How Lyor Cohen Built Def Jam, Reinvented Warner, Launched 300 + Reimagined YouTube Music | Blueprint
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- Опубликовано: 29 окт 2017
- From Run DMC to Roc-a-Fella, from DMX to Young Thug, Lyor Cohen discovered and broke some of the most prolific musical acts of our time at the helm of the biggest labels. In a conversation that spans his decades of leadership in the industry, he shares how failing as a party promoter led him to working for Russell Simmons, how he invented the 360 deal, surviving the turmoil of the business, and the feeling in his gut that propels him to this day.
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How Lyor Cohen Built Def Jam ? Are you fucking serious Complex? This is the main reason why people need to know the history of hip hop this shit is sickening.
History revisionists.
He did not built Def Jam!
Not even close. It was already the best rap record label in the business.
He was Russell Simmons lap dog.
@@battlevainexactly!! Lyor was just the guy with ALL THE CONNECTIONS.
He's a very mysterious man. I can tell this man is representing the bigger chiefs behind the labels.
@John Doe Bing.. "Wage war by deception" Destroying the morals of a demographic through "entertainment". The👿couldnt have come up with a better technique...
@@checktheplaylist101 demoralization is just step 1 of subversion.
@@checktheplaylist101 yep this is satanic philosophy at its finest
💯
spot on
The 360 deal is plain evil. This guy is a hard man to watch. He just oozes cruelty
Well Said
He's just a puppet too,
@DeadT.V he’s the puppet mater … been doin this since the mid 80s
@DeadT.V idolizing a man who has control and evil 🤦♂️ instead of tryna take em down
Lyor back in the day always came across good. The 360 deal from what I’ve heard has positives and negatives. Or maybe I haven’t heard everything in the industry
In the words of Mos Def "A tall Isreali Is running This rap shit'
Def jam started in 1984 lyor Cohen didn't come in the picture until 1988 how the hell did he build def jam
@@sceptertv Def Jam at this time would have been considered a small company in a relatively new artistic medium. Even though they were considered a smaller company at this time, they also had the two hottest acts in the genre, and in order to grow as an organization as Def Jam did - it sometimes requires an expert outside of those who founded the organization to do so. In other words, great art and businesses are created by a set of individuals collaborating among similar interests/goals with different competencies, artistic perspectives and inspirations.
@@tylermoore6186 and it was sold because of bad management
I think there was some deep esoteric lingo in this interview that went over our heads. He talks like this whole thing is spiritual.
He’s a genius.
@@puppetmaster706 he’s something that’s for sure. Puppet master comes to mind
@@tack3411 lol
It is the subliminal explanation of the jewish modest intelligence. To speak in synchronisation over corners. Their fluency is by fact and not by charisma or soul.
The “White Mans Code” of subtlety is COMMUNICATION.
The definition of a handler
U couldn't tell what sync up
Facts!
Only the Devil could tell you that a 360 make sense.
It is if your in it for the long haul. If your in it for the moment than your better off independent. We live in a capitalist society so all things unfortunately are commerce even love in this country. Don’t overdose on art and partying Learn the game and be balanced both music and business.
Start your own label, genius. You call people devils because you are incapable of matching their guts, intelligence, creativity and success. The man just shared an amazing bottom to the top story of success, including all his failures, and you come up "devil". Go build your own roster and develop it.
"The Tall Israeli".
whon said that?
he from israel lol
Steady Dippin' he’s from Israel, probably a child killer right? You’re a fucking moron.
FACTS. #freePalestine
HUH Clipz it's from most def song called the rape over
Lyor Cohen was the only one with a passport able to go on tour with Run DMC. If this is true, let's reflect on this, we lack organizational and development skills, we only have raw music, entertainment or physical skills. Without vision, any talent would only be very local and very short. We blame him or any other white guy for being a culture vulture. Let's blame ourselves for our lack of all of the above. He's just an opportunistic vicious businessman.
stop defending this behavior. it’s similar to saying big pharma are “opportunistic vicious businessmen” for getting people hooked on opioids. there’s nothing to glorify
🗣💯💯💯
He’s not white lol
You are high as a kite if you think he is vicious. He built empires for his artists and now he is transparently, humbly sharing his failures and learnings.
The Blueprint is the finest interview format I have ever encountered, although it is clear that sticking to music related themes and subjects limits its potential
In 2017 this dude had the balls to say that 360 deals are still a positive thing for artists...
They can be depending on the artist. However I do think for most it is not beneficial
They can be fork certain people it’s a hustle
They can be, people just started hating on them after the yachty-budden incident but they aren't always horrible, it's a give and take relationship
Nah they not good
It is.
Honestly Chris Lighty signed some of the biggest artists at Def Jam. He was under the guidance of Lyor but him having his ear to the street definitely did some heavy lifting in saving the label on a couple of occasions.
You are Correct !
Dude TOTALLY capitalized on this culture and is a SNAKE in countless regards. But he has some real shit to say and we can all learn from him. Don't deny that. Peace
So hes a snake but its coo? Nah fuck that
The devil is a very wise man.
Maybe, but is the culture what it is today without him?
💯
@@nathanwilson4521Real question would be is that a good or bad thing tho? Plus did not Lyor basically admit to promoting a toxic & genocidal culture thru artist & rap music for his own gain or profit?
I come back to this every few years and it serves as something incredibly inspirational to my growing career: more so when he says the industry will flourish when impresarios come back, and it indeed has since.
Maybe I’m tripping but a 360 makes sense an artist could not be the best selling but could be heavy on merch which keeps their career going at the label. Someone educate me if I’m wrong
how is the artist gonna make money tho
@@tredadon444 the artist definitely gets a portion. They gotta pay back what was invested in them and it can keep their career going
By giving the label a cut of merch and tour sales that used to be exclusive to the artist and the only way to make money?
You're not only wrong, you're dumb and never really studied about the music business.
No artist ever got rich on their record sales, it was always tour and merch, the only things the label don't get their hands on.
Meanwhile here you are saying it's a good idea to give them a cut there too...
Let's keep it factual and away from conspiracy or hate. In fact, i'll use Lyor's words. Of course Lyor is cryptic; I didn't expect anything less. But his word selection around the 20:00 min REALLY struck me. "Impresario" traces back to the Latin verb prehendere, meaning "to seize," similar to the verb apprehend. In the context of the 360 deal, and what we know about Lyor, his word selection seems to be no coincidence.
Also, he describes the impresario as "the unemployable." (Min. (20:10)) Perhaps he does so because you can't hire the master who owns all the content if he's sitting at the top with his "unique point of view." I thought, hey maybe it's a stretch until he described his work as a "shepherd" to the artist (meaning the artist are sheep), and used words like promised land. Again, very cryptic, which he takes pride in (15:00). "Building the basis" means that all the artist are doing the work and the impresario is reaping the rewards at the top like a pyramid scheme. It's funny, because yes, it's different this time. It's not about race. Min. (21:25). Anyone (like the catch me outside girl) can be owned solely because everything to their name as an artist is owned via the 360 deal. The name says it all.
Lastly, his "ringing the bell," or "activation," which a declaration, comes at an interesting time, especially since Lyor doesn't show himself in the spotlight too often. Is it a weird that many artist (especially Jay-Z during that tidal event) are declaring that it's time to own their own material/property, or buy back the block? Essentially, the new slaves are creatives who don't own the rights to their work. I hope this insight helps any upcoming artist before they sign a contract.
Donations:
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Complex, hire me.
well explained.
Well said
yungmango you ain't shit and that was a lame ass interpretation... Y'all Internet niggas are stupid armchair philosophers
🧐😂
It was good until you started asking for donations lol you're just as greedy as him and would be the one to sell your soul
He didn't build Def Jam. Russell Simmons and Rick Rubin did.
Epic work, I've watched this interview about 6 times... I will dedicate my life to produce interviews up to this standard and better.
👏👏✊
Exactly. I took a screenshot of the setup when they showed the lighting and camera angles on the director's monitor at the beginning.
@@faithhouse6111 stuff like what you just commented will get you far in the video and film business. Keep at it.
That's the slave master and complex just hyped him up
Hahaha.
Complex ain't shit it's clearly run by the same type of people lyor Cohen is
killin890 it's hip to be a victim of ur black .it's kinda pathetic
This guy is involved with RUclips too
and they hired Noah over at Def Jam under Rosenberg. More to follow.
Making a 360 deal sound like a great idea I’m sad 😞 already
lol he did, and it could be good depending how you look at it
It is a gift and a curse. If there weren't any tho, there would be like 5 big rappers these days
Not true. Independents are winning despite label involvement in the industry. Some of our biggest acts were pretty notable before signing any deals, like Chance, Drake even, Kendrick. A lot of the artists now were big before/without the labels 360 deals.
It's not a bad thing if you know how to do business
Back in the 80s and 90s they were no 360 deals he invented that as way to rape artist.
To find out who rules over you, simply look to who you aren't allowed to criticise... ye knows
Lol i wasnt good at school > ends up working in a bank as a financial analyst .
jewish swag
Don't you know that most job hires, fires and promotions are subjective?
They get a leg up, look into Epstein's story
@Logan Stroganoff Exactly.
Most of these elite folks have fake childhood stories.
Ask him what his stance is on black privvilage, black people success. Ask him what role he played in seperating Daime Dash and Jay Z
Rich people privelage . The only type of privelage that's real ...
Lwazi Sijaji 🤣🤣🤣🤣
No such thing as black privilege
Didn't know much about this cat until today, but he doesn't strike me as a particularly honest person. I do believe history will judge him though...
His explanation of 360 deals was so twisted. 360 deals only means the label pulls revenue from every income stream that an artist has as opposed to only from record related income. It in no way helps the artist "yield more" as he suggested. It only takes away from the artist. It also did not come from any kind of "focusing" or "strategizing for a better batting average" it purely came from an "act of desperation" (which he is apparently very familiar with) to get more money because they were unable to move quickly enough and keep up with changes in record distribution. Unfortunately labels are demanding it and artists are agreeing to it.
"the trade of for an artist is that you don't need to hit on the first record"..."we're aligned in the long term success"
Not having a hit on the first record only means you are of no risk to the label if your record is not successful because not they will pull their money from your other revenue streams. Which also means it's not a priority to them anymore to make sure your record is a success. Besides, in record deals, artists are bound to the label deal no matter what, but it does not go vice versa. The label has no guarantee to release music whatsoever. At the very most, all you can do it have them drop you if they choose not to release music. 360 deals are only bad for the artist.
well said
BYRAM The 360 deal was born out of the music streaming and peer-to-peer song theft that killed revenue for labels. The artist was not hurt at all from lost sales, especially when the hit songs propelled the brand. Roc-A-Wear sold for almost a half billion dollars and Def Jam had no claim to any of it. They did not like that. I believe 360 deals are not inherently bad, but they should be structured such that a label can only tap streams the helped develop and/or secure. Artist and Labels should be a partnership as opposed to a pseudo employee employer relationship. Even when an artist can get a release, the artist ends up having to pay off the debt of label A’s contract, while taking points from future projects they do not bankroll. Yet they will release the songs they have recorded after Label B releases a successful project. Its a nasty business which is why i got out of that game.
williemo44 and that's why now and not people are going independent. Keep defending the majors. Change is happening
SeanDaDon I wish you all success. Thanks.
Technically, it does more for the artist because since it is a 360 deal and the label does take revenue from every avenue, the labels will create more avenues to seek finance and profit from. I get your point in terms of it takes away from the artist and it does indefinitely but it does give the artist more opportunities not to make more money but to put them in positions that otherwise would've never been unlocked.
Amazing interview so much gems in Lyor’s playbook.
"blame the persona" not the person.. that is epic!!
He invented the 360 DEAL, nuff said. thanks DARTH VADER, (the ARTISTS ENEMY )
What?
Boy are you wrong. It's ideal for some artists. You don't have to develop a career and a brand. Go release your debut album on your own dime and see how it goes.
You literally looking at a demon
Lmao lol dfl lls hahahaaaaaa!!!!!!
facts.
Wegi wait why tho wha he do
Jay The Flower Child I'm laughing violently.
very true
Wow. Sensory Overload. If this interview went over your head, it's supposed to✌
KayFlowidity right
This whole damn video all i could think of was how did god make a 6foot 5 jew with a size 7 shoe with a head the size of a cinder block
Thank you for the great interview! Noah brings the best out of his guests.
Y'all sounding like cube when he made " no Vaseline" 😂😂😂😂
I don't like him, but he had a part in making the best fighting game ever. Which is Def jam fight for new York. I still play that shit lol
Childhood memories with that game 🎮
Damn Memory lane
Hard to love Lyor but he has good advice and wisdom.
Nelson's Army1 stfu and bring the Hero N
• •big•uzi•horizonal• a muthaphuking classic, I've been looking for that shit
what was up with that ecuador/ shrimp part lol
hahahah i know right, it was so random
It just shows that he had a business mentality with everything
He was trying to explain his journey from the previous question (what were you like in high school?) to how he got into music. But the interviewer cut him off and jacked up the vibe for a moment.
Lazy Healthy Dude it was the Jewish part of him out there money to be made hes doing it
He s talking in code he really talking about that coca leaf🤣🤣😋
One of the best interviews on this channel. A very deep person. Many insights. I will use the last phrase as my motto. Truly inspiring.
he was playing chess while everyone was trying to learn to play checkers
savage
this was my Eye opener with Knowing how to in all Bizness adventures. a Blessing....
IRV GOTTI IS THE ONE THAT BROUGHT DMX JAY and JA to def jam... Lyor didnt
correct but u know a black man cant find anything bc they already have it only some1 like him can bc they dont know of it its all bullshit
and DMX
Good interview but I can't believe he tried to say a 360 deal was good for everyone! The Artists get ripped off!
Club Medder he's selling a dream. It's good for them not the artist. Stay independent
It's worked for plenty of rappers...Most mainstream rappers are either in a 360 situation TBH!!! But you have to strike early with the audience on ya first releases!!!
it really depends ... for an a person with "fame" who is trying to play the role of an "artist" like the catch me out side chick ... 360 is great for her ... cause she captivates an audience but i doubt she will ever really sell records ... so a 360 will keep her working vs the old school way where she NEEDS to sell in order to stay on the major .... as long as she can generate views and streams her job is done .... but for a true artist who really has the power to create ... they would be seriously sellling themselves short by signing a 360 deal especially an artist with leverage ... if the artist is virtually unknown ... it maybe debatable on wether or not thats a good idea ....
Yeah that's the point....TBH you don't need to sign with anyone!!! Chance the Rapper proved you can acquire industry connects (with no signing with labels) and promote with brands that will pay for artists with an audience. He won a Grammy as well with no physical releases on the shelves either SMH!!! You still need a good team and investors to help fund these things but its possible!!!
plan strategize and execute !! thats all it really takes ... and with the internet as another platform it just makes it even more possible for the guy who doesnt have a big budget but still trying to have a national, international, global approach to thier business ....
This is one of my
Favorite interviews ever. He is very intelligent
Conrad Murray ofc he is, but does he use that intellect for good or evil?
Cool video WORLD Cool video planet well he created a hip hop empire which we all love
Conrad Murray no, he created a hip hop empire built off 360 deals and promoting violence in the black community
He's like the Henry Kissinger of the Music Industry 👀
Good one.
You're like the Adolph of this comment section.
Build Def Jam ? Russel Simmons and Rick Ruben built Def Jam
He built it with them for them in many ways, he was there every step of the way. I can't stand them but its the reason why Def Jam made so much money. Lyor Cohen was a intragal part of building it, brick by brick its clear you were not there. You don't know.
It was started by Rick and Russell and Ad Rock helped them find talent like LL Cool J.......Beastie boys left DJ cause they even said Liar is a snake.......Better check your research.......
Sojourn RnR you do know that he was running the business and that a different job and even bigger than the artist at times
@Sojourn RnR just by the way he drssed i can tell he dont know shit about hiphop culture these white folks want to be black so bad its pathetic
I hate lyor over the rocafella shit But Russell Simmons Rick Rubin and everyone that was at def jam early In has states lyor played a big part in def jam’s success and one of the biggest moves he made was signing warren g when nobody wanted to and he ended up going Double
Platinum in 1994 -95 when LL sales were starting to decline
Damn, this dude is playing games.
Beautiful Interview
Cheers to the impresarios out there. Hey Lyor if you're reading this, thanks you for the nuggets of wisdom.
WE5LTH what did u learn from this?
I see he understands and knows when to let go of whatever he's not seeing will benefit his future. When he's done. Lyor's done.
The right place at the right time.
These are great interviews.
thank you for the insights
This dude is smarter than 99.9 of the people hating 😂
Sojourn RnR Your in the RUclips comments doing nothing, he’s sure.
Add 0.1 % to that too
What we do know about this is scary, what I don't know is terrifying.
Inspired, inspiring and uplifted.
This nigga said the same thing at the breakfast club bout his pain like bro every time u feel the pain there’s never anything going on
You Noah, bring the very much needed segment that everyone needs to hear and I thank you for that. You are also a great interviewer and good listener. From my heart, I appreciate you and look forward eagerly to your segments. I smell an award in the near future. Props. All the best, RAYTONA $ickWid'It Records @Raytona500
Def Jam was already built he didn't do Shit but ruin it. This guy is the reason why Rick Ruban left he knew what he was going to do to def jam. Turned ol Rick into a meditating guru
Pointing the wrong and evil in people doesnt make you anti semite
this series is so dope
amazing video. real gems were dropped
He's exploitative, just like any record executive ever...Regardless the musical acts that we all love don't exist without exploitative people like Cohen, Ivine, Diddy, Suge, Prince, P, Gordy, Motolo, Davis, etc...
No no no, those acts would exist. Just not on the scale that they are on now.
@@ifheavenwashuman so basically meaning they wouldn’t exist in OUR eyes. But them for the local scene they’ll be relevant.
@@C1K450 Not necessarily
You’re looking at the music industry when you look at Lyor.
Disgusting
Culture Vulture!
min 8 you can see Gilles Peterson in the photo legendary radio dj from BBC6 and one who started Talkin Loud Records and got The Roots first shows in Europe in 1993/4
Music at the end credits?
Don’t hate the player. Hate the game. Blame the artists still signing to him and not the guy signing them. You people hate him him because you ain’t him. Why don’t these artists sign to Dame if Dame has all the answers?
The way he carries himself reminds me of Gene Simmons
Greatest thing I've watched all day
The music built def jam the artist !!!
The Harvey Weinstein of the Hip Hop industry!
vmm12 men and women*
Men and women
Trippiiinnnnn
Lyor did none of things.
Just think, the man everyone is commenting on also has ownership in RUclips, controlling the narrative.
This kid who does these interviews is very good...
There is no way to fake innovation and the ability to bring value. He's where he's at because he earned it...
There's a way to harness a culture, bottle it & sell it...
For personal gain.
@@33bb33bb that's called business and your either smart enough to do it or your not
@@rafiz8523 Surely...
I'll only "call out" those with malicious intent. That's the problem, not business.
Culture Vulture- Dame Dash
Why?
kyle lamar im trying to find the direct correlation between the two
The devil himself
Mike Varga of course it was, but that doesn't change the fact that Lyor had and still has a hand in promoting said negative aspects of it
so because a bloke was a road manager for a rap group and wanted to promote his artist and make them successful, he is to blame for the negative outlook on black culture?? Thats so fking dumb. I dont know if ur black or not... but this is just such an easy excuse and way to shift blame
Bruh regardless of him pulling strings or not. Yall haters just mad cause he did it first.
.. fr!ghtening personal!ty ..
Highly respect
Guy said “ there was no barrier for anythin” easy to say when you’re a Jew 😂
Lol, I knew these comments would be insane. Great interview
Kade you realize that most hip hop fans are white now, right? A lot of white kids buy hip hop albums and go to shows more than black kids. If you "kick out the Jews" you're just being a racist moron. why don't you start a label? why don't you become a manager? the truth is because you don't know anything about business so you'd rather just be anti semetic in RUclips comments
sincerely,
a jew who loves hip hop
@killing softly: I'd like to see more people responding to your comment. Especially in light of the new, even more grotesque flavor of Social Engineering that "hip hop" is becoming... the new generation of "artists" who resemble zombies teetering on the edge of the subhuman. Was this a "movement" that developed organically or is it manufactured... and why? Lyor Cohen affects to give "mad props" to the Greats but he's pushing this repulsive crop of talentless zombies and freaks... there would appear to be a contradiction there.
the 7th minute...Powerful!
I respect that he not down with Lean n just go with da flow
No matter if you like him or hate him, he gave away gems
If you read between his answers, he’s telling on himself.
amazing vid!! Wowo
*_good for him_*
He looks like a giant mike pence
Connoisseur Sauce 😂
27:25 🙏🏽
I want more !!!!!
this guy is a good interviewer
The devil himself
Fiasy Piage damn you a hater lml
He's not the devil but he's an asspuppet of Satan for sure.
true. how tf these rappers sign to him Lucifer himself
Wegi in a contract using their own blood to sign
Wegi .....and there's more disgusting things they need to do to pledge their alligence that I won't type because of how disgusting it is .
to me the strongest statement of the whole interview ... 'there is a whole lot of luck involved with this stuff'
What is the music playing on the background in the first 3min of the video?
?
The fact Young Thug went on that streak around the time he went under the monicker of "Jeffery" is interesting considering hearing what Lyor had to say about the personas and Rico/Flav. Almost like his bond with Thug was strong enough or something. I dunno Im high lol
Lots of gems 💎 I like this guy
Artist don't need labels anymore because of streaming
John Murphy getting paid less than a penny/cent
love this video. he is very intelligent
I swear #5 was gonna be exactly the first part of the quote lmao
Love him..hate him.. Lyor is a smart man. He’s responsible for a lot of hip hop artists, labels and movements. Because he’s Jewish doesn’t make him a “vulture”...last time I checked Birdman has a lot of issues and lawsuits against him from Cash Money artists and producers. Does that make him a vulture? How bout Suge Knight? Think about it. Numbers don’t lie, look at Lyors resume.
yes birdman is a vulture too
This blueprint is just bizarre.
This guy went to college with some pretty cool people
Lyon Cohen has some beautiful ears for learning ear art