Asked what advice he would give to up-and-coming artists in the industry, Cohen said that people who work in the industry tell artists they should always be on. The Prize was founded by her father, ABBA manager Stig Anderson, in 1992 to honor the world’s greatest pop and classical musicians and the Polar Talks were added to the agenda about a dozen years ago.Ĭohen’s interview kicked off the Talks as he answered questions about his life growing up and his current work at YouTube. Their appearance was part of the Polar Talks, a day of conversations annually based on the theme “the power of music,” according to Marie Ledin, managing director of Sweden’s Polar Music Prize.

To learn more about the creative process in making these Shorts, the amount of time it takes and how Lyor’s Shorts always look so professionally shot (Spoiler Alert: They are shot on a smartphone!), I decided to chat with YouTube’s Creative Studio Director, Christian Haas, who has been working hand in hand with Lyor to create some of his most epic Shorts from ‘ 80 million subscribers on YouTube Music & Premium,’ to ‘ Running Up That Hill,’ and the ‘ #TSAntiHeroChallenge,’ to name a few.Īhead of our discussion, I was prepared for big production numbers and huge shoot windows to get them done, but in fact, it was the opposite.Lyor Cohen, global head of music for YouTube and Google, and Diane Warren, songwriter extraordinaire, took the stage of the Musikaliska Kvarteret theater in Stockholm on Monday (May 23) to be interviewed by Swedish journalist Jan Gradvall. It’s become a tradition for Lyor to create a fun, theme-based Short as part of his newsletter and today’s defintely marked this moment in time for what Shorts have done for music and artists on YouTube so far. These updates and more can be read in Lyor’s full newsletter here. This means fans on Shorts are NEARLY DOUBLING an artist’s total reach, so they can spend more time doing what they do best, which is making great music. In a newsletter shared with the global music industry earlier this morning, our Global Head of Music Lyor Cohen shared that in January 2023, fan-created Shorts increased the average artist's audience of unique viewers by more than 80%.

Today, we are redefining what reach means for artists on YouTube.

Youtube cohen