Victor Li

Bio and how they support artists

I am a Canadian-Peruvian music business professional, curator, and artist development strategist with over two decades of combined experience in artist management, release operations, brand development, and cross-cultural music promotion. Currently, I manage Peruvian urban pop artist Sergi, whose catalog boasts close to 200 million streams. My experience also includes supporting internationally recognized talent such as 2X JUNO Award winner Kairo McLean, as well as engaging in boutique label operations with distributors like The Orchard. My work encompasses regional event programming, international festival strategy, and detailed multi-artist project coordination. As a curator, I run a playlist focused on discovering emerging songs and artists, sourced organically through social media and grassroots content. My curation emphasizes authenticity and strong songwriting over industry hype, gravitating toward tracks that display artistic direction, sonic consistency, and compelling narratives. Through Groover, I strive to help developing artists strengthen their releases and make informed industry decisions. With extensive experience in release workbacks, metadata organization, artist branding, and communication with PR and marketing teams, I provide feedback that is practical, actionable, and aligned with real-world industry standards. I have a strong interest in various music genres, including pop, rock, metal, urban pop, indie pop, contemporary R&B, pop EDM, and alternative music, both in English and Spanish. I am looking for tracks that evoke emotional, nostalgic, and cinematic moods. I value elements such as a strong melodic identity, clear vocal production, and cohesive artistic direction. To maintain a consistent curation style, I do not accept submissions in certain genres, including salsa, tropical genres, and religious music. With my experience managing over 30 artists across various genres—including pop, rock, metal, Latin pop, and fusion rock—I provide strategic career advice, release strategies, and marketing guidance for musicians. Being fluent in both English and Spanish, and having worked in Peru, Mexico, the U.S., and Canada, I can effectively help artists navigate the unique challenges in each region. What sets me apart as a curator is my bicultural industry experience, my strong project management skills, and a genuine discovery mentality. My playlists are created entirely based on music I discover organically, rather than through industry submissions. As a graduate of Durham College’s Music Business Administration program, I offer a blend of artistic and technical feedback, providing clear and constructive guidance to artists looking to elevate their careers in the music industry.

• https://www.linkedin.com/in/victor-li-76964234/