Selma Nicholls

Selma Nicholls is a passionate advocate for racial equality and diverse representation, currently working as the Founder and Casting Director of Looks Like Me, a ground-breaking casting agency she established in 2015. Deeply motivated by her lived experience as a Black mother, Selma was driven to act when her young daughter, Riley-Ann began to question her own identity due to a lack of visible representation in the media. This powerful moment fuelled Selma’s mission to shift the narrative and bring authentic, diverse talent to the forefront of advertising and entertainment. As a racial equality speaker, she tackles topics such as inclusive representation, systemic barriers in media, and how storytelling can shape identity and belonging.

Selma’s journey began in the creative industries, where she quickly established herself as a leading force in casting. Over the years, she honed her craft, building an impressive portfolio that includes casting for major global brands like Warner Music, Lego, Tesco, Costa, and Sainsbury’s. Her pivotal career moment came when she cast talent for Beyoncé’s acclaimed Brown Skin Girl video as part of the #BLACKISKING project—an iconic celebration of Black beauty and identity. Selma has also worked on the campaign Hero In Us All for the Black Panther preview screening, and her work has consistently centred around empowering underrepresented communities and reshaping the mainstream media landscape.

Her impact has not gone unnoticed. In 2018, she was awarded the prestigious Black British Business Award for Arts and Media Leader, recognising her pioneering work in diverse casting and her leadership within the industry. Beyond accolades, Selma’s influence continues to grow through her international speaking engagements. She has delivered talks for renowned organisations including Google, Coca-Cola, and Rare Global in both London and Tokyo, championing equity and inclusion on a global stage. Her credits also include notable productions such as Black Is King (2020) and If I Ain’t Got You – Queen Charlotte’s Global Orchestra (2023).

Selma is regularly hired as a speaker for her compelling insights and powerful storytelling. Her talks delve into how inclusive casting can influence societal change, amplify marginalised voices, and foster self-worth in younger generations. Drawing directly from her personal experiences and industry successes, she speaks with authenticity, clarity, and purpose. Organisations seeking to challenge inequality, embrace inclusive practices, and inspire transformational change find Selma’s voice not only necessary but indispensable.