With much deliberation, after graduating from the University of Alberta in 2010 with a Bachelor of Education, Sarah Erickson decided to step away from the classroom to pursue work with Calgary's rich and diverse cultural community. Combining her passion for music, knowledge of the industry, and her genuine approach with people, she now lives for applying her skills in communications and public relations to develop unique and beneficial connections in the music community.
Spending the past four years using community-minded events to cultivate these connections and drive positive social change, Sarah founded her company, Sparrow Tree Productions, which became an essential contribution to Calgary's art and music scene. Much of her work focused on connecting local and touring musicians with the Calgary music community by hosting intimate house concerts out of her home, The Cliff House. With an eye for the bigger picture, Sarah’s vision grew to have The Cliff House foster a supportive environment for all artists and changemakers of various backgrounds, including lending space for gallery showings and room for political voice.
Making the move to Toronto at the beginning of 2014 to begin working with legendary publicist, Richard Flohil, Sarah continued to support the growth of emerging artists through the use of alternative performance spaces, including Belljar Café. Sarah currently works as manager for Toronto's genre-bending band Delta Will, in addition to partnering with Allan Wells, who manages artists such as Jadea Kelly, Sweet Alibi and Jimmy Wahlsteen. Inspired by the people who have been a part of the Sparrow Tree community from the beginning, and have seen the Collective grow, Sarah hopes this work will grow to build a cultural bridge that spans across the country.