Meet Nina Sacco

We caught up with the brilliant and insightful Nina Sacco a few weeks ago and have shared our conversation below.

Hi Nina, so happy to have you with us today and there is so much we want to ask you about. So many of us go through similar pain points throughout our journeys and so hearing about how others developed certain skills or qualities that we are struggling with can be helpful. Along those lines, we’d love to hear from you about how you developed your ability to take risk?

I’ve always had an independent spirit. Coming from a family with a very diverse racial heritage, I never really fit in anywhere. This combination was my foundation for becoming self-reliant. Growing up, I felt like a witness to countless broken systems to the point where I didn’t see any security in following a set path. If I wanted any sense of security and stability, some part of me knew that I would have to build it for myself, that I couldn’t depend on anyone else to provide it for me.
When you reject the expected, no one can really give you a blueprint. You have to figure it all out as you go. And I have learned as much – if not more – from my mistakes as I have from any successes. It’s hard for me to accept systems and schools of thought that are so clearly not serving my community. So, I’m always looking for ways to improve certain situations, and use what resources are available to flip the script.

Being a risk-taker, I’ve often found myself in situations I was ill-prepared for and all I could do was react. This isn’t the best position to make decisions from, but putting myself in these situations where I had to make decisions from a place of distress has taught me how to slow down and shift my perspective when necessary. Ideally, I want to be able to respond to a situation, not just to react to it. But not always having this luxury has taught me how to make thoughtful, intentional decisions even when I find myself under pressure.

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?

I founded Artist Liaison Agency, a boutique booking agency specializing in launching emerging artists on the Global Music scene. I work closely with emerging and independent artists, helping them develop their brand, book shows, and connect with the audiences that truly value their music. Unlike larger agencies that often focus on big-name acts, I prioritize working at the grassroots level, supporting artists who may not fit into the industry’s typical boxes. What I find most exciting is helping these unique voices carve out their own space and tell their story through thoughtful, intentional bookings and collaborations.

My approach is highly personal and collaborative. I focus on long-term growth, building strategic momentum through placements in tastemaker festivals, aligning artists with like-minded touring acts, and leveraging a strong network of promoters who are excited about fresh, meaningful music. A big part of what I do is making sure that the venues and events artists play reflect their identity and support their trajectory—because every show is a chance to shape how they’re perceived and where they’re headed.

Right now, it feels like a transformative time for indie music. There’s a palpable shift happening where audiences are moving away from commercialized, manufactured content and are craving authenticity, depth, and connection. Artists are using their platforms to speak on social issues and reclaim music as a vehicle for change, and I find it incredibly inspiring to help amplify those brave voices.

As for what’s new, I’m currently working on expanding the roster and partnering with more alternative venues and festivals that share our values. There are also a few collaborative projects and showcase events in the works that I’m really excited about—more details on that soon. Overall, the goal is to keep pushing boundaries and creating space for artists who are redefining what global indie music can be.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

Art of Storytelling

My foundation in fiction and playwriting has instilled in me a deep appreciation for the power of storytelling. I hold the story of the individuals creating the music in nearly equal regard to the music itself. The unique background and conditions that inform a band’s sound and style guide me on my quest to understand what an artist needs and how to position them to align with the right opportunities to shape their artistic careers on their own terms.

Learned experience has taught me: Own your story. Share your story. Claim your future.

Adaptation & Resourcefulness
By choosing not to follow a set career path, there have been plenty of times when I found myself in situations outside of my control. Other times, I intentionally put myself in situations outside my comfort zone. I think ultimately, I’m more afraid of getting stuck than I am of facing new challenges. When a system isn’t working, I don’t want to be part of the problem, by just complaining. To potentially be part of a solution, we have to take action. And at this point, I’ve come to embrace problem-solving as its own art form. And I would say don’t under-estimate the power of your community to come together to find solutions. You don’t have to have all the answers. Sometimes you have to ask for help.

Learned experience has taught me: Be open to unexpected opportunities—especially when they push you out of your comfort zone. The ability to adapt quickly is often more valuable than knowing everything upfront.

Community Building
Coming from a multi-racial background, I recognized that I felt most comfortable in diverse communities where many cultures and identities were present. This desire for inclusion fueled my passion for cross-cultural collaboration and sustains my quest to uplift underrepresented artists and connect them with communities where they are appreciated, respected and valued.

Learned experience has taught me: You never know where you might find your true community. Step outside your comfort zone, invite outsiders in and open yourself to a world of possibilities.

How can folks who want to work with you connect?

Absolutely and always! From day one, I’ve tried to be very intentional about who we are collaborating with. Moving forward, we are developing some additional revenue streams for the artists on our roster. These initiatives are designed to help supplement the rising costs of touring, especially for international artists burdened with the additional expenses of artist visas and lawyer fees. So, we are actively seeking funding in the form of producers, sponsors, endorsements, in-kind donations, grants & investors.

Even the marketing and branding team we are assembling reflects our intention to uplift marginalized voices. Many of these bands tour around the world, playing tastemaker festivals, national and international radio broadcasting networks, and renowned cultural centers. Aligning with our artists offers international exposure for brands & a chance to shift the cultural landscape in a way that supports cross-cultural exchange and diversity. We welcome any inquiries from businesses, non-profits and individuals that resonate with our mission to bring the next wave of Global Music to US audiences and beyond.

Contact Info:

• Website: https://www.artistliaisonagency.live
• Instagram: https://www.instagram.com/artistliaisonagency/
• Linkedin: https://www.linkedin.com/in/nina-sacco-71014b295/