About Us
Our Story
LOOTERS – Marketing & Media for Loud, Heavy, and Unapologetic Music
Founded in Toronto in 2006, LOOTERS began as a boutique agency fueled by a deep passion for hard music. With a laser focus on just a few artists, we poured everything we had into helping them succeed—and they did.
As the years progressed, so did our vision. We recognized a major gap in the Canadian music industry: heavy genres like metal, punk, and hard rock weren’t getting the media attention or marketing support they deserved. So, we stepped in to change that.
Word spread quickly. Managers and labels saw the results we were delivering and reached out. Our reputation for dedication, creativity, and performance made LOOTERS the go-to team for artists ready to break through. We expanded rapidly—creating unique, results-driven campaigns and providing a much-needed voice for heavy music in the Canadian market.
With the rise of digital platforms and social media, we adapted fast, helping artists build powerful online presences, grow loyal fanbases, and drive engagement across all channels.
Today, LOOTERS is a full-service music marketing and media company offering specialized support in:
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Publicity & PR
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Sales Strategy
- Project Management
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Marketing Campaigns
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Branding & Identity
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Social Media Management
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Promotion & Fan Engagement
We’ve helped our clients exceed expectations in record sales, press coverage, and long-term brand growth. What began as a passion project has become a powerful engine driving success for artists across genres.
Post-2020, the industry has changed—and so have we. We continue to innovate and find bold, imaginative ways to connect artists with audiences in an evolving digital landscape. We educate, empower, and support our clients in crafting their strongest story and building real, lasting connections with fans.
LOOTERS is where music finds its people. Whether you’re breaking through or breaking out, we’ll help you not just survive—but thrive.
Takes no prisoners. Leads you to victory.
Let’s go full throttle—together.
Sarah Lutz
Founder, LOOTERS | Queen of the Universe
There’s a certain feeling—like standing at the helm of a ship you’re steering into uncharted waters. It’s the rush of adventure, the thrill of momentum, and the clarity of purpose. Sarah Lutz is the embodiment of that feeling.
With over 20 years of experience in the music industry, Sarah has built a career defined by bold vision, relentless drive, and a passion for heavy music. She began her journey as a promo rep at Attic Records before moving on to become an agent at The Feldman Agency, while also managing local bands like Cursed, Rammer and The Getaway. In 2006, she founded LOOTERS, a boutique agency dedicated to metal, rock, and punk—genres often overlooked in mainstream representation.
Through LOOTERS, Sarah carved out a vital space in the Canadian music landscape, helping countless bands break through and build lasting careers. She recognized the power of digital media early on, becoming a pioneering force in social media strategy and campaign execution. Her legendary negotiation skills, attention to detail, and deep industry relationships—from labels and managers to promoters and artists—have solidified her reputation as one of the most effective and respected figures in the business.
Known affectionately (and accurately) as the “Queen of the Universe,” Sarah leads a global roster and an experienced team. Her industry-acclaimed LOOTERS distribution list and cutting-edge digital campaigns continue to drive results and shape the future of heavy music marketing.
Her personal mantra—“Takes no prisoners. Leads you to victory.”—is more than a tagline. It’s a proven track record.
If you’re seeking fearless leadership and unmatched expertise in the world of heavy music, LOOTERS is where your journey begins.
Bernice Chan
Publicity Coordinator, LOOTERS
Bernice Chan is a Music Business Management graduate from Berklee College of Music whose work spans editorial storytelling, A&R development, publicity, and artist relations. She first entered the industry as an editorial intern at Relix Magazine, later scouting emerging talent for RCA, APG, and Atlantic.
Her publicity career has included campaigns for A24’s Everything Everywhere All At Once, C’mon C’mon, and When You Finish Saving the World, collaborating with artists such as Mitski, David Byrne, The National, Jeff Tweedy, Duckwrth, Del Water Gap, Peaches, and Lauren Jauregui.
Bernice has also supported touring and studio clients as an artist relations coordinator for SZA in New York City and Coldplay during their stadium tour in Toronto. One of her fulfilling projects includes helping bring an album to life from start to finish at a remote farm studio alongside Katie Lynne Sharbaugh, an Indie folk musician and Berklee alumnist.
As a coordinator at Looters, Bernice brings a balance of detail-oriented project management and artist-centered communication. She supports creative teams by streamlining workflows, keeping complex initiatives on track, and ensuring clients feel connected, supported, and empowered throughout every part of the process.
Bernice is proud to be the recipient of the Huey Award at the 2025 Canadian Sync Awards, for up and coming music supervisors/sync agents. She isalso a Girl Connected alumni, a mentorship program that seeks to empower female music industry professionals towards success and growth.