Sabrina Li puts a heavy emphasis on passion. She was raised in an environment where corporate opportunities outweighed creative ones, and her passion was what led her halfway across the world to launch her career as an artist manager.

Li knew she wanted to be in the music industry by the time she was 15. However, her upbringing in Hong Kong, where non-corporate careers were generally frowned upon, made it difficult for her to figure out how she could break into the music industry, and that feeling of disorientation was exacerbated by her lack of companions with a similar tastes in music. “I didn’t find too many people around me that shared my passion [for music], so I kept it to myself,” she recalls. Li’ became even more engrossed in music when she finally found those companions during her time at the University of Nottingham in the UK, and when she returned to her home city after graduating, she was more determined than ever before to figure out a plan to move to Los Angeles and make her mark in the industry.

Li wanted to hit the ground running the moment she landed in Los Angeles for Music Business Extension courses at UCLA, but COVID unfortunately struck shortly after she arrived. She took a detour back to London in 2020 and joined the artist management teams Emmavie, IAMNOBODI, Devin Tracy and Anjali Taneja, negotiating several distribution, label and brand partnership deals, handling marketing budgets, booking shows and handling the day-to-day management. Around this time, she also remotely connected with one of Lucky Daye’s managers. When she returned to the US a year and a half later, she became more involved with working with the GRAMMY-winning artist and his team, as well as team up with other GRAMMY-winning and nominated artists like Frank Dukes and Che Ecru.

“When it comes to management, it’s all about observing and understanding what works for the artists and how to help them thrive.”

Li’s passion for the music industry doesn’t stop an artist management. Her latest undertaking is becoming the product manager of Too Lost, a music distribution service where she can utilize her management skills to aid artists in their marketing and releases. There’s more the young manager wants to offer the industry and her artists, regardless of whether she chooses to do so independently or transition to an independent label.

In three words, how would you describe your career to someone who isn’t familiar with the music industry?

Exciting, unexpecting and fulfilling.

Can you run us through a day in your work life?

I wake up early most days so I can get ahead of any management related tasks I need to do, whether it’s meetings with my artists/the management teams I support, answering emails or any admin tasks I need to sort out,especially if there is a release coming out soon. I sort out the list of priority tasks I need to do to ensure I meet deadlines, and then I head into work at Too Lost where I provide marketing and roll-out support for artists that distribute with us.

My tasks as an artist manager are different every day. Some days, I’ll just make sure I’m caught up with what we’ve got going on for the week, other days I’m attending gigs or events to connect with cool people or seek out other opportunities I can provide for artists I work with. When you start working in the music industry, you quickly realize how much of your work revolves around integrating it into your lifestyle.

“Networking is your key, find and connect with the people that you see yourself in and maintain your relationships.”

As someone who actively works with several artists, would you say there are very common aspects in their processes?

Every artist is so different in how they work and how they integrate music into their life. Some artistsjust want to create music without their face being in the spotlight, others thrive in it and things like creating content on TikTok comes more naturally to some. Every artist has their own way of working. When it comes to management, it’s all about observing and understanding what works for the artists and how to help them thrive.

In your eyes, is there one aspect in the process that is the most vital?

I think the most vital process is to make sure the love for making music and music itself is still there. At the end of the day, that’s all that should matter. The industry can also get intoxicating at times; it’s easy to get lost or surround yourself with the wrong people so ensuring that the people around you are genuine and want what’s best for you is an important thing you can take into consideration.

What was the scope of your job as the project manager for Frank Dukes’ album?

I was in charge of ensuring the physical release of the project as well as making sure all social media platforms were ready for release. I facilitated and liaised with third party companies as well as Frank Dukes and his team to make sure the visual and artwork were ready for the physical release as well as anything else that was required for the roll-out.

“Don’t lose aspects of yourself that make you unique. It can be easy to get swayed by the glamor of the industry, but staying grounded and having a good community around you will help in the long run.”

What are the necessary first steps a person should take to enter a career in music as a manager?

Learn as much as you can about the industry, whether that’s networking with people in the and asking them about their jobs or reading about the industry. This will help you in the long run, especially if you’re trying to figure out what part of the industry you actually want to work in. Networking is your key, find and connect with the people that you see yourself in and maintain your relationships. Collect and surround yourself with people you want to be around. It may seem like a never ending journey but if you trust in the process it is possible to have a sustainable and successful career in.

What lessons and/or work ethics did you only pick up after working in the music industry?

What you put in to something is what you’ll get out of it. I know myself enough that if I’m really passionate about a position or an artist, I will really do whatever I can and dedicate as much time as I can to push myself and seeing results, and that progress is the most rewarding feeling. The most important lesson I’ve learnt, however, is how important it is to stay true to who you are and constantly remember why you’re in this. Don’t lose aspects of yourself that make you unique. It can be easy to get swayed by the glamor of the industry, but staying grounded and having a good community around you will help in the long run.

What was the biggest challenge you’ve had to face so far and how did you overcome it?

Overcoming imposter syndrome, which is honestly still a challenge now! Coming all the way from Hong Kong and having such an immensely different upbringing from most people I met in the music industry was something that was really difficult to overcome. It’s already such a competitive field, andI felt as though I had this whole other feeling of fighting to get in, coming from an entirely different continent and having to worry about how to stay, how to make my life sustainable and how to be taken seriously. If you stay authentic to yourself it will show in the work and allow you to attract and gravitate to the right people. Good people find good people.

“Being in the music industry becomes more of a lifestyle then your typical 9-5, so it’s easy for some people to burn out or surround themselves with people whose intentions aren’t aligned with theirs.”

What is one thing about your job that most people would find unexpected or surprising?

I think when people think of the music industry, they think of it as a world so far away from their own and so separated from their everyday lives. I quickly realized how low the boundary is to enter the music industry, and that meeting genuine and good people as well as making a sustainable living is the difficult part.

Is there a secret to career longevity in this industry?

Making sure that you still enjoy it! Being in the music industry becomes more of a lifestyle then your typical 9-5, so it’s easy for some people to burn out or surround themselves with people whose intentions aren’t aligned with theirs. Make sure that you support those in your community, have genuine relationships with them and feel comfort knowing that they would do the same for you.

What are some habits you follow regularly to always maintain a good headspace for work?

I make sure I set time aside everyday to exercise, socialize with friends and read!

What does a day off look like for you?

Resting, working out and cooking up a feast for myself or hanging out with friends. I’m a simple creature; I really enjoy being outside for a hike, at the park or at the beach as well. Growing up on an island will do that to you!

If not music, what would you be doing?

Probably either something still project management related or food related.

Stay tuned for more features with music industry professionals — from managers to sound engineers, stagehands and others; the people who make the music world go round without standing behind a microphone.