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YouTube hires legendary music executive Lyor Cohen to strengthen ties with artists
As the battle for exclusive albums and access to artists heats up in the world of streaming music, YouTube has signed an industry legend to help cement relationships with the musicians who publish on its platform. Lyor Cohen, who as head of Warner Music Group in 2006 did the industry's first licensing with YouTube, has now come aboard as the video giant's "global head of music."Cohen laid out his agenda in a letter to the YouTube Music team. "First, helping the music community embrace the technological shifts we're seeing in music today so we can help take the confusion and distrust out of the equation. Second, building on the great work you all have done to help the music industry and creative community break new songs and artists to YouTube's audience of over 1 billion fans. From building on the success of the YouTube Music app, to shining a light on emerging artists, I believe our potential to strengthen the industry is massive. And third, I hope that together we can move towards a more collaborative relationship between the music industry and the technologies that are shaping the future of the business."