Trey Sanders III shared their story and experiences with us recently and you can find our conversation below.
Trey, really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: Have any recent moments made you laugh or feel proud?
Recently, I’ve felt really proud rolling out my interview with Matthew Knowles. Seeing the feedback come in from peers and people in the industry was a big moment for me. It reminded me that the work I’m doing is being noticed and respected, and it gave me even more motivation to keep building and creating opportunities through Counter Culture Management.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Trey Sanders, and I’m the Founder and CEO of Counter Culture Management, a Houston-based music industry company focused on artist development, event production, and building real community for emerging creatives. At its core, Counter Culture exists to bridge the gap between talented, underrated artists and the industry access, resources, and relationships they need to elevate their careers.
What makes Counter Culture special is that we don’t just operate as a traditional management company — we’ve built a platform that sits at the intersection of talent discovery, cultural programming, and major industry relationships. Through our Culture Shift event series, open mic showcases, and music industry mixers, we create spaces where artists, professionals, and brands can connect in a way that feels authentic, intentional, and impactful. These events aren’t just about performances — they’re about building long-term pathways, mentorship, and real opportunity for the next generation of talent.
My journey into the music business started through years of hands-on experience and internships with companies like Universal Music Group and AEG Presents/Goldenvoice, along with collaborations involving major labels such as Def Jam, Warner Records, Atlantic Records, and Universal Music Group. Those experiences helped shape my understanding of how the industry works at a high level — but also highlighted how many artists and creatives still lack access to the right rooms and networks.
Now, I’m continuing to expand Counter Culture’s impact in Houston. Ultimately, my mission is to shift the culture by creating community-driven opportunities that help artists and music professionals build sustainable careers, ownership, and long-term success. Counter Culture is about more than events or management — it’s about empowering creatives to turn their talent into lasting legacy.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. Who taught you the most about work?
The person who taught me the most about work has definitely been my mom. She’s a pharmacist and also an entrepreneur who owns and operates her own pharmacy, so I’ve been able to witness firsthand what dedication, discipline, and responsibility really look like. Growing up, I saw the sacrifices she made, the long hours she put in, and the level of care she had not only for her business, but for the people she serves in the community.
Watching her build something of her own showed me what it means to take pride in your work and to lead with purpose. She’s been a constant example of consistency, resilience, and professionalism, and she’s a big reason why I’ve always felt motivated to create something meaningful through my own journey. Her work ethic and entrepreneurial mindset have shaped the way I approach Counter Culture Management — not just as a business, but as something that can truly impact others.
Was there ever a time you almost gave up?
Yes, there was definitely a time when I almost gave up — toward the end of 2024. I was at a point where I felt uncertain about my next steps financially and professionally, and I started applying to local music industry jobs because I thought having steady income might be the more realistic path. I was hoping that my experience and background would open doors quickly.
But ironically, it didn’t work out the way I expected. I wasn’t getting interviews, and I started questioning whether the industry truly had space for what I was trying to build. It was a difficult moment because it felt like I was doing everything right, but still not seeing the opportunities come through.
Looking back, that period ended up being a turning point. Instead of walking away, I realized I was being pushed to fully commit to my own vision. I was forced to keep building. That’s when I made the decision to relaunch our events more seriously and introduce our internship program, creating structure and opportunities not just for myself, but for other emerging creatives who also needed access and experience.
That moment taught me that setbacks don’t always mean stop — sometimes they’re just redirection. And it ultimately strengthened my belief in Counter Culture Management and the mission we’re building.
Next, maybe we can discuss some of your foundational philosophies and views? Where are smart people getting it totally wrong today?
I think one area where even very smart people can get it totally wrong today is believing that having intelligence or access to information automatically means we have all the answers. One of my favorite quotes from Erykah Badu is, ‘The man that knows something knows that he knows nothing at all.’ And I really believe that mindset is important right now.
Often, people move through life thinking certainty is the goal — that we’ve reached some peak of understanding as a society. But I don’t think that’s entirely true. Yes, our civilization is incredibly advanced, and we have access to more information than ever before, but that doesn’t always mean we have access to the full truth.
There are still so many areas where we are lacking — whether it’s in how we understand each other, how we approach progress, or even how we view history. A lot of information about our past has been manipulated, erased, or reshaped over time, and it reminds me that what we’re taught isn’t always complete.
So I think the biggest mistake is closing ourselves off mentally. The people who grow the most are the ones willing to stay open-minded, ask deeper questions, and remain open to discovering new answers — even if those answers challenge or shatter what they’ve always believed to be true.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. If immortality were real, what would you build?
If immortality were real, I think I would dedicate myself to building entirely new cities — not just in the physical sense, but in what they represent. Cities designed from the ground up with advanced infrastructure, eco-friendly systems, and a completely elevated quality of life.
I would want these spaces to reflect a new standard for how people live, work, create, and connect. Cities where sustainability isn’t an afterthought, where technology is used to enhance human well-being instead of replace it, and where culture is intentionally nurtured.
But beyond infrastructure, I’d be most interested in building new value systems — new cultural norms, new economic models, and new ways of organizing society that prioritize community, creativity, wellness, and purpose over just survival or profit.
To me, immortality would be an opportunity to think long-term on a generational scale, and to create environments that truly help humanity evolve. Not just bigger cities, but better ones — spaces that elevate how people experience life.
Contact Info:
- Website: https://linktr.ee/counterculturemgmt
- Instagram: https://instagram.com/counterculturemgmt
- Linkedin: https://www.linkedin.com/in/morelatrey
- Facebook: https://www.facebook.com/people/Counter-Culture-Management/61560086183331/
- Youtube: https://youtube.com/@counterculturemanagement?si=kkYGJL0TipkWqO3u
- Other: Tik Tok: https://tiktok.com/@counterculturemgmt
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