions team are change-makers with no boundaries or borders.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?

Bestia
Los Globos
The Dime
Vegan Glory- I’m not vegan
Apey Kade- Sri Lankan spot in LA

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I want to dedicate this to my father Jeevamanoharan & brother Pradeepan Jeeva whose unwavering support and love have allowed me to live my most authentic life. Shoutout to DJ Rekha, DJ Kayper, DJ Rampage, Jay Gatzby, Karl Carter, Snake Nation, Latanya Mapp Frett, Vijaya Pastala, TJ, Amreitha, Subi, Vino, Amirthini, Annelize, Chamindika, Ammi, Danushka, Semhar, Tia, Nakeela, Thuyet, Bao Phi, Ragamala, YOMYOMF, David Kang, Suzanne K, HSRA, Ditty, Meena & Dipanker, Women in Motion, Guru, Tiffany, Wayne, Emily, Meghan, Ann, Hustle, Nimmi, Steve, Arjunan, Maya, Eddie, Jayson, Tami, Vasanthi Auntie, Mogo Studios, Pulse Dharshana, & My mother,

Website: www.jeevaproductions.com

Instagram: https://www.instagram.com/jeevaproductions/

Linkedin: https://www.linkedin.com/company/jeeva-productions

Twitter: jeevaproductions

Image Credits
Natalie