Shyan Selah ‘Secret On Connecting Audiences is Powerful Storytelling

Why does storytelling matter in music? Because it’s the emotional core that makes a song stick. It’s the reason why a melody can transport you to a childhood memory or why lyrics can echo your deepest feelings. Great storytelling in music connects with audiences on a visceral level. It’s not just about catchy hooks; it’s about painting a picture, evoking emotion, and sparking a connection.

Shyan Selah believes that music is a vessel for truth and authenticity. “Soulful storytelling isn’t just about entertaining people; it’s about giving them something real to hold onto,” he says. “When you’re honest in your art, people feel it. They resonate with it. And that’s how you create a lasting impact.”

For Shyan, the journey to mastering soulful storytelling was shaped by his unique life experiences. Born in Kentucky, Shyan grew up in a family that valued loyalty, adventure, and purpose. These qualities became the bedrock of his identity, influencing his music and entrepreneurial ventures.

From performing in Seattle’s Central District Starbucks to collaborating with legends like KRS- One and Robin Thicke, Shyan’s career is a testament to his ability to connect deeply with audiences. His iconic “Cafe Noir Project”—a multi-faceted endeavor encompassing music, film, and live performances—was born from a desire to return to his roots and tell stories that felt “like home in Grandma’s basement.”

Great storytelling is about details

You might not immediately connect entrepreneurs and business leaders with the art of storytelling, but the reality is this: no matter your profession, if you're human, storytelling is an inherent part of who you are.

Want an investor to believe in your idea and fund it? Tell them a great story. Trying to get the green light from your executive team on that big project? Make your pitch with a compelling narrative. Looking to grow your influence as a thought leader? It all comes down to telling stories that stick.

It is about painting vivid pictures in the minds of your audience, using words and sounds to create emotions they can almost touch.

Selah reflects on his experiences somewhat like this. He didn't just perform with Robin Thicke—he takes you back to the early millennium, describing Thicke’s long hair and the atmosphere of that moment. Those specifics pull you into his world, allowing you to imagine the scene as if you were there. When he talks about KRS-One, it’s not just about admiration; it’s about the depth of KRS’s ability to weave knowledge into rhymes, giving a clear window into why that connection was so meaningful.

At first glance, these pieces of advice might seem like they're coming from different directions, but they boil down to the same thing: instead of outright telling your audience what to think, guide them. Paint a picture with details and characters that naturally lead them to their own conclusions. It’s really just a more refined way of saying what every writing workshop teaches: “Show, don’t tell.”

For Shyan, the journey to mastering soulful storytelling was shaped by his unique life experiences. Born in Kentucky but raised in Federal Way a city south of Seattle, Shyan grew up in a family that valued loyalty, adventure, and purpose. These qualities became the bedrock of his identity, influencing his music and entrepreneurial ventures.

Start Authentic

“People can tell when you’re faking it,” Shyan explains. “Authenticity is your greatest asset as an artist.” He advises musicians to dig deep into their own experiences and emotions. Whether it’s joy, pain, or triumph, the truth always resonates. For Shyan, this means creating music that reflects his personal journey. Tracks from his “Cafe Noir” album are steeped in his cultural heritage, family values, and a deep love for Black American soul.

Find the Story in the Music

Every beat, every melody has a story waiting to be told. Shyan's creative process involves “channeling a story out of the music itself.” By listening closely to the rhythm and tone, he finds the message hidden within the sound. He compares the process to solving a puzzle. “It’s about finding that perfect synergy between the drum, bass, and vocals,” he explains.

Prioritize the Audience

It’s not about you; it’s about them. No matter where he is, be it performing for a small community or a global audience, his focus is always on creating an experience that resonates with listeners. He believes in soulfully connecting with the crowd, a lesson he learned while opening for Robin Thicke in LA. “It’s about energy exchange. If you give your heart, use your soul, the audience gives theirs back.”

Embrace Simplicity

Shyan’s performances are often stripped down to their raw essence—just him, his voice, and the beat. This simplicity allows the story to shine through. “I got my break in LA where there’s a lot of big lights and promotions but You don’t need flashy lights or over-the-top production. Just soulful music and a real connection with your audience,” he advises.

The Cafe Noir Project: Great Storytelling is Simple

Shyan’s “Cafe Noir Project” exemplifies his storytelling philosophy. Inspired by a moment of reflection in a Starbucks, the project captures the essence of Black American culture and soul. “It started with a simple desire to feel at home,” Shyan recalls. “No lights, no headlines, just me and my music in a community space.”

The project’s evolution into an album, book, movie, and merchandise line is a testament to its authenticity and cultural relevance. It’s not just art, but a movement that celebrates heritage, creativity, and connection.

“I soulfully believe that innovation is the greatest form of protest,” Shyan says. By helping young people find their voices, he’s building a legacy that goes far beyond music.

Of course, it's essential to wrap up with hard metrics and bullet points—after all, this is business, not a folk music session. Numbers are crucial, but it's equally important not to bore your audience by overlooking the power of storytelling. The key to engaging your audience is to incorporate human details and allow room for them to draw their own conclusions. This principle applies just as much in the conference room as it does on stage.