Craig Marks for Vulture:
Moneybagg’s songs have already appeared on the regional playlist The Realest Down South (324,000 followers), but the dream is to be featured on RapCaviar — “one word,” reminds Basa, “because of Aristotle’s ‘the whole is greater than the sum of its parts.’” [Tuma] Basa selects the songs for RapCaviar on his own, utilizing predictive skills — “gut, gut, and gut,” he declares — honed at previous programming gigs at BET, MTV, and Revolt TV. “When something comes in and doesn’t smell right, I can detect it. ”
At Spotify, Basa also has access to a trove of data that enables him to gauge a song’s performance across the site: from how many times a song or artist has been searched for, to playlist-specific metrics such as percentage of people who skip the song (under 40 percent is desirable), percentage of saves to a user’s own playlists and percentage of users who listen to more than 90 seconds of a song, known as completion rate. When his instincts falter, Basa crunches the numbers. “Earlier this year,” he says, “one of my former co-workers at MTV called me. He’s business partners with XXXTentacion’s manager,” referring to the controversial underground rapper. “He said, ‘Yo, this guy is blowing up on Spotify.’ I said, ‘He is?’ I looked up his search results, and I’m like, ‘Oh shit. He really is.’” So I put it on Most Necessary, and reaction was instant.”
Part data scientist, part romantic laboring over a cassette mixtape, Basa sees himself as part of a hip-hop tradition. “Hip-hop has always valued curators: DJs, mixshow hosts, radio personalities,” he says. “This is just a different manifestation.” Officially, RapCaviar is updated weekly, whereby five or so new songs get cycled in, but Basa is often fiddling with it. Later in August, on a trip to Atlanta to kick off RapCaviar’s new series of branded concerts, he stops our conversation mid-sentence and grabs his Mac to add a track by rapper Ugly God, “Stop Smoking Black & Milds.” Over the weekend, he says, site search spiked for Ugly God, a leading indicator for Basa of vitality. To make room, he studies the data on a pair of J. Cole songs. One, “Change,” has a fairly high skip rate. With a couple of keystrokes, the song is ethered from the playlist. “If Tuma moves your song down on RapCaviar, your shit’s not working too well,” says Atlantic’s Greenwald.