Orange grad making name for himself in entertainment industry

Reid Daroff was a senior in high school when he discovered his first client. His passion for music had led him to downtown Cleveland, where he was DJing for the opening of a show. When the following act hit the stage, Daroff’s ears perked up.

Performing onstage was rapper and fellow Cleveland native, YSN Flow, who was 14 years old at the time. Despite having never done it before, Daroff felt the urge to reach out to the artist and ask if he needed a manager. Shortly after, the two formed a partnership, Daroff secured a deal between YSN Flow and Republic Records, one of the world’s biggest record labels based in New York City.

With this accomplishment now in his discography, Daroff decided to set aside his DJ career, pack his bags and move to Los Angeles â€" a milestone that marked Daroff’s first major breakthrough and transition into full-time talent management.

“I heard his music (YSN Flow) and knew I had to reach out,” Daroff said. “He became the first artist I managed. Not long after, he had a viral moment, and suddenly all the major record labels from New York and L.A. started calling. That’s when I made the shift into full-time management.”

Daroff, 24, is a record executive, talent manager, founder of NotNRML and co-founder of Enchntmnt, both full service entertainment companies that focus on artist development and are based in Los Angeles, with additional work out of New York City and Nashville. But before he went off to the city of angels to pursue his career in talent management, Daroff got his start spinning discs as a DJ at bar and bat mitzvahs in his hometown of Pepper Pike.

A proud Ohio native, Daroff grew up with three older siblings and his parents, Abbie and Charles, in Pepper Pike. He celebrated his bar mitzvah at B’nai Jeshrun Congregation in 2013 and played basketball in the Maccabi Games in 2017, always working as the team DJ to hype up his team in the locker room.

At 13 years old, Daroff decided to pursue his passion for playing music and began working at Rock the House, a Cleveland-based entertainment company, as a DJ for bar at bat mitzvahs and other local events. Earning a reputation in the Cleveland event scene, Daroff said that as he got older, he decided to take the next step into building his career in the Cleveland music scene.

“As I got older and went into high school, I stopped working at Rock the House because I wanted to start evolving into my own brand,” Daroff said. “I started opening up rap concerts and working among a more teenage demographic at local venues such as the House of Blues, the Agora and the Odeon.”

When he graduated from Orange High School in Pepper Pike in 2019, Daroff moved to L.A. where he began his career by working on digital marketing campaigns for major record labels to drive growth to their artist’s platforms.

That same year, Daroff founded his first company, NotNRML, a full-service entertainment company where he specializes in artist development. In 2023, his second company, Enchntmnt, was co-founded alongside Benny Negrin and partner Alix Negrin, which operates as a full-service management, record label and publishing company.

While developing artists in a wide range of genres, such as hiphop and pop, Daroff’s breakout moment came in 2024 with the discovery of country artist Blake Whiten, a then-unknown artist from Six Mile, S.C. With Daroff’s help, Whiten signed a deal with Warner Records, a top-ranked record label in Los Angeles, and Enchntmnt, culminating in the joint signing of the singer-songwriter.

Although his parents still reside in Pepper Pike, Daroff is keeping his home base in L.A. for now to allow him to pursue his company’s next steps, which he said include continuing to grow his client base and helping his current clients move up the charts to record a number one song or sell out a stadium.

“The goal’s always been growth â€" bigger stages, bigger moments,” Daroff said. “But that kind of success doesn’t happen overnight. It’s about building something real and leaving a lasting impact. That comes from staying consistent and keeping the focus on the work, day to day. Eventually, I want to expand beyond music into all endeavors of entertainment â€" sports, TV, film â€" and make an impact across the board.”