I am Elizabeth Zhao, founder of Firely Entertainment, a London-based artist management, label services and international music consultancy supporting artists and music projects across the UK, Europe, China and wider international markets, w...ith growing connections in New Zealand and Australia.
My work focuses on international artist development, release strategy, global digital distribution, Chinese social media and DSP optimisation, cross-border marketing, and China/Asia music strategy. I support artists, labels and music organisations with practical strategies for strengthening artist identity, building audiences, improving EPK/bio/pitch materials, planning releases and exploring international opportunities.
As a Groover Pro, I can offer constructive and strategic feedback on your music, artist positioning, release strategy, branding, visual identity, storytelling, EPK/bio/pitch materials, DSP and social media presence, and international market potential. I am particularly well placed to support artists who want to understand whether their music, brand and campaign strategy could resonate beyond their home market, including in China and East Asia.
Through Firely Entertainment, I work with selected artists on management, advisory, label services, digital distribution, release planning, DSP optimisation and China-facing music strategy. My management and advisory work has included selected artists and projects such as Luke Black, Laurence Larson and Jonny Morgan & The Moral Support.
My feedback goes beyond a simple “yes” or “no”. Based on the track and any context provided, I can comment on its strengths, positioning, audience potential, artist identity, release direction and areas to consider next.
I am open to a broad but carefully selected range of music, especially artists with strong identity, emotional depth, storytelling, visual world or international potential.
My core interests include electronic music and electronic-led pop, including house, techno, trance, DnB, electronica, leftfield electronic, synth-pop and electropop; alternative and indie music, including alternative pop, indie pop, indie rock, art pop, dark pop, experimental pop and cinematic/theatrical pop; and songwriting-led music, including singer-songwriter, Americana, country, emotional ballads and jazz-influenced projects.
I am also interested in hip-hop, K-pop-influenced pop, C-pop, guofeng and culturally distinctive cross-border projects, particularly where the artist has a clear creative identity and potential to connect across markets.
I am drawn to music that feels dark, atmospheric, cinematic, emotional, stylish, bold, intelligent, dramatic, melancholic, futuristic, alternative, elegant, mysterious or culturally distinctive, while also being open to polished, commercially minded tracks with strong songwriting and mainstream potential.
I am less likely to connect with tracks that feel generic, unfinished, overly formulaic, poorly presented, or where the artist has no clear identity beyond the song itself. I am also not the best fit for artists looking only for playlist placement, guaranteed live bookings or generic promotional promises. My focus is on serious artist development, strategic feedback and long-term international potential.
My background includes an MBA, an MA in Music Business Management with distinction, and experience lecturing music business in the UK. I have joined the UK BPI music mission to China, spoken at IMX Shanghai on international music industry strategy, and been interviewed by Chinese music industry media.
I am here to discover ambitious artists with strong creative identities and to provide clear, honest and practical feedback that can help them move forward with greater clarity and confidence.
Charli xcx
Woodkid
Lady Gaga
The Weeknd
Depeche Mode
Nine Inch Nails
NewJeans
Livingston
