Meet Trey Sanders

Alright – so today we’ve got the honor of introducing you to Trey Sanders. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Trey, so excited to talk about all sorts of important topics with you today. The first one we want to jump into is about being the only one in the room – for some that’s being the only person of color or the only non-native English speaker or the only non-MBA, etc Can you talk to us about how you have managed to be successful even when you were the only one in the room that looked like you?

Being the only one in the room who looks like me has often come with challenges, particularly in an industry where African Americans have historically been gatekept out of positions of authority. I’ve faced moments of imposter syndrome, questioning whether I truly belonged in these spaces. But over time, I’ve come to realize that my background, my extensive experience in the music industry, and my upbringing uniquely position me to contribute in ways that others simply can’t.

Growing up immersed in Black culture, I’ve developed a deep understanding of music from a cultural perspective. This includes everything from knowing what resonates with Black audiences, to understanding how to market effectively to these communities. My roots in Houston—a city known for its rich musical heritage and cultural diversity—have given me a nuanced insight into the industry. Houston has produced some of the world’s most influential artists, like Beyoncé, Megan Thee Stallion, Travis Scott, and Don Toliver. The city’s contributions to music, such as chopped and screwed music, urban fashion, and independent Black-owned record labels, have shaped the culture in profound ways. Houston’s status as one of the top 10 music consumption markets in the U.S. also provides a strategic advantage.

In addition to my cultural background, my academic and professional experiences have further solidified my place in the industry. As one of the top students in Texas Southern University’s Entertainment & Recording Industry Management Program—the only established music business program in Texas and the only HBCU music business program—I gained a comprehensive understanding of the industry. My 6+ music internships across various areas have equipped me with the skills and knowledge to navigate the industry from multiple angles.

When I find myself as the only Black person in the room, I’m keenly aware of my worth. I didn’t get here because of nepotism or by attending a specific university. I got here because of my open-mindedness, hustle, and unwavering passion for music. Recognizing my value and the unique perspectives I bring to the table has empowered me to stand strong in these situations, contributing meaningfully and confidently to the conversation.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

I’m Trey Sanders, and I’m deeply passionate about the music industry and community building. I’m the CEO and Founder of Counter Culture Management, where we specialize in artist management, strategic partnerships, and creating opportunities for emerging talents to shine. I also serve as the Houston community curator for The Digilogue, an organization dedicated to connecting and empowering music creatives through educational events, panels, and networking opportunities.

What excites me the most about my work is the ability to shape the future of music by helping artists navigate their careers with authenticity and integrity. I’m particularly proud of the impact we’re making by bridging the gap between independent artists and the broader industry, providing them with the tools and support they need to succeed.

Currently, I’m focused on expanding our reach and creating more partnerships that will allow us to offer even more resources to the artists we work with. For example, I’m actively working on establishing a partnership between Texas Southern University and Counter Culture Management to facilitate music industry events and secure funding for these initiatives. This collaboration is especially close to my heart because it’s about giving back to the community that helped shape my career.

At the core of everything I do is a commitment to fostering talent and building a strong, supportive community. Whether through managing artists, curating events, or mentoring the next generation of music professionals, my goal is to leave a lasting impact on the industry and the people within it.

We have some exciting projects on the horizon, including new events and strategic expansions that will further solidify our presence in the music industry. I’m looking forward to sharing more details soon and continuing to push the boundaries of what’s possible in this space.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Looking back on my journey, three qualities, skills, or areas of knowledge that were most impactful have been social media management, marketing, and patience. These elements have played a crucial role in shaping my career and have been instrumental in my success in the music industry.

1. Social Media Management
Social media has been a game-changer for me, providing a platform to connect with audiences, promote artists, and build brand awareness. Understanding how to effectively manage and leverage social media platforms allowed me to create meaningful engagement and reach a broader audience. My advice to those early in their journey is to immerse themselves in learning about the latest social media trends and tools. Experiment with different content strategies, engage authentically with your audience, and always be adaptable as platforms evolve.

2. Marketing
Marketing is the backbone of any successful venture in the music industry. It’s not just about promoting a product or an artist; it’s about telling a compelling story that resonates with the audience. Developing strong marketing skills, from understanding target demographics to crafting persuasive messages, has been crucial in my journey. For those starting out, I recommend studying successful marketing campaigns and learning the fundamentals of branding and communication. Practical experience, whether through internships or personal projects, can also provide invaluable insights into what works and what doesn’t.

3. Patience
Patience has been the most impactful quality in my journey. The music industry is a marathon, not a sprint. Success doesn’t happen overnight, and being patient has allowed me to stay focused, persistent, and open to learning from every experience. For those at the beginning of their careers, my advice is to embrace the process. Understand that setbacks and delays are part of the journey, and that long-term success requires sustained effort and resilience. Cultivating patience will help you navigate challenges and maintain your drive over the long haul.

Advice for Aspiring Music Industry Professionals
For those looking to break into the music industry, my advice is to get involved in music organizations and be open to working in various areas of the industry. Joining organizations can provide valuable networking opportunities, education, and exposure to different facets of the business. Don’t be afraid to take on roles outside of your initial interest; gaining a broader perspective will help you understand how the industry operates as a whole.

Additionally, be open to all opportunities, even those that may not be paid or exactly what you envisioned. Every experience, whether it’s an internship, volunteer work, or a smaller gig, offers something to gain—whether it’s a new skill, a connection, or a lesson learned. Keeping an open mind will allow you to grow, adapt, and find your unique path in the industry.

Okay, so before we go we always love to ask if you are looking for folks to partner or collaborate with?

Yes, I’m definitely looking to partner and collaborate with like-minded individuals and organizations. Specifically, I’m interested in collaborating with music companies and sponsors to facilitate partnerships for our monthly Space City Music Industry Mixer. This event is designed to connect industry professionals, artists, and creatives in Houston, fostering a community that supports the growth of local talent.

Additionally, I’m eager to establish collaborations with Texas Southern University and other HBCUs. These institutions play a critical role in nurturing the next generation of music industry professionals, particularly those from underrepresented communities. Engaging with HBCUs is not just about supporting education; it’s about recognizing the incredible talent and cultural contributions that come from these institutions.

Significance of HBCUs:
HBCUs (Historically Black Colleges and Universities) have long been incubators of Black excellence, producing leaders in various fields, including the music industry. These institutions provide a culturally rich environment where students can develop their talents and gain the education needed to succeed in competitive industries. By partnering with HBCUs, music companies can tap into a pool of diverse, talented, and motivated individuals who bring unique perspectives to the table.

Moreover, facilitating more activations, events, and partnerships with HBCUs allows music companies to build deeper connections with communities that are often underrepresented in the industry. This engagement not only promotes diversity but also helps drive innovation by incorporating new voices and ideas into the music business. Supporting HBCUs and their students can lead to a more inclusive and dynamic industry, benefiting everyone involved.

How to Connect:
If you’re interested in collaborating with Counter Culture Management, the best way to reach out is by emailing me at [email protected]. Please express your interest and share any ideas you have for collaboration. You can also connect with us on Instagram at @counterculturemgmt to stay updated on our latest projects and initiatives. We’re always excited to explore new partnerships that align with our mission and goals.

Contact Info:

• Website: https://counterculturemgmt.com
• Instagram: https://instagram.com/counterculturemgmt