As Director of Urban Music at YouTube, Tuma Basa is responsible for leading activities that draw on his deep industry connections and expertise in programming to increase YouTube’s engagement with the urban music community, artists, and consumers. He’s also focused on helping artists and labels get the full benefit of YouTube’s direct-to-fan tools through product education.
African music today has grown to become an important part of the global music industry. It is being exported to Western markets. We are witnessing in all four corners of the world the resumption of our dances in choreographies for international stars, challenges in Asia, children dancing in the streets of African capitals.
But for African music, the most obvious success is none other than that of Afrobeats, which by its meteoric rise has allowed Africa to have a place in the sun and has highlighted the whole continent.