Meet Trey Sanders of Counter Culture Management

Today we’d like to introduce you to Trey Sanders.

Hi Trey, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My journey in the music and entertainment industry began at Texas Southern University, where I majored in Entertainment & Recording Industry Management with a minor in Radio, Television, and Film. During my time at TSU, I was actively involved in shaping my skills through organizations like Grammy U, the Entertainment Industry College Outreach Program (EICOP)/HBCU in LA, and various Student Organizations at TSU. I also completed over five internships with prominent companies like Universal Music Group and AEG Presents/Goldenvoice, giving me a multidimensional perspective on the industry.

After graduation, I founded Counter Culture Management, a company focused on elevating artists and creating opportunities for music creatives and professionals. I’ve had the privilege of collaborating with major companies like Warner Records, Def Jam, Revolt TV, Atlantic Records, and Universal Music Group. One of my proudest achievements has been facilitating activations and events, such as the Warner Records Homecoming Takeover with NLE Choppa at TSU and the Def Jam Tiger Desk activation.

As a Houston community curator for The Digilogue and the founder of initiatives like the Culture Shift Mixer, I’ve worked to build bridges within the local music scene and provide a platform for networking and collaboration. My role is more than just managing artists like June Buggg; it’s about creating spaces where creativity can thrive and strategic partnerships can flourish.

Currently, I launched a revolutionary year-round Internship Program that provides opportunities to aspiring music creatives and professionals. For Spring 2025, I have a small team of 7 interns. We have lots of cool things we’re working on for first quarter, including events, promotional campaigns, Strategic Partnerships, New Merchandise and a new community we’re launching in February.

Looking ahead, I’m focused on building sustainable partnerships, securing funding for music events, and mentoring the next generation of music industry leaders. My story is one of consistent growth, driven by a passion for music, community, and innovation.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t been a smooth road, but the challenges have shaped me and strengthened my resolve. Starting a business in the music industry comes with its own set of hurdles—it’s a competitive space where resources, funding, and connections can make or break opportunities.

Early on, balancing academics, internships, and leadership roles while trying to build a name for myself was tough. I often had to stretch myself thin to prove my value and gain experience. After graduation, transitioning from being a student to running a business was another major challenge. Establishing Counter Culture Management from the ground up meant figuring out how to fund events, secure partnerships, and gain credibility in an industry that can sometimes undervalue emerging voices.

One of the biggest struggles has been navigating the lack of access to resources for small businesses and artist managers, especially in a city like Houston, which is still developing its music infrastructure compared to places like Los Angeles or Atlanta. I’ve had to be resourceful and creative, often working with limited budgets to deliver high-quality events and projects.

Another challenge has been breaking into spaces dominated by larger corporations or more established players. Whether it’s securing sponsorships or booking high-profile artists, convincing stakeholders to invest in my vision has been an uphill battle at times.

Despite these challenges, I’ve learned to view obstacles as opportunities to grow. Each struggle has taught me the value of resilience, the importance of building authentic relationships, and the power of strategic planning. These lessons continue to push me forward as I work to make a lasting impact in the industry.

Thanks – so what else should our readers know about Counter Culture Management?
Counter Culture Management is a multifaceted music and entertainment company dedicated to creating opportunities and platforms for emerging artists, music creatives, and industry professionals. At its core, we specialize in artist management, event production, strategic partnerships, and community-building initiatives within the music industry.

What We Do:
We’re known for managing June Buggg, a rising star in the underground rap scene. With over 14 million streams across platforms, collaborations with artists like Hurricane Wisdom and T9ine, and co-signs from industry icons such as Jadakiss, T.I., DJ Drama, and Toosii, June Buggg represents the next wave of authentic artistry. We focus on building his brand, expanding his performance opportunities, and connecting him with industry resources to elevate his career.

What Sets Us Apart:
What truly differentiates Counter Culture Management is our commitment to innovation, cultural impact, and community. Unlike others, we bridge the gap between grassroots talent and major industry players by creating spaces where both can coexist and thrive. We take pride in being resourceful, tailoring solutions that align with the needs of our clients and collaborators, even with limited resources. Our ability to integrate corporate partnerships, such as with Monster Energy, into community-driven events reflects our unique approach.

What Readers Should Know:
Counter Culture Management isn’t just a management company—it’s a hub for creativity, collaboration, and growth. Whether we’re producing events, managing talent, or curating experiences, our goal is to empower creatives and foster innovation in the music industry. With artists like June Buggg, we’re not just managing careers; we’re building legacies. If you’re looking for authentic collaboration and a partner dedicated to elevating your vision, we’re the team to work with.

What We’re Most Proud Of:
One of our proudest achievements is the Tiger Talk Panel Discussion in collaboration with Def Jam and Coco Jones at Texas Southern University. This event brought together students, industry professionals, and one of today’s most dynamic artists to discuss the Black influence and impact in music and entertainment. It was a powerful moment that showcased our ability to create meaningful conversations while fostering education and inspiration for the next generation of music industry leaders. This collaboration reflects the essence of what Counter Culture Management stands for: bridging gaps, creating opportunities, and pushing culture forward.

We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
Luck hasn’t played a defining role in my journey. Instead, I attribute my accomplishments and opportunities to God’s guidance and the unwavering support of my mother. God has been the foundation of my purpose and the driving force behind my ability to pursue my passion and achieve success. Because of God, I’ve had the fortune of being in the right places at the right times—whether it was securing internships with major companies like Universal Music Group or meeting key industry professionals who believed in my vision. There have been times when opportunities slipped through my fingers, funding didn’t come through, or plans didn’t go as expected. These moments of tribulations could have been discouraging, but I’ve learned to view them as lessons rather than setbacks. They’ve taught me to be adaptable, resilient, and resourceful.

My mother’s sacrifices have been instrumental in shaping my path. She worked tirelessly to ensure I had the best education and upbringing, allowing me to focus on my aspirations without limitation. She supported my decision to pursue a major I was passionate about, and when the opportunity arose for me to live in Los Angeles for two separate summer internships, she provided the financial support to make it possible. From the very beginning, she has been my biggest supporter and has played a critical role in my success.

It’s not luck but faith, hard work, and the sacrifices of those who believe in me that have brought me to this point. Ultimately, I believe luck has little to do with my success. It’s what you do with those moments of support—that truly defines your path. I’ve worked hard to position myself so that luck does not determine my destiny.

Contact Info:

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