Reza Sarrafieh on Clubhouse

Bio

Music industry veteran Reza Sarrafieh has wisely navigated the ever-changing lane of radio and promotions since entering the industry in 2004. His wildly successful track record for breaking a number of almost-overlooked urban acts lends to a reputation which precedes him. He invested 13 years at Interscope Records where he rose to Vice President of Promotions. He then launched his own business, Pars Promotions, where he propelled a number SoundCloud artists to the limelight; bringing them heavy radio rotation. Now, well-positioned for even more groundbreaking success, he proudly holds the esteemed title of Roc Nation’s National Director of Radio and Promotions; home to acts such as Snoh Aalegra, Buju Banton and Rapsody. However, it is Reza’s personal journey which makes his career progression all the more impressive. His story is unimaginably enthralling, completely unexpected and highly unconventional.

Reza initially planned to forge a career in immigration law, enrolling as a political science major at a local community college. Yet by age 23, with every intention of furthering his education at the renowned UCLA, the self-proclaimed foodie had already entered the workforce after helping to open the nation’s second Fleming’s location. It is here where he finally collided with the world of music as he waited on industry heavyweight Garnett March. Garnett took a liking to Reza’s energy and, on a whim, hired him into his very first role as assistant to the SVP of Radio after only the third time.

Reza credits his early success to his massive grind and corporate background, as he was able to bring structure to an often chaotic role. As he climbed the ranks, he developed an ear for what he considers good music: that which is memorable and moving. His passion encouraged him to lobby for artists such as Kendrick Lamar and Robin Thicke prior to them gaining widespread recognition.

As the music industry slowly began to embrace the world of streaming, Reza shifted his focus to ensure that the world of radio remained in the mix. In 2017, after parting ways with Interscope Records, Reza was granted the chance to give a trial-run to some of his ideas. Through his independent ventures he is responsible for the mainstream success of artists such as Lil Pump, Trippie Redd and Tekashi 69. However, he considers his work with Afro Wave artist, Afro B, his greatest accomplishment to date; ultimately helping the “Drogba” singer to achieve the highest US chart position within the genre. The ability to create momentum combined with an innately innovative approach is what made him a prime candidate to join forces with Roc Nation in late 2019, where he finds himself today.