YouTube LEGACY celebrates 20 years 

We spoke to Sheniece Charway, Head of Music Culture at YouTube EMEA, about the platform's enduring legacy in Black British music

 On Thursday, 10 July 2025, the annual Legacy Party, celebrating YouTube’s 20th anniversary, took place at Here at Outernet in London’s West End. This year’s event brought together the freshest, finest, and most pioneering musicians, creatives, and industry thinkers in a celebration of Black music and talent. YouTube has long acted as a catalyst for many of the UK’s greatest and most revered Black musicians, having platformed hundreds of career and culture-defining moments. The platform’s informal and unrestrained nature has allowed creatives to craft truly authentic and experimental music and content. Since 2005, it has been an essential pillar that keeps the music industry exciting and forward-thinking. Sludge Mag caught up with Sheniece Charway, Head of Music Culture at YouTube EMEA, who shared her thoughts on the importance of YouTube for Black creatives.

What do you think is unique about the way Black British musicians and creatives have used YouTube as a platform?

What’s always stood out to me is the way artists and creatives have used YouTube not just to showcase their art, but to build their own ecosystems. It’s a place where they can tell their stories on their own terms, find their audience, and connect directly with fans, without waiting for traditional gatekeepers to give them permission. This year is YouTube's 20th anniversary. Since 2005, we've seen whole empires built - from the likes of SB.TV and GRM Daily - to artists using it in such creative ways, like Stormzy releasing a freestyle which later became a studio recording, or Charlie Sloth uploading his 'Fire In The Booth' videos to YouTube. I never fail to be amazed by the creative ways that people use the platform.

This year’s YouTube Legacy Party focuses on the theme of storytelling—could you tell us more about that and why it’s important?

In a world of ephemeral content, we want to bring back a return to storytelling at YouTube. I remember watching music TV back in the day - I remember the exact music videos as vividly as if I were watching them today. I remember being completely transported into the world of the artists. When artists tell their own stories, it creates space for others to step forward too, and that’s how culture continues to grow. We’re extending the storytelling theme to Wireless this year, with a short documentary spotlighting 20 years of Wireless and YouTube. 

YouTube has been a launchpad for UK rap, grime, and R&B artists. Do you think it’s also helped Black musicians break into genres they’ve often been excluded from, like folk or indie?

Absolutely. One of the most powerful things about YouTube is that it levels the playing field. It gives artists the freedom to explore any genre without having to fit into a box or meet someone else’s expectations. Anyone with a great idea and talent can upload a video to YouTube. It's great to see platforms like the MOBO Awards 'alternative' genres. 

The Legacy Party is a celebration of Black music and talent. What makes you proud to be part of this community?

I feel so proud to be part of a community that is rich in creativity, resilience and joy. Legacy isn’t just about a single moment or a party; it’s about recognising the contributions, the stories, and the journeys that have brought us here and will take us forward.

Other platforms and formats like live streams, are emerging as avenues for artists to showcase themselves. What makes YouTube unique as a platform for artist growth?

We know that today's music fans want to discover, consume, and create with music across content formats. We are the only platform with the full breadth of products that allow musicians and fans to connect on multiple levels - short-form creation which leads to long-form engagement; premium music videos, livestreams. Whether it’s short form, long form, audio tracks, music videos, live performances, etc., every music format and content type exists on YouTube. I feel we are the only platform that can deliver that all inclusive, participatory experience for both fans and artists. 

Article by Edith Matthias

Photography by Aba Yaa Ba