At just 24 years old, Cleveland native Reid Daroff is shaping the future of music through talent discovery, development, and viral marketing. His path from DJ booths in his hometown to leading viral campaigns and signing breakthrough artists has made him a rising name in the entertainment world.
A Cleveland Hustle That Never Quit
Daroff began his journey in the music industry at just 13 years old, DJing events with Cleveland-based entertainment company Rock the House. He quickly built a name for himself across the local scene, spinning at high school functions, private parties, and concerts at major venues including House of Blues, the Odeon, Grog Shop, and the Agora.
By the time he reached his senior year of high school, Daroff was already opening for national rap tours and laying the groundwork for a career far beyond the DJ booth. That same year, he discovered fellow Cleveland native YSN Flow and successfully secured him a record deal with Republic Records, one of the largest labels in the world. This became Daroff’s first major breakthrough as a talent manager.
Scaling the Industry from Los Angeles
After graduating, Daroff moved to Los Angeles to immerse himself fully in the entertainment industry. He initially focused on artist development and digital marketing, launching viral campaigns for major labels and helping break records through creative strategy. His work earned him a reputation for staying ahead of trends and leveraging digital platforms to build momentum for rising artists.
As his passion for developing talent grew, Daroff founded NotNRML, his own entertainment company focused on artist management and development. He later co-founded Enchntmnt, a full-service management, record label, and publishing company, alongside Benny “Brisk” Negrin and Alix Negrin. Together, they built a fully independent creative powerhouse supporting artists, creators, and entertainers across music and digital media.
A Breakout Year and a New Era
Daroff has signed and developed acts across hip-hop, pop, and country, as well as creators in the broader entertainment landscape. His breakout moment came in 2024 with the discovery of Blake Whiten, a then-unknown artist from Six Mile, South Carolina. Daroff played a central role in forging a joint partnership between Enchntmnt and Warner Records, culminating in Whiten’s major label signing. The deal was featured in Billboard and marked a pivotal milestone in Daroff’s career.
Redefining the Future of Music
With NotNRML and Enchntmnt, Daroff is building more than just companies. He is creating a launchpad for the next generation of creative voices. From digital media to cultural storytelling, his approach blends instinct, strategy, and a deep understanding of what connects with audiences.
While his influence continues to grow in Los Angeles and beyond, Daroff remains proud of his Cleveland roots. His journey reflects a commitment to turning untapped potential into global impact and embracing creative paths that challenge the norm.
