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YouTube's Head of Music Lyor Cohen announces plans to merge Google Play and YouTube Red

Could this be a game-changer in the streaming wars?

Though services like Spotify, Apple Music and Tidal have dominated the streaming conversations lately, Google seems be ready to make some waves in the streaming world with some assistance from Lyor Cohen.

A few days ago, the New Music Seminar hosted the “Where Does Ad-Supported Music Fit in the New Music Industry Ecosystem?” panel. Industry bigwigs from iHeartMedia, Pandora, Warner Music Group and SoundExchange joined the former 300 boss in discussing the current state of the music streaming business. Cohen - YouTube’s first Head of Global Music - was questioned about the popularity (or lack thereof) of YouTube Red amongst current music streamers.

“The important thing is combining YouTube Red and Google Play Music, and having one offering,” he said, as he confirmed speculations that YouTube’s parent company, Google was preparing to condense the two services.

Cohen went on to say that he believes that a necessary component of launching successful streaming services is working with record labels, and “not just making deals and going away and seeing how it works.” Known for his colorful commentary, the YouTube executive also drew a comparison between building a streaming service and the UFC.

The Verge reports that Google has been “evaluating” its music delivery methods and committed to offering a quality experience for subscribers, partners throughout the music business and artists themselves.

For now, current subscribers of YouTube Red are already allowed access to Google Play Music and vice versa. Those who aren’t too familiar with either service or the major differences between the two can learn more here.

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