Following the recent launch of her Communications and PR agency, Nyota Media, ReConnect Africaspoke to Shaheera about her work and her plans to improve business opportunities for innovative African entrepreneurs, start-ups and international companies that use technology.

ReConnect Africa (RCA): You were born in London but have worked and travelled extensively.  Can you tell us about your early years?

Shaheera Asante: My childhood was a dynamic and interesting mixture of travel and education between the UK, Ghana and Guyana - the last is where my mother is from. My parents split when I was quite young, and as a child of both Ghanaian and Guyanese heritage, I became the family bridge for these two countries within my families (I have 9 half brothers and sisters on my father’s side), which although get confused often in name, are in fact very similar in regards to food, culture, rich in tradition with a friendly and happy people.

I love Africa and I love the Caribbean.  My late father was of Fante and Asante mix from Ghana; my mother is African-Caribbean and Arawak Indian heritage. My teenage years were spent in London, with frequent trips to many cities in Europe with my mother, until she remarried and we emigrated to Canada when I was 17.

RCA: What made you decide on a career in journalism?

Shaheera Asante: It wasn’t a conscious decision; my first career wish was (seriously!) to be an airline pilot, and then a fashion designer. A bizarre combination of dreams, really, but after I graduated from University in Alberta, Canada, I moved to Vancouver, British Colombia in 1992 and started to work as an intern.  I then became an Assistant Public Relations officer for the local United Nations Association office. Luckily for me, it was at the same time as the first Earth Summit in Rio and I got to travel to Brazil for the first time.

For my work, I had to interview quite a few dignitaries which gave me a first taste of media and journalism. Ironically, interviewing interesting people is what motivated me to enter television and radio broadcasting, which I did in Canada for seven years until I relocated back to London in 2001.

I started working for the BBC as a presenter the next year. At this time my understanding, experience and passion to present a more positive image of Africa within the media were fully developed.  Over the next five years, and still today, this is my core passion and purpose in whatever project I start or am involved in.

RCA: What are some of the factors that you would say contributed to your success in a career in media?

Shaheera Asante: It may sound trivial but having a positive disposition never hurts; it helps, as does determination, being multi-skilled, enjoying whatever you are good at, focus, and the ability to communicate with people on all levels and from all walks of life.

I also never take ‘no’ for an answer. In 1995, I was one of the first black women to have a national television show in Canada. It was called 'World Music Express' - a video music show I created and produced and which featured music and interviews with artists from all over the world including a lot of Africa’s top acts at the time (Baaba Maal, Angelique Kidjo, Manu Dibango, Oumou Sangare, Femi Kuti amongst others), all of whom I’ve interviewed.

I remember distinctly some battles I had with TV producers and executives who didn’t think a Canadian audience was ready for a fully black woman with a non-English name all over their screens. During the ‘90’s it was (and seems still is) a TV presenting Blonde-fest. However, again my show was about music from around the world, which included music from Iceland, Canada and the UK too! So that helped.

RCA: What was the inspiration behind setting up Nyota Media?

Shaheera Asante: Nyota (which means ‘star’ in Swahili), represents to me the little star that is shining brightly over our continent in guiding a new generation of Africans to economic success and self-realisation.

There is so much talent in Africa; it’s truly vibrant and uplifting being there - especially Sub-Saharan Africa’s new generation of innovators.  I’ve met some truly inspirational young people across Africa who are so different from previous generations. They do not take ‘no’ for an answer, they know the future of Africa is theirs to make and take and they have no fear of failure.

This is the recipe that makes a brilliant entrepreneur. However, if you cannot get your brand, business or ideas across in a clear communicative manner verbally or use social media effectively, your ideas are likely to stay only with you. I noticed there was a communications gap in this area with many African start-ups, so this where Nyota Media can help.

RCA: How do you hope to support African entrepreneurs through Nyota Media?

Shaheera Asante: We assist young talented African mobile and technology entrepreneurs, start-ups and organisations to communicate their products and services across Africa, especially by using the latest tools and channels in mobile and social media, and we have an excellent network of African media contacts.

RCA: What have been the key challenges for you in setting up your own enterprises, both within and outside Africa?

Shaheera Asante: Within Africa I would say it’s a challenge when there is a deadline. Depending on the country, sometimes the technology communication tools are not always consistent, and also people need time to develop their skills base.

As with anywhere in the world, the best people are in demand and good people are hard to find. With 50% of the sub Saharan population under 15 years old, collectively, we have to ensure that this generation receives the support, education and skills training to best utilise their natural talents. Outside Africa, the challenge is simply being outside Africa.

RCA: Having experienced such a varied career, what would you say are the key lessons you have learned along the way?

Shaheera Asante: Being grateful creates the best disposition to manifest the things you wish for. All life is self-created, you are more powerful than you realize, so listen to what you repeat verbally every day into the world of matter.

Travel as much as you can. Don't take ‘no’ for an answer, never give any of your energy to negative thinking or persons, and remember not everyone will see you for your true self.

Your precious life is important to all things, so try to seek out and surround yourself with others of like-mind who wish to experience similar new ways of growing as you do, are positive and encourage you in your own special destiny. We achieve much more working together than as individuals, and don't forget to smile – every day.

RCA: You describe yourself as a ‘workaholic’. How have you learned to achieve a more balanced work/life ratio?

Shaheera Asante: I was a workaholic before I became a mother six years ago, so thank goodness that's not the case any longer.

I love to swim and do yoga, I must work out once a week or I go crazy, but I've learned to slow down now I'm older, which is not easy for a high energy bunny like me!

I've also learnt to switch off my laptop and work mobile over the weekends, disconnect totally from technology and actually speak to my friends in person. I'm very grateful for my lovely fun family at home. I also love to cook and we enjoy nature and taking time out to simply be, and I practice my own advice as I answered in the previous question.