Why Humanism Needs Its Own Record Label

Tobi Ruwase is a lifelong music enthusiast with a background in community outreach and early childhood education. As a graduate assistant in Texas, she supported grant-funded programs for migrant and underserved families and interned at the United Nations in New York. Raised in a non-religious home in Nigeria by Muslim and Christian parents, she understands firsthand the isolation of growing up without a secular community in a deeply religious society. Now a new mother, she joined Humanists Australia’s Altruistic label to help build the cultural infrastructure she wishes she’d had: humanist resources, music, and community for the next generation.

Most people hear a worldview before they read it.

The Declaration of Modern Humanism says we “treasure music”, yet 38.9% of Australians now identify with no religion — and we have no soundtrack for them. We have values, but we have no verse. Music is how values travel fast without a sermon. It’s how we reach the generation we’re losing.

Music crosses borders faster than debate. Christian music reaches non-Christians effortlessly. Humanism has newsletters you have to hunt. Gen Z doesn’t hunt. They scroll. Ideas now spread through songs, TikToks, and playlists, not pamphlets. You follow an artist, not join a society. You stream Altruistic artist Madam Who?, not read manifestos.

Altruistic is giving humanism a sound. Launched by Humanists Australia to popularize humanism, the label already has artists. Madam Who? writes compassion. Blatant Blatheist writes songs about integrity. Conspiracy Of One promotes critical thinking.

Toddlers sing before they read. Nursery rhymes teach before books do. Humanist resources exist online, but parents have to find them. What about kids finding them? That’s where social media comes in.

What’s the average age of a Humanists International blog reader? How did you find your organization, or did it find you? That’s the power of virality. Search “humanist” and you get quizzes: “How humanist are you?” Can those values become a song instead?

Millions hold humanist values and don’t know the word exists. Where are they? On social media. Many who’ve left religion stay isolated because they don’t know there’s a community. Humans need community. A sense of community is what religious groups do well. Many want to belong, not stay isolated.

Imagine a child born to churchgoing parents. Exposure starts early. As an infant, toddler, teen, that’s all they know. Humanist music can offer another perspective. Not to tear down, but to build alternatives.

The Christian music industry began with artists who believed their worldview deserved art. We have a large unserved market and a proven model to copy. No soundtrack means no cultural relevance.

So how do we move beyond policy? How do we get the next generation to champion humanism? What legacy do you want to leave for our children?

My journey with Humanists Australia’s Altruistic started with my son. I wanted a better “how to live your life” template for him.

Social media has power. Music has power. Humanism has power.

We wrote the Declaration. Now we need the soundtrack. It’s time to hit the studio and make our values go viral.

If you would like to find out more about Altruistic or get involved, email: [email protected].

Listen now: 

Humanism Has The Power

Humanism Is