By Ann Brown

What happens when two entertainment industry veterans get together? Magic. At least in the case of Central Entertainment Group (CEG) now one of the country's top international entertainment marketing firms and fast becoming the one-stop for the industry's entertainment needs. CEG (www.cegtalent.com) can handle bookings, produce tours, represent celebrities and artists as well as handle sponsorship deals. "These days, artists are more in control of their careers," notes CEG President Winston "Buzz" Willis. "And they are looking for new income revenue streams and how to market their brand." Adds CEG CEO Winston "Buzz" Willis, "It used to be an act would need separate companies to distribute, to promote, to book them. CEG can do it all. The artist only has to deal with one company and this can mean a more cohesive plan and vision on the imaging and marketing of their product."

It's no wonder. Just a look at the backgrounds of the two partners, who have been friends for 25 years and when their paths accidentally crossed again a little over a year ago, the idea for CEG, was born. "We started talking about the industry and what direction we thought it should be headed in, we realized we were on the same page," says Schweiger. "And with our combined experience of about 70 years in the business, we thought it was a prime opportunity for us to work together," adds Willis.

Willis was the first, youngest Division Vice President in the history of RCA Corp and among other things created the first Urban Music Division and headed the Jazz Division. He was also Senior Vice President at Phillips Electronics Corporation of all American Operations and Chief Executive Officer of CTI Records, the world's largest record label for jazz. In addition, he started One World Entertainment, Ltd, which was in partnership with The Sanctuary Group (UK). With such credits the notices came: Willis was named Young Businessman of the Year by New York Urban League and the National Council of Negro Women Minority Marketing Consultant for the Department of Defense under the Carter Administration. For the United Nation's 50th Anniversary, Willis was tapped entertainment Consultant for the major celebration. Other positions include: Chairman of the Cultural Affairs Commission of Jersey City, NJ; Senior Marketing Consultant and Associate Producer Paradise Music and Entertainment; Associate Producer for Madonna in the Park, Garth Brooks in the Park concerts; and Executive Vice President of The Total Communications Group, a boutique sports advertising and marketing agency where he developed and implemented, in conjunction with Vegas Style Entertainment, the industry's most successful after party tour to date with the Nelly Tour.

Willis is also entertainment Chairman of Advisory Board to The Living Legends Foundation, a music business organization that honors the icons and legends of the industry.

Over the past 15 years Michael Schweiger has been a leading figure in the international pop and dance market industry and was instrumental in developing the dance and DJ industry. He actually began in the business in 1977 at National Institute of Dramatic Arts in Sydney, Australia, studying dramatic arts along side Mel Gibson and Judy Davis. After several years managing some of the top theaters in Australia, Schweiger moved to the UK and then New York where he established himself as an artist manager and entertainment consultant in the night life industry. In 1989, he joined Pyramid Entertainment Group (PEG) booking such talent as Gladys Knight, Chaka Khan and others before going on to become Managing Director of PEG. Michael left PEG in 1998 to form Track Central Booking, which has gone on to become Central Entertainment Group (CEG).

Partnered, Willis and Schweiger have created a unique company in CEG. While they consider it a boutique agency, it handles some of the hottest acts and celebrities. In fact, CEG leads the industry in developing and marketing Urban, dance, Pop and reality TV celebrity driven programs. On its roster are: Grace Jones, RuPaul, Kool & The Gang, The Dramatics, Shaggy, Flavor Flav, Carmen Elektra, supermodel Janice Dickerson, celebrity DJ Samantha Ronson, DJ Kid Capri, MC Lyte, and countless others. Another successful venture has been the packaging of the "No Profanity Old School Tour" (with the likes of Doug E. Fresh, Dana Dane, Kurtis Blow and Melle Mel) and the "Divas With Hearts," featuring Diana Ross, Gladys Knight, Patti Labelle and Chaka Khan. The "Divas" was so hot that CEG will launch the tour in Europe shortly as well as create similar packages for charitable organizations.

Customizing tours and packages is yet another aspect that sets CEG apart from the pack. "Big agenciesaren't willing to take the change on new ideas or emerging artists," notes Schweiger. "We are." Being the men behind CEG gives the partners the luxury to put their forward thinking into action—and to trend spot. CEG handles possibly the largest cache of DJs of any agency, and have increased booking celebrities and other type acts into club dates. "In today's economic times, people can't spend a ton of money for concert tickets, but they can afford to pay for a night out at the club," observes Willis. "The club is where people are going for their entertainment…and we are going to provide that entertainment." On an end note, CEG is also organizing itself to be a clearinghouse to provide booking details on acts, even those not signed to CEG. "We will pass the info on, but we will be the company you come to," explains Willis.

Obviously, Schweiger and Willis have not only taken the pulse of the entertainment industry—they're a heartbeat ahead.