Tuma Basa
Director of Black Music and Culture at YouTube. Previously made decisions at MTV, BET, Revolt, Spotify, and the Rap Caviar playlist.
Best podcasts with Tuma Basa
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11 snips
Jul 15, 2025 • 26min
Algorithms vs. Curators: YouTube’s Role in Breaking Through The Noise
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.
Jul 22, 2025 • 2h 11min
The Manager’s Playbook 031: Tuma Basa - RapCaviar, YouTube, Music Curation, Artist Longevity, Gen AI, African Infrastructure, Global Strategy & Cultural Fluency
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.
