While it is not clearly stated what the position entails, we have noticed two opposing online views.
In a post from “Recode”, it is implied that Cohen’s involvement is to help improve relations between the video sharing website YouTube and the music labels, as artists have been addressing the fact that they do not get paid enough from YouTube which shares theirs videos.
“Recoded” published this part of a message In a letter Cohen addressed to his new YouTube employees, saying he wanted to help “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” and “move towards a more collaborative relationship between the music industry and the technologies that are shaping the future of the business.”
300 Entertainment is the label to which artists like Fetty Wap, Young Thug, and Dae Dae are signed, confirming Cohen is already among the shift in the music industry.
However, another perspective is YouTube’s announcement forecasts another transition, more regulation in the music industry in a time where many are opting to be indie artists and deeming major labels unnecessary. YouTube is a a major part of their alternative route.
“The industry is regulating itself. It’s about to go back to being a hard road for artist to be heard. All this technology they (the artists) have taken for granted is about to be taken,” says Cherrell Rene Communications Strategist at Kreative Kollective.
You don’t have to be in the music industry (like moi🙋🏽) to know how significant of a platform YouTube has been for aspiring artists, especially indie artists. Whatever YouTube and Cohen are about to do, we believe will be big.