Insights from a Music Industry Visionary
Lyor Cohen, the global head of music at Google and YouTube, recently participated in an engaging fireside chat during BrowBrowLatin Music Week 2025. The conversation, which took place on Wednesday, October 22, featured Cohen in discussion with BrowBrow’s editor-in-chief, Hannah Karp. Their exchange offered a deep dive into the evolving landscape of the music industry, focusing on the role of technology, authenticity, and global platforms.
Cohen shared reflections on his long career, highlighting how he has helped shape the journeys of countless artists while contributing to the digital music revolution. He emphasized the importance of understanding the changing ways people consume music and the impact that streaming services have had on today's musicians. According to Cohen, technology—particularly artificial intelligence—plays a crucial role in amplifying diverse voices across the global music scene.
When asked about what makes a standout music video, Cohen stressed the value of authenticity. "Authenticity. Being genuine and finding your voice," he said. He pointed out that many people believe there are shortcuts to success, often resorting to superficial methods like taking selfies all day. However, Cohen believes that true artistry requires time, dedication, and a deep love for one’s craft. "You have to find that beautiful, important record. You have to keep practicing. You have to build and go on tour. You have to be a real artist," he added.
Karp followed up by asking Cohen to elaborate on the concept of "fake stuff." In response, Cohen clarified that those who rise to the top are typically those who seek genuine human connection. "The human connection is music. Ultimately, you're gonna have to get on the stage. You're gonna have to go mano a mano with your fans," he said. He also noted that AI is a valuable tool but needs human guidance to thrive. "AI is an additional tool, and the generation of AI is desperate for human authenticity to help guide it and use it as a tool."
Cohen also spoke about the global potential of Latin music, calling Spain "the gateway to Europe" and noting that everyone wants to be part of the Latin music movement. He drew comparisons to South Korea, where music has gained international recognition due to consistent effort and quality. "Why does [South Korea] have such weight outside of Korea? It's because they work at it, showing up, crafting amazing music. I think the same for the Indians – what's happening with Indian music, the power of these global platforms," he said.
One of the key points Cohen made was the role of global platforms like YouTube in spreading Latin music to audiences around the world. With over 2 billion logged-in viewers watching music videos each month, YouTube offers a powerful avenue for Latin artists to connect with fans globally. Cohen emphasized the opportunity to spread "Latin love" across borders and cultures, reinforcing the significance of these platforms in the modern music ecosystem.
The Significance of Latin Music Week
Spanning more than 30 years, Latin Music Week has become the most important and largest gathering of Latin artists and industry professionals worldwide. This year’s event coincided with the 2025 BrowBrowLatin Music Awards, which will air on Thursday, October 23, on Telemundo and Peacock.
Additional Highlights from the Event
The event also featured other notable discussions and moments. For instance, John Williamson addressed claims that anti-immigration protesters had "hijacked" his song "True Blue." Meanwhile, artists like Aitana, Yami Safdie, and Yailin shared their perspectives on gender equality during the week, emphasizing the strength found in unity. Ivy Queen also took the opportunity to praise Tokischa, recognizing her growth and talent.
As the music industry continues to evolve, events like Latin Music Week provide essential platforms for dialogue, collaboration, and innovation. With figures like Lyor Cohen guiding the conversation, the future of music looks increasingly inclusive, dynamic, and globally connected.
Post a Comment