ABOUT

Michael Upfold is a Canadian entrepreneur, project management professional, and founder of Norfside Entertainment Inc., an entertainment and brand consulting agency established in Toronto in 2017. Beginning as a local talent booker in Toronto, Upfold grew Norfside into an international consulting and management platform supporting artists, brands, and creative projects across North America, Europe, and the Middle East.

Throughout his career, he has worked with globally recognized artists, media companies, and organizations, including Sony Music Entertainment, Warner Music Group, Universal Music Group, and Snapchat, helping lead strategic partnerships, release campaigns, and brand development initiatives. His work has included A&R support, marketing strategy, project management, and business development for emerging and established talent.

Upfold has also consulted for artists and creatives across multiple sectors, contributing to projects that have generated millions of digital streams and viral moments online, including a record-breaking campaign on TikTok that was later referenced by Jimmy Kimmel and The New York Times.

Beyond entertainment, Upfold’s professional experience spans international business and real estate. He previously worked as a real estate broker in Dubai, advising clients on luxury property developments and global investment opportunities. His work across industries has focused on strategic growth, partnerships, and project execution.

Upfold’s work is guided by a commitment to disciplined execution, strong partnerships, and long-term vision across the industries and communities he serves.