We’re excited to introduce you to the always interesting and insightful Shelly Shell Williams. We hope you’ll enjoy our conversation with Shelly Shell below.

Shelly Shell, thanks for taking the time to share your stories with us today Have you been able to earn a full-time living from your creative work? If so, can you walk us through your journey and how you made it happen? Was it like that from day one? If not, what were some of the major steps and milestones and do you think you could have sped up the process somehow knowing what you know now?

Absolutely! My journey towards earning a full-time living from my creative work has been an adventure. Every time Facebook memories pop up, they remind me how far I’ve come. Just recently, one from 10 years ago showed up. Back then, I was the Creative, Social Media, and Community Relations Manager in the corporate world. I cherished that role. It allowed me to harness my creative talents while earning a salary many strive for with master’s degrees.

However, the genesis of my journey was years before that corporate gig, as an intern for a popular video show in Philadelphia. I never fancied being an unpaid intern forever; I had an inherent desire to earn my own living. You see, my background was in business – I spent my teenage years immersed in it and later went to college for the same. So, I leveraged my business acumen to devise a revenue stream for myself and my fellow interns. It involved unlocking the potential of advertising and sponsorships, which eventually steered me towards a decision that was both thrilling and daunting: quitting my full-time job.

At the time, I was working as an executive assistant for the station’s owner, Dorothy Brunson, who holds the honor of being the first African American woman in the nation to own a radio and TV station. Dorothy was more than just my boss; she was my mentor. When I decided to resign, she asked me if I genuinely believed that I could maintain my income stream independently. I answered with a resounding yes.

It hasn’t all been smooth sailing over the past couple of decades. There have been times of scarcity and times of abundance, but my primary aim was to monetize what I loved doing. The sponsorships I initiated back then created relationships that would become long-term clients, ultimately leading me to the corporate job during one of those times of scarcity. I received an offer that was too tempting to pass up.

After spending about three years in the corporate sector, I was laid off. They asked me to return, but something within me said it was time to take a different path. My financial objective then was to generate income equal to my corporate salary. I am pleased to say that not only did I achieve that goal, but I surpassed it.

If I were to look back and think about what could have expedited this process, understanding my true purpose earlier on comes to mind. It’s a valuable lesson that I now embrace and that has shaped my journey. As of today, I am a best-selling author. This was never just about income for me; it was about staying true to my love for creativity and bringing my own flair to it. And it’s this passion, combined with strategic business choices, that has shaped the fulfilling career I have today.

And now, my journey has come full circle. Today, it is my mission to coach other creatives on how to monetize their work. I want to empower them with the knowledge, strategies, and insights I’ve gained over the years. The road might be winding and at times uncertain, but with the right approach, it is possible to turn creativity into a fulfilling and profitable career.

Shelly Shell, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

God has a way of guiding our paths. Reflecting back, I realize that a seemingly small, reluctant favor for my sister was, in fact, His divine orchestration for my life’s journey. Back then, my role was simply accompanying her to the popular Philly show Urban X-pressions. I would sit quietly in the studio week after week, unaware that these humble beginnings were laying the groundwork for my burgeoning career in media. It’s a testament to the idea that God’s plan often unfolds in the most unexpected ways, turning reluctance into passion and uncertainty into a purpose-filled path. Today, I cherish this journey deeply, recognizing it as the divine path God had planned for me all along.

I am Shelly ‘Shell’ Williams, also referred to as “Philly’s Oprah.” My repertoire includes being a newsmag publisher, TV show executive producer, radio station owner, and even a best-selling author, thanks to my 30 interviews in 30 days series, which gave birth to “Interview Your Way to Instagram Growth.” Each role I’ve assumed has been a stepping stone, a new chapter in my expansive career journey.

Throughout my career, I was fortunate to be guided by my mentor, the late Dorothy E. Brunson. A pioneering woman who owned a radio and TV station, she lit the path that I now tread with confidence. My strides in the media industry have led to various accolades, including being a 3X Billboard Award-Winning Executive Producer.

But my work isn’t confined to production and executive roles. I take pride in consulting and coaching entrepreneurs, business owners, and entertainment professionals. With my broad knowledge of media, marketing, and social media strategy, I strive to empower others to enhance their own brands and businesses.

Yes, there have been moments of self-doubt and fear along the way. However, a moment of revelation guided me towards acknowledging my true worth and potential. This realization became a turning point, enabling me to fully step into my purpose. Today, I find joy in helping others realize their potential and purpose, teaching them how to create, brand, and grow their businesses.

My journey doesn’t end with work, though. Life has been a fascinating adventure. I’ve been paid to play myself in a TV series and to speak at events. I’ve even had the unique opportunity to get paid to emcee, which was an exhilarating experience. I’ve made appearances in movies and danced with an old-school hip-hop artist.

My personal journey is equally vibrant. After losing, then gaining weight, I am now back on the path to fitness. From hosting fashion shows, weight loss challenges, to health expos, and serving as the keynote speaker at major events, each step has been rewarding in its own way.

While navigating the vast expanse of my career in the media industry, I’ve also found a niche where I could really make a difference – as a social media manager. Several corporate clients have entrusted me with their social media platforms, and it’s a responsibility I hold dear. By combining my insights in media, marketing, and social media strategy, I’ve been able to contribute to their digital visibility and engagement. It’s less about the title and more about the positive impact I can have on their growth. Being able to use my skills to help others thrive is genuinely rewarding, and it’s another layer of my work that I hold in high esteem.

What I’m most proud of, however, is the people I’ve helped. From interviewing celebrities like Jay Z, Beyonce’, Kevin Hart, Steve Harvey to the everyday heroes in my 30 interviews in 30-day series, my goal is to tell their stories and help them monetize their creativity. I want everyone to see themselves as God sees them – full of purpose. And that’s the crux of it all – to help others realize and celebrate their potential. My journey, which began as a simple favor, has led me to a life filled with purpose.

How did you build your audience on social media?

The story of how I built my social media audience is fascinating. Initially hesitant to venture into the world of social media due to concerns about its impact on my TV show’s viewership, I finally gave it a try when Roc Star P, a talented host on the show, introduced me to MySpace. Reluctantly, I joined and quickly realized its potential. Soon after, I embraced Facebook, which allowed me to connect with people worldwide. By utilizing Facebook to promote events, host artist showcases, and establish connections, I witnessed rapid audience growth.

However, the most significant achievement came when I used social media to launch my TV show, “Single On a Saturday Night.” I formed a dedicated Facebook group and encouraged my friends to connect and invite their friends, creating a lively community before the show even premiered. The excitement and anticipation were palpable, leading to strong bonds and instant friendships when we finally met in person.

From there, I immersed myself in social media, dedicating time to post, connect, and build genuine relationships. I even prayed to get paid for doing what I loved, and amazingly, an opportunity arose within a week. I replicated my social media strategy for a successful Big Box Retail Store, resulting in substantial growth for their Facebook and Instagram pages. We started with organic interactions, such as fun videos and contests, and later incorporated advertising for grand openings and in-store promotions.

Since then, I authored a best-selling book titled “Interview Your Way to Instagram Growth,” leveraging interviews as a preferred method of engagement. I’ve met incredible friends through social media, initiated challenges like the “30 Days of Prayer” with participants from various locations, Japan, New Mexico, Chicago, New York and repurposed popular videos on platforms like Instagram and YouTube to gain subscribers and monetize my content.

In addition to the strategies mentioned earlier, repurposing your content across multiple platforms is another effective tactic. I have developed a course, “Five Ways to Repurpose Your Content, ” which focuses on turning a single interview into various content pieces to generate a return on investment (ROI).

Here are the key strategies for building a successful social media presence:

– Embrace social media platforms, even if you have reservations.
– Utilize platforms like Facebook groups to promote events, connect with others, and establish your presence.
– Create passion-driven ideas dedicated to building groups or communities of likeminded people to foster engagement and anticipation.
– Engage authentically, building genuine relationships and bonds with your audience.
– – Initiate challenges or initiatives that resonate with your audience and foster a sense of community.
– Repurpose popular videos or content across platforms to expand your reach.
– Stay true to your passions and interests, sharing content that resonates with you.
– Be consistent in posting and interacting with your audience.
– Monitor analytics and adapt your strategy based on insights to optimize your social media presence.

By implementing these strategies, you can effectively grow your social media audience, establish meaningful connections, and achieve success on these platforms.

Can you tell us about a time you’ve had to pivot?

The pivot is indeed real, and it’s taught me that when faced with change, you can either succumb or adapt, let go or grow, retreat or pivot. I choose to pivot. And in doing so, I’ve learned the transformative power of change, and the beautiful surprises it can bring.

Pivoting isn’t just a business buzzword for me, it’s the lifeblood of my journey. Think of it as the invisible DJ, switching the tracks of your life when you least expect it, keeping the party from ever becoming mundane or predictable. To pivot is to dance to a new tune, and stride forward, even when the tempo changes or the rhythm is unfamiliar.

Back in 2018, two years after I kissed the corporate world goodbye, I found myself in a tricky situation. I had a heavyweight client who was instrumental in keeping my financial boat afloat. It wasn’t as grand as my corporate paycheck, but it kept the lights on and that was more than enough.

But then, the song changed. A new leadership team sauntered in, akin to a surprise key change in the middle of your favorite song. The familiar faces I’d built rapport with, the General Manager and Assistant Manager, were gone. The relationships I’d crafted, the comfort of routine, all evaporated. My single source of income evaporated as the new management decided to play a different tune and let all vendors and independent contractors go.

Here’s where I was handed the DJ controls. I could have replayed the old familiar track of corporate life, but that song felt worn out. I needed the freedom to create my own remix, to continue cultivating my business. So, instead, I cranked up the volume and switched the beat. I became a process server, a notary signing agent, and picked up emcee gigs wherever I could find them. This period was my own personal sound check, an opportunity to showcase the resilience hidden in my repertoire.

Months spun by like records on a turntable, and then came the call. The tune was changing again. I was not only back at the DJ booth handling social media for my previous client, but now I was orchestrating the beats for fifteen locations across Philly, DMV, Charlotte, and Atlanta. It was a vivid reminder of the power of resilience and the irresistible groove of a well-timed pivot.

Then came the mother of all remixes – the COVID-19 pandemic. A challenging time indeed, steeped in loss and uncertainty, but it also sparked an evolution. It forced me into the most daring improvisation, transforming me and my business in ways I couldn’t have composed. It was time to pivot once more, but this time, I didn’t just change the track, I created a whole new genre.

I harnessed this intermission to amplify my skills, taking courses, tuning my abilities, and forging new collaborations. I connected with Kingdom Social Media, a company that danced to the same beat. I took my Single On a Saturday Night show to the virtual stage of Zoom, and even became a partner in an Internet radio station. Amid the unique rhythm of the pandemic, the concept took flight: 30 Interviews in 30 Days.

Reflecting now, I realize these weren’t mere ‘pivots.’ They were audacious improvisations disguised as obstacles. I could have left the party when the beat got tough, but instead, I rocked to my unique rhythm, my “gifts,” as I like to call them. These gifts have not only kept the party alive but turned it into a spectacle, opening new doors and guiding me through the dance of life.

The pivot is real, it’s the DJ of our lives, subtly altering the music when we least expect it. When faced with change, we can choose to stop dancing, or we can adapt, get creative, and break out into a whole new routine. I choose to pivot. In doing so, I’ve discovered the exhilarating rhythm of change, and the thrilling dance numbers it can choreograph.

Contact Info:

• Website: https://urbanxpressions.com/
• Instagram: https://www.instagram.com/shellyshellwilliams/
• Facebook: https://www.facebook.com/ShellyShellWilliams
• Linkedin: https://www.linkedin.com/in/shellyshellwilliams/
• Youtube: https://www.youtube.com/@shellyshellwilliams/videos