Shelby began her career in New York City as a record label publicist in the 90s hip-hop music scene with legendary acts like Leaders of the New School (Busta Rhymes) and Eric B. & Rakim; and cult-favorites Ween, Luscious Jackson and Del the Funky Homosapien. Lured by a dynamic roster, she joined the ranks of NYC’s Nasty Little Man PR, where she hit the phones to wrangle press for Foo Fighters, Beastie Boys and Radiohead.

In the early aughts, the mountains and beaches of Los Angeles called and Shelby answered. She set up her own PR firm, Fresh & Clean Media, in Venice, CA where she integrated her love of music with a focus on fashion, hotels, action sports and environmentalism. She managed Sparklehorse, worked with Olympic snowboarder Shaun White, pro-surfer Kelly Slater and joined the board of Surfrider Foundation. After working with them on the 2005 re-launch Lollapalooza, and several Lollapallozas to follow, she sold Fresh & Clean to C3 Presents.

Now a one-woman dynamo, Shelby funnels all her experience and connections into Hello-Shelby, a bespoke marketing and brand strategy service serving clients like Caddis, Aspen Art Museum, and MML Hospitality; consulting on film projects (Jack Johnson’s SURFILMUSIC, Radiohead bassist Ed O’Brien’s short film Blue Morpho); and serving as co-producer on the Tamra Davis documentary The Best Summer.