08/31/2026
Sonder Music Group didn’t start out as a concert promoter trusted by the likes of Interscope Records and CAA, but its talent, determination, and strategic understanding has made the company a major cultural force in LA’s music scene. A group of driven USC Thornton Music Industry majors began sharing advice on talent management their freshman year, and as the shows they promoted for their rosters took off, they rode that wave, all the way up to concerts headlined by quannic, Truman Sinclair (Music Production, BM ‘24), Leyla Ebrahimi, and more.
“Right now, our focus is simple: build a community month by month with a uniquely personal fan to artist experience,” Sonder says, to “become a key source for artist discovery amidst the era of algorithmic noise.”
Read more at our Spotlight feature written by USC Annenberg student Amelie Melsness:
Sonder Music Group, a USC Thornton Music Industry major-run company, emerges as a power player in LA’s live music scene.