Meet Trey Sanders | CEO/Founder of Counter Culture Management

We had the good fortune of connecting with Trey Sanders and we’ve shared our conversation below.

Hi Trey, what led you to pursuing a creative path professionally?

First and foremost, I extend my gratitude to Shoutout LA for this invaluable opportunity. It’s an honor to share my journey with such a distinguished platform, dedicated to fostering meaningful conversations and uniting our community through shared experiences.

My pursuit of a career in the arts and creativity stems from a profound passion cultivated since my formative years. Growing up in Houston, TX, often heralded as one of the world’s most creative cities, deeply influenced my decision to embark on this path. The rich tapestry of diversity in Houston, encompassing people, cultures, arts, and vibrant energies, nurtured my holistic creative development.

Moreover, the arts served as a sanctuary amidst personal challenges. Coming from a single-parent household and navigating life as an only child with a limited social circle, I often found solace in creative expression. Those factors I just listed inevitably led to me being an introvert, antisocial, and, at times, socially awkward. Looking back, I believe these characteristics contributed greatly to my school experiences being more challenging than others. In addition to these trials and tribulations, I still had to contend with school culture, including beefs, fighting, gossip, etc lol. Throughout all the madness, music served as my guiding light in a dark world.

My eclectic taste in music, spanning genres from Pop/EDM to Hip Hop & Rap, R&B, Jazz, Classical Music, and NeoSoul, provided me with a universal language to connect with others. Drawing inspiration from artists like Kendrick Lamar, The Weeknd, Lil Wayne, Drake, and Frank Sinatra, music became my conduit for communication and connection, transcending social barriers.

Realizing the opportunity to pursue higher education in Music Business and embark on a career in the music industry was a transformative revelation. It not only validated my innate passion for music but also offered a tangible avenue to channel my creativity into a limitless career path.

Moreover, my family’s entrepreneurial background has been a significant influence on my journey as an entrepreneur. With my mother running her own pharmacy for over 15 years and my father operating a BBQ catering business, I was raised with a deep understanding of the value of entrepreneurship. My mother’s firsthand experiences working for corporate companies, where she often felt overworked, underpaid, neglected, discriminated against, and mistreated, inspired her to venture into entrepreneurship and establish her own pharmacy.

Additionally, growing up in Houston, often regarded as the Mecca for Black entrepreneurship, has profoundly impacted my entrepreneurial journey. The city is teeming with African American entrepreneurs who are thriving, contributing to its vibrant entrepreneurial ecosystem. Witnessing Black millionaires, encountering fellow Black Americans living in mansions, and experiencing the lifestyle associated with Black entrepreneurship has been incredibly inspirational.

While entrepreneurship holds great importance, it’s not necessarily a path suited for everyone. Similarly, the corporate structure and culture may not align with everyone’s aspirations. However, this doesn’t diminish individuals’ potential for success in their respective fields; rather, it highlights the importance of finding the right environment for personal and professional growth.

Throughout my journey, I’ve embraced the mentality of “If you aren’t allowed to enter the castle, then build your own castle.” This mindset fuels my entrepreneurial spirit and drives me to create opportunities where none may exist, fostering a culture of innovation and empowerment.

In essence, my journey is a testament to the transformative power of music, art, and creativity, and I am deeply grateful for the opportunity to share it with the world.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?

In 2023, I established Counter Culture Management and embarked on my journey as an entrepreneur in the music industry. The story of Counter Culture is an underdog tale. You might be wondering, “How did you come up with that name?” Allow me to explain.

Beginning my career in music was extremely challenging, especially coming from Houston. Despite being one of the largest cities in the country, Houston lacks a significant presence in the music industry compared to hubs like LA, NYC, Atlanta, and Chicago. However, I was fortunate enough to gain acceptance into Texas Southern University’s Entertainment & Recording Industry Management (ERIM)/Music Business Program. This program stands as one of the most established music business programs in Texas and is the sole Historically Black College and University (HBCU) offering such a curriculum. Despite the wealth of talent in Houston, the music/entertainment industry often overlooks both the city and Texas Southern University.

I began my journey in radio promotions for KTSU/The Vibe Radio in 2020, right before the Covid-19 pandemic hit. Talk about obstacles lol! I vividly recall landing my first interview for a record label internship with Sony Music in February of that year, only to have Covid disrupt that opportunity. From 2020 to 2022, I interned at around three other local music businesses, focusing on social media, marketing, and A&R, all without compensation. All while simultaneously, applying for Entertainment/Music Internships in LA and NY might I add. In 2022, I finally secured my first significant summer music internship in Los Angeles. Although it wasn’t in my specialized area of interest, which was A&R or marketing, I accepted it in the hopes of eventually working my way up to my desired role.

Transitioning from an HBCU environment, where I was surrounded by people who shared my background, culture, and aspirations, to a corporate giant was a significant adjustment. It was a solitary journey, as I had to navigate this new terrain largely on my own. Aside from the black security guard at the front desk, I discovered that I was the only African American in my department and among the interns at the company, which significantly impacted my work environment.

The most disheartening aspect of interning at this company was realizing that some interns didn’t have backgrounds in music business or related fields, lacked ambition in the music industry, and had limited relevant work experience in comparison to me and other Black Interns. This revelation was a turning point for me. For so long, I had believed I was underqualified for internships due to lack of responses, only to discover upon acceptance that I was actually overqualified. It was truly an eye-opening introduction to the real world lol. Despite the challenges, I remain grateful for the opportunity, as it provided invaluable insights and learning experiences that have shaped my journey in profound ways.

This experience served as a catalyst for inspiration. The ERIM Program had equipped me with a solid foundation which allowed me to understand company roles, responsibilities, and objectives. Witnessing firsthand how these concepts translated into practice was less daunting than I had anticipated, instilling in me a newfound sense of confidence.

Upon returning home from the internship, I swiftly recognized a glaring gap in the music industry: the lack of accessible resources, business acumen, and connections for aspiring artists. Many talented artists were struggling to break through not because of the quality of their music, but due to the absence of these critical components. Motivated by this realization, I began collaborating with artists and delving into artist management as a means to bridge this gap.

Counter Culture Management was born out of a desire to challenge the norms of the music industry and pave the way for positive change. We often underestimate the power of Culture. At Counter Culture we hope to change the Culture for the better, Whether that be Hip-Hop Culture, Corporate Culture, Community Culture, etc. Our mission, “Empowering artists, Revolutionizing music, and Inspiring Change,” encapsulates our dedication to fostering a more inclusive and innovative music landscape.

What sets us apart from other management companies is our multidimensional professional backgrounds, our A&R/Creative-centric approach to management, and our unwavering commitment to providing opportunities for aspiring music industry professionals who are often overlooked.

In February 2024, Counter Culture Management proudly welcomed our inaugural artist, BigDurh, into the fold. His upcoming single, “STUCK IN YOUR WAYS,” slated for release on April 19th, marks an exciting milestone for both BigDurh and Counter Culture Management as we embark on this journey together. This Summer we will be releasing music and working on BigDurh’s debut Project.

At Counter Culture Management, we’re not just about artist management—we’re about forging meaningful collaborations and expanding opportunities in the music industry. Our commitment to providing pathways for aspiring professionals and bringing musical experiences to underserved communities is at the core of everything we do.

One of our key partnerships is with Texas Southern University, where we’ve been actively involved in providing music opportunities for students enrolled in the Entertainment & Recording Industry Management (ERIM) Program and Radio, Television, and Film (RTF) Program. Our largest collaboration to date was during TSU Homecoming 2023, where we stepped in to save the student homecoming concert by partnering with Warner Records to bring NLE Choppa to headline the event.

Additionally, we recently collaborated with Def Jam Records for Black History Month and Def Jam’s 40th anniversary at TSU through our event, Tiger Desk. Our ultimate goal is to continue enhancing the presence of labels and music companies on campus while orchestrating incredible musical experiences and collaborations with top artists and creatives in the industry.

If you’re interested in collaborating with us in this space, we’d love to hear from you. Reach out to us to explore the possibilities of working together to make a meaningful impact in the music industry and beyond.

Throughout my journey, I’ve obtained invaluable lessons that have shaped my path in the music industry. First and foremost, investing in yourself is paramount. This investment extends beyond finances—it encompasses dedicating time to learning, forging connections, and honing your craft. Without self-investment, it’s challenging to garner support from others.

Believing in yourself follows closely behind. Amidst skepticism from others and setbacks along the way, unwavering self-belief becomes your greatest asset. Even when faced with rejections or doubts, maintaining faith in your abilities is essential to pushing forward.

Persistence is another crucial lesson learned. In the face of adversity, resilience is key. Despite disappointments, I remained steadfast in my pursuit, continuously showing up and refusing to let setbacks define my journey.

Lastly, seizing opportunities has been instrumental in my growth. Often, the most unexpected opportunities yield the greatest rewards. Keeping an open mind and recognizing the potential benefits, seemingly small opportunities, have opened doors I never would’ve imagined.

These lessons—investing in oneself, believing in one’s capabilities, persevering through challenges, and embracing opportunities—have guided me through my entrepreneurial and creative endeavors. They serve as pillars of strength, propelling me forward on my path to success. Several of my adversities have turned out to be blessings in disguise. While it may not seem apparent in the midst of challenges, trust that one day you’ll reflect and realize how those hurdles have actually propelled you forward in unexpected ways.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?

Los Angeles holds a special place in my heart, with Malibu topping the list as my favorite spot. There’s something magical about Malibu that makes every visit feel like a new adventure. However, a word of advice: avoid relying on Uber to get there, especially if you plan to return to LA after 6 pm—trust me, you don’t want to get stranded!

Santa Monica Beach & Pier is another gem that I thoroughly enjoy. The vibrant atmosphere and stunning views never fail to captivate me. LA is renowned for its incredible events, and shout out to DJ Jae Murphy, any event that man is doing is a good time for sure. Additionally, HoodRave, Black on The Block, Ebony Beach Club, and Everyday People are events I look forward to attending.

For a fantastic nightlife experience, the Mayfair Hotel Rooftop on a Friday or Saturday night is unbeatable. Any events that are hosted at The Beehive is a good time too. And let’s not forget about the food. One standout for me is Ami Sushi in Westwood. LA truly offers something for everyone, and I cherish every moment spent exploring this vibrant city.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?

Absolutely, there are so many individuals and entities who have played crucial roles in my journey. Firstly, I must express my gratitude to God for His guidance and blessings. My heartfelt appreciation goes out to my incredible, supportive, and loving mother. My Mother has been a very important figure throughout my life and has supported me every step of the way. I wouldn’t be in this position without my mother’s unwavering sacrifices. As well as my father, my stepfather, Mr. Ernest, and my family. Special thanks to my best friend Darius, and my artist BigDurh, whose upcoming single ‘STUCK IN YOUR WAYS,’ set to release on April 19th, embodies our collaborative efforts and aspirations.

I am also indebted to Professor Williams and Texas Southern University’s Entertainment & Recording Industry Management program, along with my esteemed mentors Dr. Gottschalk, LaRonn Harris, Antez Williams, Marilyn Batchelor, LC, Ron Hurd, and Donna E. Scott. Additionally, I am grateful for the support and guidance from Jerry Autry, Brandon Wilson, Art Dubose, Ahmad Hicks, T Blue, Andre Harden, James Martin and Suits for Sons, and the vibrant community of H-Town.

My heartfelt thanks extend to my close friends Dexter Jordan, Jamar Bryant, KC, David Ubak, John Sims, and Amia Jankins, as well as DJ Jae Murphy and the Entertainment Industry College Outreach Program (EICOP)/HBCU in LA, whose support has been invaluable. I am also appreciative of the contributions from Rhea Roberts, Marcus Johnson, April Barfield, David Anderson, Jonathan Ramos, Kyle Robinson and the Goldenvoice/AEG Presents family.

Further recognition goes to The Digilogue, my cousin Janathan, Ernest Walker, Donna Franklin, Marcus Sullivan, and the entire team at KTSU/The Vibe Radio. I am deeply grateful for the opportunities provided by The Recording Academy & Grammy U, and the unwavering support from Derrick McKinney, Bradley, and L.O.U.D. Muzik. In addition, Sly Roque, Jarrad Buggs, The Clever Group, The Chopstars, and Queen Cora.

Lastly, I must acknowledge my favorite artist of all time, The Weeknd, whose work continues to inspire me. If I missed anyone, please accept my apologies, and I assure you, your contributions are deeply appreciated.

Website: https://counterculturemgmt.com

Instagram: https://www.instagram.com/counterculturemgmt/

Other: Follow Counter Culture’s Artist BigDurh –https://www.tiktok.com/@durhinnisbih –https://www.instagram.com/bigdurh/

Image Credits
Group Photo-Randy Biddle NLE Choppa Homecoming Photo- Josh Molock