The Manager's Playbook

The Manager’s Playbook 031: Tuma Basa - RapCaviar, YouTube, Music Curation, Artist Longevity, Gen AI, African Infrastructure, Global Strategy & Cultural Fluency

Jul 22, 2025
Tuma Basa, former head of Spotify's RapCaviar and current Director of Black Music & Culture at YouTube, shares his incredible journey through the music industry. He discusses the power of emotional intelligence and cultural adaptability in leadership. Tuma explores the evolution of music curation from traditional platforms to YouTube, emphasizing how technology, especially generative AI, is democratizing music creation. Additionally, he highlights the need for authenticity and connection in the rapidly changing landscape of the music business.
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ANECDOTE

The Birth of RapCaviar

  • Tuma Basa created RapCaviar to provide an honest, culturally reflective flagship hip-hop playlist.
  • He emphasized diversity and deserved placement over personal taste bias.
ADVICE

Use Eventization for Releases

  • Use eventization and release strategies, like pre-releases and premieres, to create appointments for your audience.
  • This helps build hype and extend your music's shelf life on YouTube.
INSIGHT

Embracing Generative AI

  • Generative AI democratizes music creation but raises fears of replacement.
  • Technology shifts like Auto-Tune faced backlash but ultimately expanded creativity and reach.
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