A Different Beginning
Shauni Caballero’s journey into the heart of the global music industry didn’t follow the traditional path. Born and raised in North West London, she left school early and initially pursued acting. But her world shifted when she landed a music PR internship. From there, she discovered a deep passion for music — not just the sound, but the business behind it.
That passion led her to organize events for US artists in the UK and set up sessions for producers, hustling independently. But things changed drastically when she became a mother. The demanding nature of her freelance work clashed with the responsibilities of parenting, prompting her to take a job with a UK-based royalty collection organization. It was there she discovered the world of music publishing — royalties, neighbouring rights, and a crucial side of the industry that many artists had little to no knowledge of.
Building Her Own Lane
Shauni saw an opportunity where others didn’t. Many of the artists she spent time with in studios didn’t have accounts to collect their royalties or even understand how music publishing worked. So she founded her own publishing administration company — The Go 2 Agency. Her first major client was DigDat, followed by early leaders of the UK drill scene like Digga D, Kay-O, Skengdo and AM, along with producers Ghosty and Gotcha.
“I became the music publisher of the streets,” she says. What started as a one-woman mission to help artists get paid soon evolved into something much larger. As her clients gained momentum in the mainstream — particularly Central Cee — her work caught the attention of major industry players. It was her relationship with Central Cee’s management that introduced her to the more corporate side of the business.
A Global Step Forward
In 2022, Shauni made a pivotal move by joining Sony Music Publishing as Senior Director of Creative A&R. Since then, she’s been instrumental in signing some of the biggest names in British rap, including Central Cee, Nemzzz, Russ Millions and Clavish. Her work in the UK was so impactful that she was offered the opportunity to relocate to New York in 2023 — a move that came with both professional opportunity and personal sacrifice.
Moving to the US was, in her words, “harder than becoming a single mum.” The culture shock, work ethic differences, and social dynamics were tough. “British humour doesn’t always land here,” she laughs. But she’s adjusted and grown. “Now I’m closer to the artists than ever,” she reflects. “Clavish jokes that he sees me more now that I’ve moved to the US than he did when I lived in London.”
A&R With a Personal Touch
Shauni doesn’t believe in distant, transactional relationships. Her approach to A&R is intensely human. “My son calls these artists ‘uncle’. That’s how close we are,” she says. “They treat me like a mum — I’m always telling them off when they’re late or messing around.”
She believes deeply in emotional investment: “You can never care too much. Always put the relationship with the talent first.” Her work doesn’t stop when things get tough — it actually intensifies. “When artists dip, that’s when I get closest. I’ll fly out, hit the studio, talk it out and make a plan. Their win is my win.”
The Changing Face of Publishing
The rise of independent artists and the shift away from traditional labels has elevated the role of publishers. Shauni’s experience shows that the modern publisher isn’t just about royalties — they’re involved in tour planning, PR, agent coordination, and even release schedules.
She sees the role evolving further: “I go on the road with artists, set up writing camps, help with branding. We’re becoming the center of the operation.” In many ways, she believes this closeness is not just a benefit — it’s a necessity.
Championing British Rap Across the Atlantic
While some claim UK rap is on the decline, Shauni sees the opposite. “People in the UK are panicking, but over here in the US, everyone’s calling me about UK artists,” she says. “Acts like Fimiguerrero, YT, and Nemzzz are already making noise in the States. Central Cee’s second-biggest song is with Lil Baby.”
The difference? Global exposure via platforms like TikTok, Netflix’s Top Boy, and a growing American appetite for international sounds. “They understand our slang now. And they’re realizing that global collaborations matter — everyone wants to be a global star.”
Redefining Success as a Woman in Rap
Operating in the male-dominated world of rap A&R, Shauni has carved out a respected space. “As a woman, you have to carry yourself a certain way to be taken seriously. Assertiveness is key,” she explains. “They all want someone who’s real with them — and I bring that.”
She doesn’t do deals without building genuine connections first. “I fly out, hang out in the studio, see how we vibe. You can’t fake trust — and I’m not in it for a quick win. I’m in it to build something that lasts.”
Looking Ahead
Shauni is excited about the next generation of music executives — especially the data-savvy youth reshaping A&R. While she admits she initially dismissed them, she now sees their value. “Some of these young researchers are blending data with taste. They’re going to be the real game changers.”
Companies that prioritize artist-first strategies and rebel against outdated corporate norms inspire her. “I want to be part of that future — one where publishers have more control, care more, and are truly embedded in the artist’s journey.”
Shauni Caballero isn’t just publishing music — she’s shaping careers, rewriting the rules, and proving that heart and hustle still matter in an industry too often obsessed with short-term gains.
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