Elizabeth Zhao is the founder of London-based Firely Entertainment, an artist management, label services and music business consultancy specialising in artist development across the UK and China and Chinese music market entry strategy. She helps artists and their teams sharpen their positioning and turn their ambitions into practical plans for audience growth and career development.
Her particular strength is helping artists navigate the Chinese music market. Combining market knowledge, cultural understanding and industry connections, Elizabeth advises on reaching Chinese audiences, adapting campaigns and identifying relevant opportunities and partners. Her consultancy experience spans established music companies, industry organisations and independent artists.
Elizabeth also brings senior-level experience in international music business development and partnerships with Hong Kong-headquartered global music distributor EWway Music. This informs her guidance on digital distribution, release planning, streaming strategy and working effectively with DSPs, distributors and publishers.
For artists considering China, Elizabeth helps assess whether their music, creative identity and career stage provide a strong foundation for market entry, and what preparation is needed. Her guidance covers Chinese DSPs, social platforms, audience development, localisation, cross-border marketing, live opportunities and local partnerships, helping artists understand how these channels connect and where to focus.
Alongside her China specialism, Elizabeth supports artist career development in the UK: strengthening artist positioning, branding and storytelling; refining EPKs, biographies and pitch materials; planning releases; and reviewing digital and social media presence. She helps align an artist’s music, presentation and campaign around a clear, compelling story.
A consultation with Elizabeth can help you assess whether China is a realistic next step, develop or review a release or market entry plan, or refine how you present your project to audiences and industry partners. Constructive, honest and specific, she identifies strengths, challenges assumptions and helps you prioritise practical next steps, giving you a clearer understanding of your opportunities and what pursuing them requires.
Elizabeth earned an MBA from Northumbria University and an MA in Music Business Management from the University of Westminster. She is also a mentor on Groover, providing artists with constructive feedback and strategic career guidance. She has guest lectured in music business in the UK, participated in the UK BPI music mission to China, spoken at IMX Shanghai on international artist development strategy and been interviewed by Chinese music industry media.
She welcomes ambitious artists and teams seeking practical, strategic guidance on navigating the music industry, developing their careers and exploring opportunities in the UK and China.
1 hour consultation
A one-hour session with the expert to explore whatever you're looking to work through.
3x 1 hour consultation
A series of three one-hour sessions with an expert to explore whatever you're looking to work through.
Ongoing Subscription
Drawing on my experience in international artist management, global distribution and music business consultancy, I offer practical, personalised support to help you develop your artist project and move forward with greater clarity and confidence.
As a London-based music industry executive in global distribution, active artist manager and music business consultant, I bring first-hand experience across the UK and international music industries, with a strong understanding of both the industry and artist perspectives. I recognise the commercial priorities behind industry decisions as well as the creative ambitions, pressures and everyday challenges artists face.
My artist management work spans the UK and international markets. Alongside this, I specialise in helping Western artists enter and develop their careers in the Chinese music market.
Working directly with artists is one of the most rewarding parts of what I do. I enjoy exploring what makes your project distinctive, helping you identify opportunities and finding practical ways to bring your ambitions closer to reality.
What’s included each month
· Two 60-minute one-to-one online sessions, tailored to your goals, resources and stage of development.
· Honest feedback and practical guidance on your plans, opportunities and challenges.
· Support to review your progress, establish clear next steps and maintain momentum between sessions.
· WhatsApp support between sessions for brief questions, feedback and strategic guidance relating to your project. Anything requiring a detailed review or longer discussion will be covered in our sessions.
What we can work on
Depending on your priorities, our sessions can cover:
· Artist identity, positioning and longer-term career direction.
· Release planning, global distribution options and promotional strategy.
· Social media, content direction, audience development and fan engagement.
· Strengthening your artist materials and assessing your readiness for industry partnerships, including how and when to approach suitable partners as your project develops.
· International growth, with specialist guidance on the Chinese music market, its DSPs, social media platforms, live opportunities and cultural context.
You don’t need to be targeting China to benefit from this subscription. Our work will focus on what is most relevant to you and your music.
How we’ll work together
We’ll start with a focused conversation about your project and priorities, then get straight into the questions, plans or challenges you want to tackle. Each session will combine space to explore ideas with practical guidance to help you establish your next steps.
As your project develops, we’ll review what’s working, refine your approach and assess new opportunities. You’ll have an experienced sounding board to help you think through decisions, build on your strengths and keep your creative ambitions connected to a realistic plan.
Booking and scope
This rolling monthly subscription includes two sessions per monthly payment period. TTAY will email you two separate, single-use booking links at the start of each period. You are responsible for using them to book your sessions before the links expire at the end of that period.
The package includes consultation, mentoring and the brief WhatsApp support outlined above. Detailed reviews outside sessions, written strategy documents, campaign delivery, social media management, partner outreach and artist management would be discussed and agreed separately. Industry introductions may be considered where there is a suitable fit, but are not a guaranteed part of the subscription.
I look forward to working with you and helping you take the next steps in your music career.
Hi Elizabeth, I really enjoyed our call yesterday. It confirmed to me that you really understand both the project and the direction we’re trying to build. Thank you as well for sending all those extra platforms and resources. I really appreciate you continuing to think about the project after our call and sharing ideas that could help us reach more people. That’s why I wanted to ask whether you would be interested in taking a much bigger role in helping manage the release campaign and the overall strategy for the band. I genuinely believe your experience could make a huge difference, and I’d much rather have someone I trust leading this side of the project than trying to do it all myself. (Louis Laushin - Croatian singer, songwriter & producer)
Elizabeth brings a distinctive combination of hands-on artist management experience and in-depth knowledge of the UK, European and Chinese music markets. As the founder of Firely Entertainment, she has developed a management and consultancy business focused on artist development and creating meaningful opportunities between Western and Chinese music ecosystems. Her practical experience is underpinned by an MBA and an MA in Music Business Management, giving her a strong understanding of both business strategy and the wider music industry. (Andy Griffin, Artist Manager & Music Industry Consultant)
Hi Elizabeth, it was an excellent webinar. You provided more information in one hour than most people in your position do in one year. So kudos! (Martin Mayer, Canadian concert pianist)
