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YouTube Music Poaches Spotify Hip-Hop Programming Lead

YouTube has appointed former Spotify hip-hop programming lead, Tuma Basa, as its new Urban Music Director – news which follows the launch of YouTube Music last month. The service is set to replace Google Play Music, which is currently the company’s predominate music streaming service.

YouTube Music Lead, Lyor Cohen, affirms Basa will bring a “deep knowledge” of the music industry, to better connect “artists and fans”.

Mr Basa is known for curating Spotify’s iconic RapCaviar playlist, boasting around 9 million followers.

The playlist is known for breaking new hip hop talent, and spring-boarding artist careers.

For streaming services like Spotify and YouTube Music, a talented programmer is often worth its weight in gold, especially if able to encourage millions of people to switch platforms.

Following its new hire, it’s clear YouTube Music is hoping for a similar result, specifically popularity in the hip-hop/urban music genre.

It’s not the first notable hire YouTube Music has won in recent times – the company poached former Apple Music hip-hop programming lead in April.


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