That move came after years of contentious relations between YouTube and the music industry over its comparatively low royalty rates, a situation not diminished by Cohen’s at-times notoriously combative demeanor.īut YouTube has since worked strenuously to be “a partner” to the music business. Yet by any measure, the growth is remarkable and comes in tandem with a years-long charm offensive aimed at creators and the music industry.Īfter a couple of false starts, YouTube Music and Premium launched their subscription services in earnest in 2018, around 18 months after music chief Lyor Cohen joined the company, following his many years in C-suite positions at Def Jam Records and Warner Music, as well as 300 Entertainment (which he co-founded and was sold to Warner for a reported $400 million last year).
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