OUR LEADER

Michael Upfold

is an entertainment executive, former Real Estate broker, and construction project manager with over seven years of experience in music, media, sales, and residential projects. His expertise spans artist management, project execution, and business strategy, working alongside some of the industry’s biggest names. Michael has played a pivotal role in securing record deals and executing high-profile projects, collaborating with Sony Music Entertainment, Columbia Records, and SoundCloud/Repost. He has also co-managed Juno-nominated artist Benita, demonstrating his commitment to artist development and strategic leadership.

His journey has been widely recognized, with his story featured in NOW Toronto, and his impact acknowledged by institutions like the Toronto District School Board (TDSB) and the Make-A-Wish Foundation. His work has reached global audiences, appearing in publications such as The New York Times and Fader Magazine and showcased WORK on platforms including Jimmy Kimmel Live!, The Opera Show, and HBO’s Insecure.

Beyond entertainment, Michael’s faith in God guides his mission to uplift and protect the Black community. He is deeply committed to creating opportunities for those seeking guidance and empowering individuals through knowledge and education. As the founder and CEO of Norfside Entertainment, Michael continues to build platforms that amplify voices and stories that matter.

His work isn’t just about entertainment—it’s about impact, legacy, and faith-driven leadership.

WORK FEATURED IN

1. Artist Management & Music Consulting

Pressa (2019 – 2023)

• Managed administration, project execution, and marketing strategies for Pressa’s career during a pivotal time.

• Led the release and promotion of The Gardner Express EP and The Gardner Express EP (Deluxe), featuring high-profile collaborations with Tyga, Coi Leray, Giggs, and Sheff G.

• Attachments (feat. Coi Leray) achieved Gold certification and amassed over 100 million streams globally across platforms.

• Pressa’s rising success and strategic positioning led to his role as a main opener on 50 Cent’s world tour, significantly boosting his international reach.

Zai1k (2020 – 2023)

• Discovered Zai1k at 15 years old, securing a production deal and guiding him through mainstream success.

• Co-Managed the success of viral hits, including:

• Don’t Text Me When You’re Drunk  – 26 million TikTok views in six days

• WYD Now? (feat. Sadie Jean) – One of his most streamed tracks

• Dump It Dummy – Another viral record that fueled his rise

• Negotiated a major-label signing with Columbia Records in 2022, leading to 100 million+ streams in a single year.

Benita (2022 – 2025)

• Acting as day-to-day manager, overseeing three album projects, including: 

• A lead single from the second album, that recently secured a Juno Award nomination for Traditional R&B/Soul Recording of the Year.

• Key singles, such as Dopamine, Toxic, BBG, Hope U Find became breakout records, significantly elevating her industry profile.

2. Education, Influencer Work & Community Leadership

KBeals Entertainment & “I Am Experience” Children’s Book Tour

• Keynote Manager & Tour Manager (2023 – 2024), transitioning into Senior Advisor in 2024.

• Led the tour’s expansion, reaching 5,000+ students annually across Nova Scotia, Canada.

• In October 2024 I secured over $10,000 in funding, and leveraged large-scale sponsorships from Make-A-Wish Canada and TD Bank.

• Expanded accessibility with Braille and Arabic editions of books to engage new audiences.

• Worked directly with educational institutions and policymakers to embed storytelling into learning environments.

Michael Upfold - Toronto District School Board (TDSB) Advocacy & Public Speaking

• Delivered key speeches on diversity, inclusion, and educational equity.

• Advocated for mental health awareness and Black entrepreneurship, inspiring young professionals.

3. Business Development & Strategic Consulting

Water Street Music Hall (2019 – 2022)

• Assistant Project Manager for one of Rochester’s premier event venues.

• Managed monthly operations, security, and bar staff coordination, working closely with CEOs and political figures.

• Directed venue marketing campaigns, increasing foot traffic and engagement through event curation and strategic promotions.

International Artist Agency (2019 – 2022)

• Executive Assistant & Junior Project Manager, working with top industry executives.

• Spearheaded marketing initiatives, release strategies, and client pitch decks that secured record label attention.

• Negotiated high-profile deals, supporting artists affiliated with Sony Music Entertainment, RCA Records, and Entertainment One.

Personal PORTFOLIO

Founder & CEO, Norfside Entertainment (2017 – Present)

• Established Norfside Entertainment as an artist management and business development agency.

• Represented artists, producers, and influencers across Canada, the U.S., and Tanzania.

• Successfully generated over 2 million independent streams, securing placements in film, TV, and gaming (e.g., HBO’s Insecure, NBA 2K soundtrack).

Strategic Partnerships & Revenue Growth

• Helped secure $1.4M USD in entertainment contracts and $150,000 CAD in grant funding for music and film projects.

• Led initiatives that contributed to 2x Gold, 1x Platinum-certified records, and 2x Juno Award-nominated projects.

• Leveraged social media and digital marketing to achieve 100M+ views on TikTok, successfully driving fan engagement and revenue.