YouTube Avenues makes its London debut

We chat to head of Black Music for YouTube in Europe Sheniece Charway about how YouTube Avenues supports Black and Latin artists and their first foray outside the U.S

The trials and tribulations of making it in the music biz is frequently a hot button issue in creative circles. Label politics, algorithmic bias and the increasing necessity of a social media presence have been key themes we've watched play out in real time over the course of Drake and Kendrick's era defining rap beef throughout 2025. New recently broke that the 6 God is now filing lawsuits citing streaming number boosting in support of Kendrick's Not Like Us. Away from the heady heights of UMG courtroom drama, emerging artists trying to get their foot in the door face the same obstacles without labels, A&Rs or creative teams who know how to play the game. That's where YouTube avenues comes in. 

This week for the first time ever, the event featuring panel discussions, talks and presentations from YouTube insiders came to the U.K. and invited Sludge Mag for some free game, DJ sets from DJ AG and Mercedes Benson, presentations from Wallo267, (speaker, activist, entrepreneur and host of the hugely popular 'Million Dollaz Worth of Game' podcast) and YouTube’s Head of Black Music Tuma Basa. London was firmly represented with the presence of BBC 1xtra and BBC Radio 1 DJ and voice of the streets Kenny Allstar and GRM founder Posty.

One of the days' most engaging events was a fireside chat between Wallo and Krept. Alongside breaking records in the music industry with his partner Konan, Krept's journey as an entrepreneur is a source of inspiration to many. The hugely successful Nala's Baby skincare brand was born from his desire to consolidate a legacy for his daughter outside of entertainment, in the event that she wasn't interested in following directly in his footsteps. What is less talked about is his Kreps and Kones desert venture, which though not necessarily garnering the same level of commercial recognition, was a huge learning curve as he explained during the talk. The openness about the L's taken personally and professionally were a refreshingly transparent insight into what a successful journey actually looks like. We also chatted to Sheniece Charway about her role as Head of Black Music for YouTube in Europe about the importance of bringing the initiative to London, her personal journey and what artists need to be doing to build their audience. 

How do you define Black music in your role?
Black music in my role is music that originated and descended from the continent and diaspora. From drill to R&B, Afrobeats to hip-hop and everything in between. One of the beautiful things about YouTube is that it helps make our world smaller - today in the UK we have access to sounds from all across the globe.  

This is Avenues first time in London. Why was it important for London as a city to be recognised in terms of Black and Latin music?
London is a global hub of culture and creativity, with a rich history of Black music shaping its identity. Black communities have been at the forefront of shaping not just London's music soundscape, but Black music globally, so it was important for us to bring Avenues here to recognise the city's influence and to provide the next generation of talent with the tools, skills and networking to thrive.  

How does your sociology background aid you in your role at YouTube?
My sociology background has proved so useful in understanding the cultural and societal forces that shape music and communities. It's helped see how music can operate as a form of resistance, identity, and empowerment in society.

Why are Black and Latin communities grouped together for Avenues?

The aim of Avenues is to empower emerging artists and foster equity in historically underrepresented communities. As a project, Avenues originated in the States where the Latin community are typically underserved by the music industry infrastructure. Black and Latin communities share a long history of cultural exchange and mutual influence in music and beyond. 

What are 3 things you think up and coming artists need to be doing to give themselves the best chance of building a fanbase? 

1. As with everything in life, consistency is key. Connections with fans, other artists, audiences, industry - they all build over time, so stay consistent and stay patient. Behind every overnight success is years if not decades of graft and consistency. 
2. Collaborate strategically. Collaborations help you reach new listeners whilst adding depth and diversity to your artistry. Events like Avenues are designed to not just provide education and tools to emerging artists, but a platform for artists and creatives to network. As Wallo said in his fireside chat with Wallo, 'your next team - manager, lawyer, creative - are all here in this room.'
3. Be authentic. It's kind of cliche to say these days, but stay true to your art. Don't focus on what other people are doing, and back yourself. Authenticity is what connects with fans. 

Article by Martyn Ewoma

Photography by Zek Snaps