Music is no longer just part of culture — it is culture, according to YouTube’s Global Head of Music, Lyor Cohen.
In an email sent on message on Monday, Cohen reflected on a series of high-profile moments from the past year — including the Grammys, the Super Bowl and the BRIT Awards — that demonstrated the growing influence of music and visual storytelling on a global scale.
“Music isn’t just at the center of culture, it IS culture,” Cohen said.
He pointed to the opening performance of the Grammy Awards, where ROSÉ and Bruno Mars performed “APT.”, one of last year’s most popular songs on YouTube with more than 2.3 billion views.
Cohen also highlighted the rise of British singer Olivia Dean, who won Best New Artist after years of development.
“Seven years ago she walked into our office with nothing but an acoustic guitar and a dream,” Cohen said. “Today she is a Grammy- and BRITs-winning global superstar.”
The YouTube executive also praised Bad Bunny, whose Super Bowl performance drew massive attention online.
“I’m not even sure who won the game because Bad Bunny stole the show,” Cohen said. “The performance has over 120 million views on YouTube, which doesn’t surprise me because he’s got 19 music videos with over a billion views — the most of any artist in history.”
Another standout moment came from ROSALÍA, whose performance at the BRIT Awards quickly went viral.
“ROSALÍA brought Berghain to life at The BRIT Awards and changed the game with an absolutely extraordinary performance,” Cohen said, noting that the performance generated more than four million views in two days on YouTube.
The Power of Visual Storytelling
According to Cohen, these moments highlight the growing importance of visual content in how artists connect with audiences.
“As the undisputed home of the music video, YouTube has evolved into a comprehensive visual storytelling ecosystem where artists build deep, lasting connections with their global community,” he said.
With billions of logged-in viewers watching music videos each month, Cohen believes the format remains one of the strongest drivers of fan engagement.
“It’s clear that the music video isn’t just surviving — it’s thriving as a primary driver of fan loyalty.”
He also noted that fan engagement now extends beyond official music videos to include performances, documentaries and cultural moments.
“Content from the extended artist world — think Coachella, the Olympics or the raw intimacy of an NPR Tiny Desk concert — extends fandom even further,” Cohen said.
Building a World Around the Music
Cohen pointed to Baby Keem’s Ca$ino album rollout as an example of how artists can create deeper engagement with fans.
The campaign included documentary-style content, a fan-first listening event and the release of the Birds & the Bees music video.
“Baby Keem moved beyond the album drop and built a world that ignited his global audience,” Cohen said. “This is the blueprint for engagement.”
He added that storytelling ensures that new releases stand out in a crowded music landscape.
“On YouTube, a song isn’t just one of the thousands released each day — it’s the spark that connects artists and fans on a much deeper level.”
YouTube Pays Out $8 Billion to Music Industry
Cohen also highlighted the financial impact of YouTube’s music ecosystem.
The platform paid out more than $8 billion to the music industry between July 2024 and June 2025, driven by advertising and subscription revenue.
“Our commitment to monetization is absolute,” Cohen said.
However, he acknowledged that the explosion of music content online has also created challenges for discovery.
“Fans are experiencing a tidal wave of choice, but our goal is to be the lighthouse that helps them cut through the clutter.”
AI’s Role in the Future of Music
Cohen also addressed the growing role of generative AI in the music industry.
Referencing comments from YouTube CEO Neal Mohan, Cohen stressed that artificial intelligence should be used as a creative tool rather than a replacement for human artists.
“AI will remain a tool for expression, not a replacement,” Cohen said.
He cited projects like Lewis Capaldi’s reimagined “Something in the Heavens” video, created with Wonder Studios using Flow, as an example of how AI can enhance storytelling.
At the same time, YouTube plans to expand protections for artists through systems like Content ID, including new tools for likeness detection to prevent misuse.
The Next Era of Artist Development
Cohen said the music industry has faced major technological shifts before and will likely emerge stronger again.
“We can’t run from it — we’ve just got to build it responsibly, creatively and together,” he said.
Universal Music Group chairman Sir Lucian Grainge echoed that optimism, praising YouTube’s $8 billion payout milestone.
“This is just YouTube’s first $8 billion,” Grainge said. “There’s still a world of opportunities to unlock the next eight.”
Looking ahead, Cohen said YouTube’s mission is to help artists use visual storytelling to grow global audiences and sustainable careers.
“Our mission for 2026 is clear,” Cohen said. “Help artists and songwriters harness the power of visual storytelling to build their global audiences and lifelong careers — while helping fans cut through the noise and discover the music that soundtracks their lives.”
