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Want to ensure algorithm doesn't simply give me an echo chamber: Lyor Cohen

Magical records will find their audience. All these labels are signing artists based on how many subscribers or likes, and things like that, says Cohen

Lyor Cohen, global head of music, Google and YouTube
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Lyor Cohen, global head of music, Google and YouTube

Vanita Kohli Khandekar

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At over $54 billion in advertising and pay revenues, Google’s YouTube has emerged as the single-largest force in the global media business across television, streaming, and music. Vanita Kohli-Khandekar spoke to Lyor Cohen, global head of music, Google and YouTube, at the company’s Mumbai office just after his session at WAVES 2025. Edited excerpts:
 
What is YouTube’s position in the global music ecosystem?
 
There's no equal to YouTube. It is a core tool for artists to get paid and connect with their fans. Every morning, I think about two things — fame and fortune. It is important for artists to

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