OUR STORY
About
Békwu Consults
Fusing Culture with Data.
Békwu Consults is an audience intelligence advisory built for how media and attention operate today.
We work at the intersection of culture, data, and strategy—helping media companies, platforms, and brands better understand who their audiences are, how they move, and where real opportunity exists.
Our approach goes beyond traditional research. We focus on how audience behavior translates into growth—across content, distribution, and revenue.
OUR PERSPECTIVE
Closing the Gap.
The way audiences discover, consume, and engage with content now moves fluidly across platforms, markets, and borders. Yet the systems used to measure and value these audiences have not kept pace.
This creates a gap. A gap between what audiences are actually doing—and how they are being understood, positioned, and monetized. Our work is centered on closing that gap.
OUR LENS
Our Lens
A core part of our work is grounded in the Global Black Diaspora. We analyze how Black audiences across the U.S. and international markets, including African, Caribbean, and cross border communities, shape media consumption, influence cultural trends, and drive economic value.
These audiences are often:
- Under Measured
- Misclassified
- Or Undervalued
We focus on identifying where those gaps exist and what they mean for strategy, positioning, and long term growth. These audiences are not niche. They are central to how culture and consumption evolve.
How We Work
We translate numbers into patterns and distill media nuance into clear, relevant business decisions.
Whether working with established media companies or emerging platforms, our approach is tailored to where each client is—and where they need to go.
The goal is not just insight, but direction.
LEADERSHIP
Barbara Shaibu
Barbara Shaibu is the founder of Békwu Consults. Her work spans audience measurement, network strategy, and revenue enablement across linear, streaming, and digital ecosystems.
She has worked across leading media organizations, including Nielsen and BET, helping translate audience data into strategic and commercial impact. Her perspective is shaped by both analytical rigor and real-world application—understanding not just how audiences behave, but how that behavior drives business outcomes.
From Insight to Execution
Our work does not stop at insight.
Through Black Audience Marketplace (BAM), we extend audience intelligence into execution—connecting strategy directly to media buying and marketplace access.
This allows us to not only identify opportunity, but help bring it to life.
Explore BAM