For four decades, Geno Shelton has been a cornerstone of Indianapolis’ entertainment scene.
From his early days as a radio DJ to becoming one of the city’s most respected event promoters, Shelton’s journey is a one of resilience, faith and an unwavering commitment to his craft.
As he celebrates his 40th year in the industry, the Indianapolis Recorder sat down with Shelton to reflect on his inspiring journey, the lessons he’s learned and the legacy he hopes to leave behind.
Parham: Geno, congratulations on 40 years in the entertainment industry. That’s an incredible milestone. Let’s start at the beginning. You grew up in the Robert Taylor projects in Chicago before moving to a pig farm in Michigan. How did those contrasting environments shape your perspective and drive?
Shelton: Thank you, I appreciate that. Growing up in the Robert Taylor projects, even though I was only 7 or 8 when we left, it instilled a certain hustle in me. But moving to that pig farm in Pullman, Michigan — population 236 — was a whole different world. We had pigs, chickens, corn, string beans, tomatoes … you name it. That farm life taught me a work ethic I couldn’t have learned in the city. You’re up at 6 a.m. feeding pigs, picking blueberries, doing chores. It gave me a perspective on both worlds — city hustle and country values. I was still poor, but I was fulfilled. My parents were together, which was rare, and they instilled faith and hard work in me. That foundation carried me through life.
Parham: That’s powerful. You started your career in radio, achieving some of the highest ratings in WTLC’s history. What inspired you to transition from radio to event promotion?
Shelton: It’s funny because I didn’t realize it at the time, but promotion was in my blood. My father was a promoter back in the day. He would bring artists to our small town in Michigan, and I didn’t even understand what he was doing until I got older. In college, I started promoting parties with fraternities and sororities, and that’s where it began. Around 1985. But radio was the game-changer. Taking requests from listeners, I realized I knew exactly what people wanted to hear and who they wanted to see. I noticed that a lot of promoters weren’t bringing the right acts to Indianapolis. I thought, “I can do this better.” My first concert was at The Vogue with Alex Bugnon, and we sold out. That was the start.
Parham: That’s amazing. You’ve had some incredible highs in your career, like producing the first major festival for Indiana Black Expo in 1999. But there have also been challenges, like losing money on shows due to unexpected expenses. How did you navigate those setbacks?
Shelton: Promoting is like legalized gambling: You can do everything right — perfect promotion, perfect lineup — and it can still rain and the show flops. I’ve lost $50,000 on shows I could’ve canceled and only lost $20,000, but I didn’t. Your name is everything in this business. In 32 years, I’ve only canceled three shows — integrity matters. You have to be prepared to lose money and keep going. It is not for the faint of heart.
Parham: That’s a great lesson. Let’s talk family for a moment. You’ve been married for over 30 years and have three daughters. How have you balanced family life with the demands of the entertainment industry?
Shelton: That’s my biggest regret, man. I missed a lot of time with my kids when they were young. I was always on the road, hustling. I provided financially, but I wasn’t there for the little things. My wife is a strong woman — she raised our girls. I prayed over them every night, but I wish I could go back and spend more time with them. That’s the sacrifice of this business. If you’re going to be successful, it’s hard to balance family and work. But my faith in God kept me grounded.
Parham: Speaking of faith, you’ve been open about how important it is to you. How has your faith influenced your career and personal life thus far?
Shelton: Faith is everything. I became a Christian when I was 9 years old, and it’s been the foundation of my life. I’ve never had a drink or smoked in my life — not even a sip of alcohol. That’s rare in this industry. My faith got me through the tough times, like when I lost everything in 2017 and had to work at a factory to rebuild. God has always been my anchor.
Parham: That’s inspiring. You’ve worked with some of the biggest names in entertainment — Stevie Wonder, Mary J. Blige, En Vogue and many others. What’s been the most rewarding aspect of your career?
Shelton: The people. I’ve been blessed to work with legends, but it’s not just about the big names. It’s about serving the people. I’ve always tried to bring quality events to Indianapolis and am proud of my impact. I brought back Studio 54, created iconic parties and influenced events nationwide. But the most rewarding part is knowing I’ve made a difference in my community.
Parham: As you celebrate 40 years in the business, how do you want to be remembered?
Shelton: I want to be remembered as a man who loved God and served his people. I’ve done a lot of charitable work — helping families, giving out food, providing tickets to those in need. I don’t talk about it much because it’s not about me. It’s about giving back. The Black community is full of greatness, and if we could just come together, we’d be unstoppable. That’s my dream.
Parham: Finally, what’s next for Geno Shelton? How are you celebrating this milestone?
Shelton: We’re celebrating all year! We kicked it off with a concert featuring Jeffrey Osborne and we’ve got more events planned, including a grand finale at Gainbridge Fieldhouse. Every event this year is giving back to the community — whether it’s the Boys & Girls Club or other causes. It’s not just about me; it’s about honoring the people who supported me from the beginning.
Parham: Geno, thank you for sharing your story. You’ve inspired so many, and your legacy is already cemented. Here’s to the next chapter!
Shelton: Thank you, man. God’s been good, and I’m just grateful to keep doing what I love.
Contact Multi-Media & Senior Sports Reporter Noral Parham at 317-762-7846. Follow him on X@3Noral. For more news from the Indiana Minority Business Magazine, click here.
