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

Lyor Cohen, global head of music at Google/YouTube, joined Billboard editor-in-chief Hannah Karp on Wednesday (Oct. 22) for a compelling fireside chat during Billboard Latin Music Week 2025.

Cohen reflected on his decades-long career shaping artists’ journeys and ushering in the digital music revolution. He offered invaluable insights into the evolution of music consumption, the impact of streaming on today’s artists and the importance of harnessing technology such as AI to amplify diverse voices in the global music industry.

When asked about the secrets to creating standout music videos, Cohen shared what he believes to be the most important thing: “Authenticity. Being genuine and finding your voice. A lot of people think there are shortcuts, and do this [signals a selfie] all day long. Being a real artist takes time. You have to love what you do. 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. All that fake stuff is going to get flushed out.”

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Karp probed further about “fake stuff,” prompting Cohen to clarify that those who ascend are those who are “thirsty for the human connection — and 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 added that “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.”

“Spain is the gateway to Europe, and everyone wants to get this Latin action,” he said, emphasizing the global potential of Latin music. “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.”

Cohen continued to highlight the importance of global platforms such as YouTube — which sees more than 2 billion logged-in viewers watching music videos each month — in sharing Latin music with audiences worldwide, emphasizing the opportunity to spread “Latin love” across borders and cultures.

Spanning more than 30 years, Latin Music Week is the single-most important and largest gathering of Latin artists and industry executives in the world. Latin Music Week coincides with the 2025 Billboard Latin Music Awards, set to air Thursday, Oct. 23, on Telemundo and Peacock.