We recently connected with Trey Sanders and have shared our conversation below.
Alright, Trey thanks for taking the time to share your stories and insights with us today. Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.
One of the most significant risks I’ve taken was stepping out of my comfort zone to save Texas Southern University’s Homecoming Concert. In 2023, the concert was unexpectedly canceled, leaving the students disappointed and the university scrambling for alternatives. As an alumnus of TSU and someone deeply passionate about the music industry, I felt a strong responsibility to intervene and find a solution.
The backstory is that I had recently started Counter Culture Management, a music company focused on empowering artists and fostering community engagement. Despite being a new and emerging business, I decided to leverage my network and industry connections to turn this situation around. The risk was substantial – failure could have damaged my reputation and the trust I was building with my clients and partners.
I reached out to my contacts at Warner Records, pitching the idea of partnering with TSU for the Homecoming Concert. This wasn’t a small ask; it required convincing a major record label to invest time, resources, and talent into a last-minute event. The negotiations were intense, and there were moments of uncertainty where it seemed like the deal might fall through. However, my determination and belief in the impact this event could have on the students and the community kept me going.
After weeks of relentless effort, I managed to secure a partnership with Warner Records, got 3 of their developing artists to perform, and booked NLE Choppa to headline at the Homecoming Concert. The event was a massive success, with over 1,200 students attending and the university community coming together in celebration. This not only restored the students’ Homecoming experience but also solidified Counter Culture Management’s reputation as a reliable and impactful player in the music industry.
The risk paid off in more ways than one. It showcased our ability to execute large-scale events, fostered stronger relationships with industry giants like Warner Records, and demonstrated our commitment to giving back to the community. This experience taught me the importance of taking calculated risks and reinforced my belief that stepping out of your comfort zone can lead to remarkable outcomes.
This risk was life-changing for me personally and professionally. It reinforced my dedication to the mission of Counter Culture Management and proved that even as a new business, we could make a significant impact. It’s a story I often reflect on when faced with new challenges, reminding me of the power of perseverance and the potential for success when you dare to take risks.
Trey, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
My name is Trey Sanders, and I am the CEO and Founder of Counter Culture Management, an artist management agency based in Houston, TX. My journey into the music industry began with a deep passion for music and a desire to empower artists, revolutionize the music landscape, and inspire change. As a proud alumnus of Texas Southern University’s Entertainment & Recording Industry Management program, I have always been driven by the mission to provide professional opportunities and support to underrepresented artists & music professionals, particularly within the Black community.
Counter Culture Management offers a comprehensive range of services, including artist management, strategic partnerships, event planning, merchandising, and educational initiatives. Our goal is to bridge the gap between artists and the industry by providing them with the necessary resources, guidance, and opportunities to thrive. We have collaborated with major music brands like Warner Records and Def Jam Recordings, facilitating impactful events and partnerships that offer invaluable professional experiences to students and emerging artists.
One of the key problems we solve for our clients is the lack of access to industry opportunities and networks. By leveraging our connections with major record labels and industry professionals, we create pathways for artists & professionals to showcase their talents and gain the exposure they need to succeed. What sets us apart from others is our commitment to the community and our innovative approach to artist/professional development. We are not just about managing artists; we are about fostering a vibrant and inclusive music ecosystem.
I am most proud of our successful collaborations with Texas Southern University, where we have organized events such as the Warner Records Homecoming Concert and the Def Jam “Tiger Desk” event. We also just hosted our first music industry mixer in Houston, TX in partnership with music & tech community, The Digilogue, powered by Monster Energy. These initiatives have not only provided professional opportunities for students but also brought the community together to celebrate and support local talent. Additionally, our efforts in securing a $10,000 grant from Live Nation’s Honeyland Festival Fund for TSU highlight our dedication to creating meaningful and lasting impact.
For potential clients, followers, and fans, I want you to know that Counter Culture Management is a brand that values authenticity, creativity, and community. We are dedicated to empowering artists/professionals and creating transformative experiences that resonate with audiences. Our work is driven by a passion for music and a commitment to making a difference in the industry. Whether it’s through strategic partnerships, innovative events, or artist development, we strive to push the boundaries and elevate the music culture in Houston and beyond.
Any insights you can share with us about how you built up your social media presence?
Building an audience on social media has been a gradual but rewarding journey. I started with around 30 followers in February/March 2024, mostly gained through friends, family, and supporters from my personal page. As of July 18th, 2024, our business page has grown to 350 followers, and we continue to see growth as our efforts expand.
For those just starting to build their social media presence, the first step is simply to get started. Create the social media page for your business. It might seem daunting, but taking that initial step is crucial.
Next, familiarize yourself with each platform. Understand the type of content that garners good engagement and what suits your business best. Observe successful pages and note what makes them effective. Follow a few established accounts for reference and educational pages that provide insights on social media marketing and management. Save content that resonates with you for future reference.
Creating content is the next key step. Your content should align with your brand and be something your audience finds valuable. It can be informative, entertaining, inspiring, educational, or persuasive. Consistency is crucial. Start with a manageable posting schedule, like one post per week, and gradually increase as you generate more content ideas. Brainstorm and create content in batches to stay ahead, allowing you to schedule posts and maintain consistency without scrambling for content at the last minute.
Marketing your content is equally important. Share your posts on your stories, engage with your followers, and consider running ads to reach a broader audience. Instagram, for instance, offers excellent ad tools that can boost visibility. Inexpensive ad campaigns can significantly increase your reach and attract new followers. Additionally, collaborate with influencers who can share your content and give you more exposure.
Finally, engage actively with other accounts. Like and comment on posts, share stories, and cultivate conversations through DMs. Social media is meant to be social, so interacting with others will help build a sense of community and increase your visibility.
By taking these steps, you can build a strong and engaged social media presence that will support and grow your business over time.
How’d you build such a strong reputation within your market?
Counter Culture is still an emerging music company in Houston, TX. We have managed to cultivate the reputation we have now by leveraging our professional relationships in the music industry and genuinely striving to foster a better music community. Collaboration is extremely important, and we’ve been fortunate enough to partner with established brands such as The Digilogue, Monster Energy, Def Jam Recordings, Warner Records, and more.
People are drawn to our vision. Our brand is intertwined with giving back to the community, and supporters often rally behind us because they believe in our mission. While business on a basic level is about generating income, having a mission that goes beyond profit can take you much further. How many music companies do you know that have a commitment to making a difference in society? Not many. This unique focus on societal impact sets us apart.
One of our core philosophies is that not everything has to be centered around money. We understand that some opportunities may not be paid, but they can offer invaluable exposure, experience, and relationship-building. This mindset has greatly contributed to Counter Culture’s momentum in developing a respectable reputation.
Moreover, our dedication to community-building has resonated with many. By creating platforms and events that spotlight underrepresented artists and foster industry connections, we’ve built a loyal following that appreciates our efforts to uplift and empower the music community. Our collaborations with major industry players and local organizations alike demonstrate our commitment to bridging gaps and providing opportunities.
In essence, our reputation has been built on a foundation of collaboration, community focus, and a mission-driven approach. By staying true to our values and consistently delivering on our promises, we’ve earned the trust and respect of our peers, partners, and supporters. This has allowed Counter Culture to establish a strong foothold in the market, and we look forward to continuing to grow and make a positive impact in the music industry.
Contact Info:
- Website: https://counterculturemgmt.com
- Instagram: https://Instagram.com/counterculturemgmt
Image Credits
@angelinesalbum