Sheniece Charway, Head Of Black Music & Culture for EMEA, London

Please introduce yourself 

Hey, my name is Sheniece Charway, most people call me Shen, 32 years old and I’m from Ghana!

Please tell us what your job title is and what this actually means

I’m the Head Of Black Music & Culture for EMEA (Europe, Middle East & Africa) and one of two Artist Relations Managers in the UK at YouTube. My job in a nutshell is to manage the relationship between artists and managers and educate them on how to use YouTube . I also ensure that we are supporting artists on and off the platform. I also lead on our strategy for Black Music and Culture for EMEA to ensure that Black voices are supported and that we are showing up authentically. I also lead our Legacy Series initiative, which I spearheaded in 2019. 

What does the day-to-day of this look like?

Everyday is so so different. No day is the same and that’s why I love my job. Some days, I will have an artist and internal meetings to discuss artist campaigns, listening sessions but also some days will be strategizing and planning events. Some days I get to have artist meetings to discuss creative ways they can amplify their campaign on YouTube but also see how we can help. YouTube is a key way to connect with their global audiences so we want to ensure that they are using our multiformat approach which includes posting shorts on the community and uploading long form content! I always tell artists ‘consistency is key’. I also lead on the strategy for the Legacy series, on an annual basis, we through an event to celebrate the Black music industry and its community, That might look like going to do a venue recce for a Legacy party, or researching what are the most important issues in the industry and how can use the power of the collective to tackle them.

How did you get the job?

GOD!! I actually was headhunted to go over for the coordinator role here at YouTube when YouTube Music just launched. They were looking for a new coordinator and I was recommended which was incredible & then in 2020 I was promoted to Artist Relations Manager which I was so happy about. Before my role here, I worked at Columbia Records as an marketing assistant which came through the Sony internship. 

What has been your career trajectory?

I went to the University of Nottingham and studied sociology. University allowed me to understand who I was as a person and what I wanted to do in my life. I loved my experience at university, it was one of the best times of my life. I was always very sporty and loved exercising. 

Do you think university or college helped you to get where you are, and if so, how? Did you do internships etc too, did this help? 

If you know me, you know I love getting to know people and I’m very social hence me doing my degree in Sociology. The study of society was very interesting to me and I was keen to see what changes I could make. I actually did my dissertation on Hip Hop and the negative connotations it has on Black women and it made me realise that I really want to work in the music industry.

What are the most challenging things about what you do?

I think most people will say this but work/life balance. I’ve gotten much better at it but before I really struggled with the two. It is so important to have free time to do the things you love as it’s so easy to burn out. Prioritizing is so important!! I can be at a work event late but also want to make sure I have time to do my Bible study or go to the gym. It takes real discipline to ensure that you are making time for your mental health and the things that you love.

What advice do you have for readers interested in your field?

When I was trying to get into the industry, the only way I knew how was through internships or knowing someone. Nowadays, there are events, social platforms such as LinkedIn, sondr or social fixt where you can find job opportunities in the industry, which is amazing. The advice that I always give to people is that no one can champion yourself like you do!! Don’t give up and keep going. Keep screaming about your dreams and passions as you never know who is listening.