Reza Sarrafieh

Much buzz and celebration are circling around music industry veteran Reza Sarrafieh. From Interscope Records where he rose to Vice President of Promotions, he then launched his own business, Pars Promotions, where he propelled a number of 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.

Vocal readers, please enjoy our interview!

How are you enjoying your role as National Director of Radio Promotions for Roc Nation?

Reza: I love working at such a versatile boutique label, getting into many different aspects and sides of marketing that I normally wouldn't get to do at a major.

What was the best part about your previous role as Vice President of Promotions at Universal Music Group?

Reza: At Interscope, we had a great staff of people that I loved like family and stars we had to break from beginning to end but we were part of a larger machine. We are much smaller and more hands-on here at Roc.

Please tell us what inspired you to pursue your career path?

Reza: Originally it was the amazing people, the perks, and the glamor to be honest. Since 2017 when I decided to leave Interscope, I have focused on the great feeling of helping the creatives that have a great head on their shoulders but need a little guidance finding their way.

What are you currently working on and what excites you about it?

Reza: I am very excited about our upcoming acts at Roc and what I am also working on with my own company, Pars Promotions. At Roc we have some very exciting artists such as Snoh Aalegra, Kalan Fr.Fr, Maeta, Bobby Fishscale who are all making big waves and will be doing even bigger things in 2022. Pars Promo is continuing our role as the leading consulting company for Afro Wave and independent acts trying to find their way in the US territories.

What are some of your new year's resolutions?

Reza: To find a better balance of work and family life with my beautiful family

How can our readers keep up to date with all you have going on?

Reza: I do most of my communications on IG like most in the industry these days, @rezasarrafieh

About Reza Sarrafieh

Reza Sarrafieh 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 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, he had already entered the workforce to pay for his education. Whilst working at the nation’s second Fleming’s Steakhouse location, he collided with the world of music as he waited on industry heavyweight Garnett March, the Senior Vice President of Promotion at Interscope Records. Garnett took a liking to Reza’s energy and, on a whim, hired him into his very first role as his assistant after only the third time they interacted.

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, and eventually being an integral part of their introduction to the mainstream world. He was notably chosen in the first-ever Billboard Thirty under Thirty in August of 2007, at the age of 27.

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 when a fledgling act named Lil Pump approached him for his radio expertise. This led to more success via his independent ventures, ultimately being responsible for the mainstream radio success of artists such as Lil Pump, Trippie Redd, Tekashi 69, and the international sensation Afro B, amongst others.

The ability to create momentum combined with an innately innovative approach and great relationships is what made him a prime candidate to join forces with Roc Nation in late 2019, where he finds himself today.

Connect via LinkedIn https://www.linkedin.com/in/reza411