The New Music Business with Ari Herstand Lyor Cohen on YouTube Music's Future and the Music Industry's Past
Apr 9, 2025
Lyor Cohen, Global Head of Music at YouTube, shares his extensive experience in the music industry, from leading Def Jam to co-founding 300 Entertainment. He dives into the evolution of artist development in the digital age and the transformative impact of platforms like YouTube. Cohen discusses the potential of generative AI to connect artists and fans, the challenges of monetizing music online, and the urgent need for record labels to invest in nurturing new talent. This insightful conversation sheds light on the future of music in a tech-driven world.
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User-Driven Change
- Lyor Cohen disagrees with the idea of a contentious music-tech relationship, viewing change as a constant in the music industry.
- He believes the digital revolution was user-driven, not tech-forced, as fans sought cheaper and more accessible music.
Fans Value Experiences
- Cohen argues against the notion that users want free music, citing Taylor Swift's and Beyoncé's successful tours as proof.
- He emphasizes the user's desire for community and connection through music, willing to pay for enriching experiences.
Prioritize Artist Development
- Focus on artist development and longer-term career building instead of chasing short-lived viral hits.
- Prioritize quality and nurturing artists' creative process over quick, unsustainable success.
