He spearheaded campaigns for Martin Garrix, The Knocks and more.
Paul Alexander Padien Berdoff, the marketing executive known as "Alex" to his friends, passed away Nov. 11 in New York City.
He was 3, and had been diagnosed with Ewing sarcoma, a rare form of cancer.
An avid drummer and athlete, Berdoff grew up in Greenwich, Connecticut, and graduated from Greenwich Country Day School and Greenwich High School before attending Tufts University. He earned degrees in architecture and psychology at Tufts and was an active member of the E-Men, a competitive college ultimate frisbee club founded in 1972.
Following his graduation, Berdoff worked as a product manager at American Express while also playing in the funk rock band Every Flavor Weather Machine. He later moved to Los Angeles to join the marketing department at SB Projects, the music management company founded by Scooter Braun.
Over his more than six-year tenure at SB Projects, Berdoff was instrumental in building out strategic marketing campaigns for artists including Martin Garrix, Carly Rae Jepsen, Karlie Kloss, EDEN, The Knocks and others, often weaving nonprofit and social good initiatives into his work.
Along the way, he helped Garrix achieve platinum RIAA certification for "Scared to be Lonely" and "In the Name of Love," and The Knocks earn gold certification for their feature on Sofi Tukker's "Best Friend."
"There aren’t words and this isn’t right," Braun wrote on Instagram Wednesday. "We lost a great guy way too soon. I’m grateful for the time we spent and your loyalty to our company and to our friendship. Sending our prayers to his loved ones. Rest In Peace my friend."
Berdoff is survived by his wife Faye, his mother Claire, his father Russell, and his siblings Matthew, Elizabeth and David.
In lieu of flowers, Berdoff's loved ones are collecting donations to support Ewing sarcoma research or to the Tufts E-Men Ultimate Frisbee team.