Trapital Algorithms vs. Curators: YouTube’s Role in Breaking Through The Noise
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Jul 15, 2025 Tuma Basa is the Director of Black Music and Culture at YouTube, previously shaping music at MTV and Spotify. He shares insights on YouTube's evolution and its pivotal role in music promotion. The conversation dives into how artists can harness YouTube's diverse format to engage audiences effectively. Tuma discusses the trend of global music, highlighting the rise of Amapiano and its cultural connections. He also explores the shift in music curation from traditional media to digital platforms, emphasizing a more inclusive landscape.
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YouTube as Cultural Staple
- YouTube is a cultural staple with a vast repository of music versions and visuals.
- This makes it culturally important worldwide, not limited to specific genres.
YouTube's Content Ecosystem
- YouTube offers a one-stop shop for various music content types from audio to music videos.
- Ancillary content like reactions and short form trends help move the needle on popularity.
Long-Term YouTube Strategy
- Treat YouTube like a funnel touching all its features to tell a full story.
- View your channel as a station presenting singles and bodies of work for long-term growth.