RCBCC Member Business Spotlight- SB Media & Marketing

SB Media & Marketing is a creative powerhouse driven by community and purpose, dedicated to uplifting voices and inspiring change in business and culture. As a proud member of the Regional Cal Black Chamber of Commerce – SFV, this dynamic company champions small, minority-, and women-owned businesses through compelling storytelling and visionary media strategies. At the helm is CEO LaRita "Jazzy Rita" Shelby, a media executive, storyteller, and advocate whose journey fuels the mission and impact of SB Media & Marketing.

RCBCC: LaRita, you wear many hats as a creator and a CEO — can you give us a brief look into your background and what led you to where you are today with SB Media & Marketing?

LS: "I am a veteran broadcaster, entertainer, author, content creator, and media consultant. My roots extend from Tennessee, to Washington, D.C., to Los Angeles, where I graduated from Loyola Marymount. I was blessed to quickly emerge on the local radio scene before nabbing a hosting position with Bailey Broadcasting. Soon, I was heard nationwide on Radioscope and then around the world on the Armed Forces Radio Network."

RCBCC: What inspired you to step into this field and launch your own business? Was there a defining moment or influence that sparked your path?

LS:"I was most inspired to form my own business after landing my first starring role in Hollywood. I wanted to step aside from the competition that was often motivated by looks as much as it was on talent. Shall Be Productions and SB Media empower me to help others by generating compelling content for radio, TV, print, and digital outlets. It's exciting to see others realize their dreams, whether their product is a book, a short, a film, or some other type of marketing and promotional asset. From concept to creation, we do it all."

RCBCC: Every entrepreneur faces their share of early hurdles. What was one of the biggest challenges you encountered starting out, and how did you overcome it?

LS:"I wrote about my biggest challenge in my book The Brand Beside the Brand. Working in broadcast media and in television and film put me in front of the camera or the microphone. However, I amassed a broad skillset behind the scenes which included writing, producing, project planning, administration, operations, creative development, marketing, and media relations. I was floating in and out of these roles depending upon what the job called for. Because this was not in a traditional corporate structure, my duties were not based upon precise HR descriptions. So, the challenge was to define myself and my business capabilities. I can do that now while aligning my brand with other brands that I have contributed to such as EURweb.com, McDonald’s, Wingstop, Northrop Grumman, Verizon, Logan Westbrooks Productions, Olympian Kevin Young, and many more."

RCBCC: Tell us about the work SB Media & Productions does. What types of services or products do you offer?

LS: "Marketing & Media Relations, Storytelling & Graphic Design, Branding, Content Creation, Project Management, Book Development and Audio Visual Production."

RCBCC: Who would you say is your primary audience or client base? Who are you most passionate about serving?

LS: "Entrepreneurs, authors, and small businesses. I have also recently held communications contracts with the City of LA and the Department of Defense."

RCBCC: In such a competitive industry, what makes your company stand out — whether creatively, culturally, or in the way you do business?

LS:"I am blessed that recognition has come my way without seeking it. It’s a byproduct of my love and service to my community. The short list includes the 2024 Certificate of Recognition from the City of Los Angeles and Mayor Karen Bass the 2024 Congressional Recognition from the Office of Tony Cardenas, 29th District the 2023 Outstanding Leadership Award from The Regional Cal Black Chamber of Commerce the 2020 Entertainment Journalism Award from the Multi-Cultural International Motion Picture Association the 2019 Certificate of Appreciation from the Armed Forces Network and Defense Media Activity the 2017 Civil Rights in Labor Award from LA Trade Tech African American Heritage Fund and the 2016 Community Service Award from the Black Hollywood Education and Resource Center."

RCBCC: Community engagement seems to be a strong part of your mission. How has your business contributed to or connected with the local community?

LS: "I continue to serve the community, most specifically in youth empowerment, destigmatizing mental health, youth scholarship, arts & culture, and health & wellness. I also assist local businessmen and women in developing culturally relevant events, content, and programming. Examples of this are the Urban Family Focus radio show, hosted by Rev. Jerrold Smith on KBLA Talk Radio 1580, and the Freedom's Pathway Forward documentary about a grassroots call center hosted by Dr. Logan H. Westbrooks."

RCBCC: What role do you believe small, minority-, and women-owned businesses play in driving economic empowerment and long-term growth?

LS: "Economic development and empowerment should reflect the sum total of its parts. Small, minority, and women-owned businesses add to the economic infrastructure of our global economies. I learned even more about both hard and soft infrastructures in business when I studied Entrepreneurship in Emerging Economies at Harvard. We are the pipeline through which products, services, and innovation evolve and thrive."

RCBCC: How do you stay connected with — or actively support — other local entrepreneurs, especially those from underserved or underrepresented communities?

LS: "That's an interesting question. I've held media credentials for over 30 years, so I receive an influx of information on a daily basis about a cross section of events, products, services, and causes. In addition to my business, I'm Vice President of EURweb.com, a global brand of digital media. In some cases, I am instrumental in greenlighting what content gets published, and I structure the media buys for paid media campaigns. I'm also a proud member of the Regional Cal Black Chamber of Commerce of the San Fernando Valley, which has expanded my networking pool."

RCBCC: Can you share how you first got involved with the Regional Cal Black Chamber of Commerce – SFV?

LS: "I was contacted by President Townsend about four years ago. I had witnessed her emergence here in the valley, and I was quite pleased that there now existed a connecting point for Black and minority-owned businesses. I am still very much in the growth stages for my business. I was pleasantly surprised to receive honors from the chamber. I am eternally grateful."

RCBCC: What has your experience with the RCBCC Chamber meant for you personally or professionally? How has it helped shape your journey?

LS: "Being recognized by the chamber was a huge morale booster. When you're a small business, you are consumed with acquiring new clients and chasing the bottom line. Even though I have a financial benchmark that is still a work in progress, it's nice to feel seen, valued, and included among businesses up and down the spectrum of growth and development."

RCBCC: What advice would you offer to new or aspiring chamber members who are just getting started?

LS: "Please join! Attend the events. You will meet friends and colleagues. You may be encouraged to jump in with gusto, but I say, go at your own pace. If you keep coming back, you will meet someone who will help you, inspire you, and befriend you. It only takes one contact to make a world of difference."

RCBCC: Looking ahead, what are some of your goals for SB Media & Marketing or your own professional development?

LS: "Next on the horizon, I am writing and producing a slate of films with Exodus Entertainment, which will empower a generation of storytellers. My team is seeking investors and angel donors for feature film and television productions ranging from $450K to $30 million. I also still write, produce, and perform music. Expect a new Jazzy Rita album in 2026."

RCBCC: Do you have any exciting projects, events, or initiatives coming up that you can share with us?

LS: "There is something that I'm proud of that I rarely mention. When I graduated with my master's degree (Summa Cum Laude) in Media and Communication Psychology from Touro University, I was encouraged to place my academic writings on Academia.edu. My paper on Steve Jobs: The Transactional Transformational Traits of a Socially Intelligent Leader has been viewed over 5,000 times."

RCBCC: What’s one powerful message you’d want to leave with the next generation of small business leaders and creatives?

LS: "Read! Great books to read are: Succeeding Against the Odds by John H. Johnson Think and Grow Rich, A Black Choice by Dennis Kimbro and Napoleon Hill Why Should White Guys Have All the Fun by Reginald Lewis Conscious Change Management by Dean Anderson and Linda Ackerman Anderson The Greatest Salesman in the World by Og Mandino Faith, Foolishness & Presumption by Dr. Frederick K. C. Price and Leadership 101 by John C. Maxwell."

RCBCC: Finally, any words of encouragement or insight you’d like to offer to those navigating their own path in business?

LS: "Stay the course. Commit to a life of learning. Place yourself in different environments and cultures. I don't just mean ethnic cultures I mean work cultures. Every industry has within it multiple sub-cultures. The more you know about how each culture functions and contributes to the whole, the more informed you will be as a business leader and business owner."

RCBCC: And before we wrap, how can people follow your journey, connect with you, or support the work you’re doing through SB Media & Productions?

LS: "Email Contactus@SBMediaandMarketing.com and/or Info@ShallBeProductions.com"