Lyor Cohen on YouTube Music's Future and the Music Industry's Past

04/09/25 • 40 min

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The New Music Business with Ari Herstand

This week, Ari is joined by Lyor Cohen, the Global Head of Music at YouTube. Earlier in his career, Lyor led Def Jam Recordings, where he worked with artists such as Jay-Z, Ja Rule, and Ludacris. He eventually sold Def Jam to Universal and helped create the Island Def Jam Music Group. After Def Jam, Lyor became Chairman and CEO of Recorded Music at Warner Music Group. He went on to co-found 300 Entertainment (repping artists like Fetty Wap and Young Thug) before landing at YouTube in 2016.

In this episode, Lyor and Ari discuss artist development, the state of the industry, and music’s digital revolution. Lyor shares what it was like to lead Warner Music at a time when both Spotify and YouTube launched. If you’re curious about the trajectory of tech in music, how generative AI can bring artists and fans together, or how you can use YouTube to build momentum in your career, this episode is for you.

Chapters

00:00 The Pursuit of Artist Success

05:23 Navigating the Music Industry Landscape

12:11 User-Centric Approach in Music

20:34 Building Artist Communities

27:14 The Evolution of Music Consumption

33:30 Embracing Generative AI in Music

Edited and mixed by Ari Davids

Music by Brassroots District

Produced by the team at Ari’s Take

Order the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com

Hosted on Acast. See acast.com/privacy for more information.

Chapters

00:00 The Pursuit of Artist Success

05:23 Navigating the Music Industry Landscape

12:11 User-Centric Approach in Music

20:34 Building Artist Communities

27:14 The Evolution of Music Consumption

33:30 Embracing Generative AI in Music

Edited and mixed by Ari Davids

Music by Brassroots District

Produced by the team at Ari’s Take

Order the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com

Hosted on Acast. See acast.com/privacy for more information.

Previous Episode

Victoria Canal Attracts Her Fans for The Right Reasons

This week Ari sits down with Victoria Canal, the rising singer-songwriter known for her deeply moving and introspective music. Victoria has performed on Jimmy Kimmel Live!, Later... with Jools Holland, and onstage with Coldplay at Glastonbury. She has won two Ivor Novello awards (including the Rising Star award) and recently released a new album, Slowly, It Dawns.

After ten hard-won years as a DIY artist, Victoria’s now signed with a major label, Parlophone Records (under Warner Music Group). In this episode, Victoria opens up about her journey as an artist and the varying pressures faced by both indie and label-repped musicians. Tune in to learn more about headlining the Troubadour, life as a touring artist, managing the pressures of social media, and how to attract the right kinds of fans.

https://www.victoriacanal.com/

Chapters

00:00 From Glastonbury to Stardom

03:11 The Journey of Victoria’s Career

05:49 Creating Intimate Connections Through Music

08:50 The Reality of Touring Economics

11:56 Balancing Artistry and Business

14:58 The Emotional Journey of Songwriting

18:07 Evolving Through Performance

20:55 The Impact of Social Media on Artists

24:09 Navigating Vulnerability in Performance

27:14 The New Album: Slowly, It Dawns

30:05 Reflections on Growth and Authenticity

36:23 The Inner Journey of Self-Acceptance

39:50 Meeting Idols: Reality vs. Expectation

40:45 A Dream Come True: Performing with Coldplay

45:04 The Importance of Energy in Performance

46:06 Navigating the Artist Lifestyle and People Management

49:03 The Weight of Fan Interactions

54:06 Social Media Pressures and Authenticity

01:01:19 Taking a Stand: Performing at the Kennedy Center

01:05:39 Defining Success in the Music Industry

Edited and mixed by Ari Davids

Music by Brassroots District

Produced by the team at Ari’s Take

Order the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com

Hosted on Acast. See acast.com/privacy for more information.

Next Episode

This Superfan Platform Gets Artists Paid 10x+ What They Make From Streaming

This week on the New Music Business podcast, Ari sits down with Mag Rodriguez, the founder and CEO of the direct-to-fan platform EVEN. Throughout his career, Mag has helped artists generate over 1 billion streams—but now, he’s focused on building a parallel music economy where artists sell directly to fans before streaming. “Superfan” platforms like EVEN are redefining how artists monetize their work.

Through EVEN, Mag has partnered with J. Cole, 6LACK, LaRussell, Lauren Jauregui, Fariana, Smino, Ryan Leslie, and thousands of other artists of all levels, empowering them to take ownership of their fan relationships and unlock new revenue streams. They’re essentially putting control and earnings back into the hands of artists.

In this episode, Mag tells Ari about artists who don’t have many followers or monthly listeners, but are making significant revenue from their fans on EVEN. They discuss the previous eras of direct-to-fan platforms (like Bandcamp, Patreon, Kickstarter) and how EVEN’s music-centric model differs from these prior iterations. Superfan platforms are truly taking the industry by storm—Mag tells Ari that EVEN, alone, onboards about 8,000 artists each day. If you’re interested in exploring superfan platforms, this episode is a great place to start.

Check out EVEN at: get.even.biz

Chapters

00:00 The Challenge of Monetizing Music for Emerging Artists

02:57 The Rise of Direct-to-Fan Platforms

05:58 Understanding Even: A Direct-to-Fan Platform

08:55 Windowing and the Shift in Music Distribution

11:54 The Economics of Music Sales vs. Streaming

15:12 Selling Access: The Community Aspect of Even

18:00 Building Community: The Even Triangle

21:04 Real Success Stories: Emerging Artists on Even

24:00 Emotional Commerce: Connecting with Fans

26:57 The Future of Music Monetization