Lyor Cohen Talks Authenticity, AI & Global Potential of Latin Music: ‘Being a Real Artist Takes Time’

Lyor Cohen, planetary caput of euphony astatine Google/YouTube, joined Billboard editor-in-chief Hannah Karp connected Wednesday (Oct. 22) for a compelling fireside chat during Billboard Latin Music Week 2025.

Cohen reflected connected his decades-long vocation shaping artists’ journeys and ushering successful the integer euphony revolution. He offered invaluable insights into the improvement of euphony consumption, the interaction of streaming connected today’s artists and the value of harnessing exertion specified arsenic AI to amplify divers voices successful the planetary euphony industry.

When asked astir the secrets to creating standout euphony videos, Cohen shared what helium believes to beryllium the astir important thing: “Authenticity. Being genuine and uncovering your voice. A batch of radical deliberation determination are shortcuts, and bash this [signals a selfie] each time long. Being a existent creator takes time. You person to emotion what you do. You person to find that beautiful, important record. You person to support practicing. You person to physique and spell connected tour. You person to beryllium a existent artist. All that fake worldly is going to get flushed out.”

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Karp probed further astir “fake stuff,” prompting Cohen to clarify that those who ascend are those who are “thirsty for the quality transportation — and the quality transportation is music. Ultimately, you’re gonna person to get connected the stage. You’re gonna person to spell mano a mano with your fans.” He added that “AI is an further tool, and the procreation of AI is hopeless for quality authenticity to assistance usher it and usage it arsenic a tool.”

“Spain is the gateway to Europe, and everyone wants to get this Latin action,” helium said, emphasizing the planetary imaginable of Latin music. “Why does [South Korea] person specified value extracurricular of Korea? It’s due to the fact that they enactment astatine it, showing up, crafting astonishing music. I deliberation the aforesaid for the Indians – what’s happening with Indian music, the powerfulness of these planetary platforms.”

Cohen continued to item the value of planetary platforms specified arsenic YouTube — which sees much than 2 cardinal logged-in viewers watching euphony videos each period — successful sharing Latin euphony with audiences worldwide, emphasizing the accidental to dispersed “Latin love” crossed borders and cultures.

Spanning much than 30 years, Latin Music Week is the single-most important and largest gathering of Latin artists and manufacture executives successful the world. Latin Music Week coincides with the 2025 Billboard Latin Music Awards, acceptable to aerial Thursday, Oct. 23, connected Telemundo and Peacock.