Local Love

Local Love: Dreyuh Safo of Universal Music

TGIF, Cowes!


Today we shine light on Dreyuh Safo, the Marketing Manager of Universal Music.


Give us your “quick n dirty” — tell us a bit about yourself. We want to know what you’re all about.

I’m Dreyuh, I’m a first generation Canadian, born and raised in Toronto. I have a passion for music and all things business related to the music industry, some would say I’m *sometimes* obsessive haha. I have an entrepreneurial mindset and I thoroughly enjoy building out strategies to execute great ideas. Coffee brings me peace of mind, I consider memes to be therapeutic and I love doing what I can when I can to help elevate those around me. 


#LocalLove is all about showing love to bad-ass bosses like yourself. Can you share with us what you do for work and how you make an impact?  

I’m currently a Marketing Manager at Universal Music, but before I took on this role I spent some years building the digital media platform RAPSEASON, alongside my mentor Jonathan Ramos. I freelanced between both these gigs and moved out to LA for a little while with my business partners for a project we call RIOT CLUB, where we bring Canadian artists and creatives to LA to foster creative collaboration all-while putting our city on. I love building up my community and helping where I can, I get fulfilment when I see others around me succeed and prosper within their own realms. 


How did you get into this line of work? 

Growing up I didn’t see my parents much because they were always working, they tried to be around as much as possible but honestly we rarely spent time together. I spend more time with them now than ever before. One thing this taught me at a young age was that you have to work hard in this life to get what you want/need so I decided to pursue something I loved. I’ve always loved music and to go much deeper I loved branding – an artist’s visuals, outfits, logos, lifestyle always stood out to me.


I’ve spent these last 6 years hustling and made it an effort to be at certain places, build relationships with certain people and continue to show up and show out. To keep it 100, I’ve just been going for “it” with tunnel vision. I had no idea what I was even chasing all these years but I did know I had a clear passion and joy for the music business, so I just kept going. I’m grateful that my efforts brought me to where I am now, and I’m constantly humbled by the love and appreciation I receive from others around me. Whenever I doubt myself, I always got someone to level me out and remind me who I am and how I got here and why I am deserving of my blessings. I’m grateful. 


What’s the best advice you’ve ever been given (career or otherwise) 

Trust your gut. 

Guard your heart for everything you do flows from it. 

Be indispensable. 


How about the worst? 

This is a tough one. I feel like in the music business people constantly provide you with bad advice to try and steer you away from whatever you’re trying to accomplish, especially as a woman. I always take those comments with a grain of salt, in one ear and out the other.  This isn’t a piece of advice, more-so a statement, but I’ll never forget when someone said “You’d be much further in your career if you were a man” *eye roll* and to that I responded, “Everything is a male dominant industry, I got this. Watch me.”


If you could paint your ideal life, what would that look like in 5-10 years from now?

In 5-10 years I hope to be happily married, raising some mini-me’s and being content. I strive to still be involved in the music business to whatever capacity I get to be. Mainly though, my ideal life would be work/life balance. I was raised by a village growing up due to my parents always working so I always told myself I’d like to raise my own kids and build my own family, all while still chasing my dreams.


What are your favourite resources that you’ve come across over the years (e.g., email extensions, design apps etc.) 

Dropbox Paper. Dropbox paper changed my [work] life because I could input a mood board, a strategy, a timeline etc. all in one place and deliver it to my client/artist. From there they are able to make comments, add info/images, include .mp3s even etc. It’s completely collaborative and that’s how I prefer to work so I highly recommend this tool if you’re like me in regards to working as a team. 


Who are 3 of your favourite Canadian entrepreneurs that our readers should absolutely be in the know about? 

Bianca Li Channer of Hustler’s Agenda

Bryan Espiritu of LegendsLeague 

Josephine Cruz of many incredible things. 


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The Cowe


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