CELEBRITY publicist Andrew Farr died in a car accident near Cape Town on Friday night.
Farr, owner of celebrity PR firm Publicity Works, was killed when his vehicle rolled after hitting the verge on the N2.
On Wednesday, he had tweeted: "At some point all parties come to an end. Even the expensive ones ..."
His father, Gavin, said his son was on his way to visit a family friend in Somerset West when the accident happened.
"Andy was an unbelievably generous person, always looking out for somebody else's needs before his. He had a huge circle of friends who really loved and respected him."
Farr snr - whose only other child, Stephen, was killed in car crash five years ago - said his son moved to Cape Town from Johannesburg eight years ago.
Radio and TV personality Alan Ford said he was shocked and saddened.
"He had an eye for talent, he cultivated talent and nurtured it," Ford said. "Andrew loved every person he worked for. He would do everything for their career, for their birthday, for their Mother's Day gifts. He was a kind soul."
Farr's death follows a week of Twitter messages in which he paid tribute to Jamaican-born rapper Heavy D, who died on November 8, and boxing legend Joe Frazier, claimed by cancer the day before.
On Friday, hours before he died, he wrote on the micro messaging service: "Welcome to 11/11/11, a bit scared."
Among his clients were some of the most recognisable faces in celebrity circles. - Additional reporting by Biénne Huisman