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Tuma Basa

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YouTube Music's Tuma Basa Tells How The Platform's Bridging Generations Through Hip-Hop History

From music pioneers that have led its evolution to how the genre connects diverse backgrounds through sonic sound, it’s evident that Hip-Hop is a staple in the culture. Its revolutionary impact is what pushed Congress to pass Resolution 331, a bill that declared November as National Hip-Hop History Month. “This was the inaugural Hip-Hop History Month and we just wanted to make sure we were day one about it,” YouTube’s Director of Black Music & Culture Tuma Basa told AfroTech. In case you missed it, the music streaming service honored the genre’s legendary artists with a musical tribute by curating playlists of the eras of Hip-Hop. To further put all eyes on the inaugural celebration, billboards of music icons such as Slick Rick, Snoop Dogg , and Missy Elliott were showcased in New York, Atlanta, and Los Angeles. Along with the culture being placed on full display, YouTube Music hosted a Town Hall gathering that featured Basa, DJ Premier, Kevin Liles, Brandon “Jersey Jinx” Jenkins,...

Ngozi Nwanji

Jan 7, 2022

Black Tech Green Money Ep 5: Tuma Basa's Gems For Creatives Using Digital Platforms To Promote Their Art

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. Photo via Johnny Nunez | @tumabasa Instagram 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...


Jul 7, 2020