Shiba is a British-Malawian, South Africa-based campaigns manager and media strategist working with those that value new and exciting voices across Africa. Starting as a music journalist at the now-defunct One Small Seed Magazine and Okayafrica in 2014, the following years saw her building an interest in the machinations of the music industry at large and how to navigate this ever-changing world in authentic ways. Over the years she has managed stages at, and programmed festivals at Design Indaba, Encounters International Film Festival, Cape Town Electronic Music Festival and Littlegig; penned cultural content for platforms such as Red Bull Music, Afropunk, TRUEAfrica and Mixmag; cut her teeth through 2019 with artist management agency Black Major, and went on to manage campaigns with Apple Music's Platoon in the New Music Africa division, working with impassioned artists in the many realms of campaigning and content creation. Simultaneously, she enjoys a fruitful voice over career, while building a non-profit organization with her father, dubbed the African Consciousness Institute, which aims to contribute to the wellbeing of African creatives with the help of mindfulness, consciousness and spiritual health practices.