Nikia Shanard is a decisive force in music, fashion, and cultural marketing, whose career mirrors the evolution of hip-hop and the enduring influence of strategic storytelling across industries. With nearly three decades of experience, Shanard has earned a reputation for building authentic brands, developing breakthrough talent, and executing campaigns that resonate deeply within culture while delivering measurable results.

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He began his career in the mid-1990s under the mentorship of Jimmy “Luv” Jenkins, the influential Uptown Records executive who helped define the sound and strategy of hip-hop and R&B’s golden era. Immersed in a roster that included Mary J. Blige, Heavy D, and Father MC, Shanard quickly proved himself as a strategist with a sharp instinct for audience behavior and brand timing.

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Recognizing early the powerful synergy between music and fashion, Shanard launched his first hip-hop-inspired clothing line during the genre’s ascent into global mainstream consciousness. Seeking greater creative opportunity, he relocated to Los Angeles, where he was mentored by fashion icon TJ Walker, co-founder of the groundbreaking Cross Colours brand. That relationship sharpened Shanard’s creative discipline and business acumen—ultimately leading to the creation of Toil & Leisure—a high-end apparel brand, its subsidiary luxury labels, and a marketing agency specializing in luxury branding, digital innovation, and culturally immersive campaigns.

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Today, Shanard operates two core companies: NiVe Entertainment Group and Toil & Leisure. As founder and CEO of NiVe, he oversees artist development, publishing, and distribution. His roster includes rising artists such as Holly Monroe, KeKe Nova, Xcellence!, and MODSi. Through Toil & Leisure Marketing, he leads strategic campaigns for both major-label and independent talent, designing end-to-end brand systems that convert attention into sustained growth. Shanard also maintains a strategic partnership with Issy Sanchez, President of Music IS Entertainment, whose four decades in national radio promotion include countless chart-topping hits. Together, they craft integrated marketing plans that combine digital momentum with radio presence, ensuring maximum visibility for today’s most compelling music.

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Known for his integrity, cultural fluency, and enduring commitment to mentorship, Nikia Shanard continues to build platforms that honor the past, elevate the present, and shape the future. His work lives at the crossroads of culture and commerce—where strategy meets soul and every move is executed with purpose, precision, and impact.