Global Music Head Lyor Cohen Talks Latin Music on YouTube
Latin is now mainstream. On Billboard's new Global 200 chart, Latin music is the top core genre in the world, and the third overall, behind only rap/hip hop and pop.
A big reason for Latin music’s global success is YouTube. The platform has been singularly friendly to Latin music and artists, and at any given time, 30% of all the tracks on its top global charts feature Latin artists. In an exclusive interview, YouTube's global head of music, Lyor Cohen, explained how Latin music has triumphed on YouTube and what other genres can learn from it.
Here are five takeaways: