YouTube Music Exec Uncovers Secrets of the Industry 🎶

Tuma Basa helped launch RapCaviar.
Now he’s shaping the future of global music at YouTube.

In episode 31 of The Manager’s Playbook, Mauricio Ruiz sits down with Tuma to unpack the shift from curation to connection, what YouTube really means for emerging artists, and why staying curious is the real secret to longevity in music.

They go deep on emotional intelligence in leadership, generative AI, the true meaning of “breaking internationally,” and why editorial power is no longer about who you know, but what you build.

Whether you’re an artist, label exec, or just obsessed with where the culture is heading, this episode will give you clarity on what it takes to last.

A conversation like this doesn’t come cheap.

Timestamps:
00:00 Introduction and Power Dynamics
00:50 Getting to Know Tuma Basa
06:17 The Journey of Tuma Basa
07:04 Creating RapCaviar
09:34 Monetizing Music and Career Strategies
18:03 The Power of YouTube for Artists
30:19 Wallo’s Influence and Community Engagement
33:10 The Hip Hop Ecosystem
34:10 Role at YouTube Music Partnerships
36:13 The Democratization of Music
37:41 Generative AI in Music
42:00 The Future of Music and Technology
56:59 Breaking International Barriers
01:06:02 Emerging Sub-Generations in Music
01:06:21 Global Influence of Amapiano and Afrobeats
01:07:48 Comparing Music Generations: UK and Beyond
01:09:26 African Music Infrastructure and Its Future
01:14:42 Spotlight on African Artists
01:25:47 The Evolution of Music Marketing
01:38:11 The True Meaning of Networking
01:39:23 The Pressure of Creativity
01:40:35 Building Genuine Connections
01:42:35 Navigating Social Media and Criticism
01:44:26 The Intersection of Music and Culture
02:02:01 The Role of YouTube in Modern Media
02:08:01 Reflections and Recommendations

The opinions shared by our guest are their own and do not necessarily reflect those of the host or The Manager’s Playbook.

Book a 1:1 Strategy Session with Mauricio Ruiz, host of The Manager’s Playbook, with over 16 years of experience for tailored advice for artists and managers. Consultation Fees Apply https://calendly.com/themanagersplaybook/1hourconsult

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Host: Mauricio Ruiz
Executive Producer: Mauricio Ruiz
Director of Photography: Will Dobak
On Location Sound: Jesse Lopez
Editor: Max Carmona
Co-Editor: Mauricio Ruiz
Colourist: Max Carmona
Sound Engineer: Madeline Currie
Project Manager: Erica Kongvongxay
Marketing Coordinator: Melanie Letra-Frade
Production Company: 8 Til Faint

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