The UB Interview: RocNation’s Reza Sarrafieh Talks ‘Music Industry’

Music industry veteran and RocNation executive Reza Serrafieh 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 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; 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 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.

As apart of our continued Round Table Music Industry Discussions, UB spoke with Reza about the ever changing music industry, his background, as well as radio, charts and promotion.

Plus Reza shares his thoughts on the current state of R&B & Hip-Hop and offers advice for would be industry executives!

UrbanBridgez.com: How did you get your start in the music industry?
Reza Sarrafieh: My first boss became my mentor, and that’s how I got started. He liked something he saw in me and asked me to be his assistant. I went with it, dropped out of UCLA as a junior and haven’t looked back since!

UrbanBridgez.com: You’re currently at Roc Nation. Explain to our audience what being a Director of Radio and Promotions entails?
Reza Sarrafieh: It’s a multi faceted job that includes nationwide radio outreach, airplay, and interview set ups. Being the liaison between radio, tastemakers & outlets in local markets and our artists. Lots of phone calls, data studying, emails and travel to be in peoples faces and garner the best looks we can to expose our artists to the country.

UrbanBridgez.com: Billboard has ruled the music world for more than 50 years and its charts have been the bible for artists and labels everywhere. Charts have become more irrelevant and streaming services playlists have gained more influence. With that said, do Charts & Radio still matter?
Reza Sarrafieh: Yes, the charts do matter. They equal press, standing and a way to prove your value. Decision makers within the industry still pay great attention to charts. Radio matters more than ever now because if you intend to be a household name that sells out arenas, then you need it. You can do okay just being on the digital service providers, but you won’t get paid a million a show being a streaming only act. Radio is still a huge discovery path for new listeners.

UrbanBridgez.com: How important is online marketing for urban music?
Reza Sarrafieh: Online marketing is important for ALL music these days, no matter the genre. However, digital marketing has to be done right, and with the correct strategy to see a return on investment. That said, strategies are always shifting based on what’s trending.

UrbanBridgez.com: What’s one of the most common mistakes you’re seeing people make today, when trying to submit music to labels?
Reza Sarrafieh: Submitting music to labels. That is the mistake. Trust me, the labels are paying attention, so if they see you catching on, they’ll come to you.

UrbanBridgez.com: What motivates you?
Reza Sarrafieh: It can feel like a challenge to show the world what I see in the artists we work with. I love being able to help our developing acts get on the same footing as more established and major acts. Making a difference in their careers is fulfilling.

UrbanBridgez.com: Half a decade ago, most new artists still wanted to make albums. Now, streaming-era artists just want to release a steady stream of tracks, in order to keep their fan bases engaged. What are your thoughts on artists making full albums vs. releasing singles with no album?
Reza Sarrafieh: I believe albums are great for established artists who have a large following already. The developing artists really only need to put out an EP and build around each one. Of course, they need to do their homework, invest in themselves and release strategically and sustainably to keep the fanbase engaged as they grow.

UrbanBridgez.com: What is your opinion of the current state of R&B & Hip-Hop Music?
Reza Sarrafieh: I love it. It’s very strong, and there is a good fusion of other genres leaking into R&B now, and music is going outside of the typical bass line sounds. There is a new trend of melodic rap, and I love it.

UrbanBridgez.com: What is your advice to anyone that wants to do what you do?
Reza Sarrafieh: My best advice is simply to be a hard worker and pay attention to detail in all things. My position takes a great deal of focus, detail and follow through.

UrbanBridgez.com: Are there any books or music conventions you would recommend to upcoming music executives?
Reza Sarrafieh: One book that definitely influenced me and taught me how to strengthen my relationships is, “How to Win Friends and Influence People by Dale Carnegie.”

UrbanBridgez.com: Is there anything else you want to leave with our readers?
Reza Sarrafieh: Relationships and follow through are more important than anything else, don’t ever lose sight of that!

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