This week’s episode of the Black Tech Green Money podcast is bound to inspire you to do work that leaves a mark on others. Host Will Lucas is joined by the master of content curation, Tuma Basa, to discuss his current role as Director of Urban Music at YouTube, how to build credibility and leverage in the music industry, and what it means to really create work that leaves an imprint on the culture.
Tuma Basa has a long history of creating content for hip hop culture. After working at BET and spending nearly 10 years at MTV, he joined Diddy’s REVOLT TV as VP of Music Programming. He then joined Spotify as the company’s Global Programming Head of Hip-Hop, becoming the mastermind behind the streaming service’s Rap Caviar playlist as well as several playlists focusing on Black and African music. After 5 years at Spotify, Tuma has now landed at YouTube.
Tuma’s passion can be heard throughout the podcast as he stresses the importance of moving with intent within the industry. He believes that those who are consistently able to break through the mold and change the game are “people who know exactly what they want and go for it,” adding that “people often forget this along the way.”
He also opens up about the value in Black people being confident and understanding their worth.
“The spirit in which we think about ourselves is more important than who’s thinking about us,” he says, adding that Black people should focus on what we build and know that everyone else will catch on and it will go global.
When asked about how artists can successfully build credibility and leverage, just as masterminds like Master P did with No Limit, but in a world where they aren’t able to use his selling CDs out of the trunk method, Tuma gives free game on the importance of using platforms to not only create a buzz but to build your following.
The curation guru explains that “young people know what they’re doing. They’re figuring it out like everyone else.” He adds that the kids who figure out how to monetize live streaming through methods such as product placement are the ones destined for success.
Tuma also shares how “The Autobiography of Malcolm X” shaped his life, how he incorporates the spirit of the late great Andre Harrell within his day to day interactions at work, and how he developed his life philosophy.
There are plenty of gems in this episode!