Lyor Cohen, Businessman

Moving to New York City in the ’80s: A Crazy Ride

Moving to New York City in the early ’80s was a crazy idea. The Bronx was burning, the AIDS epidemic was just beginning, and unemployment was at an all-time high. But guess what? Lyor Cohen, now 63, saw opportunity in the chaos. This guy knew how to make things happen. Working as a road manager for Russell Simmons’s Rush Productions, Cohen eventually went on to manage the label, become the head of Def Jam, and sign a treasure trove of big-name artists to their major debuts. Talk about turning lemons into lemonade!

With hip-hop celebrating its 50th anniversary this year, it only makes sense to call up Cohen, a guy who worked behind the scenes all these years. After all, Cohen changed history when he brokered the deal to strap Adidas on Run-DMC. As JAY-Z once rapped, “I’m not a businessman, I’m a business, man.” Well, Cohen taught him a thing or two about that business. He also gave modern rappers such as Migos and Young Thug their first big break, continuing a legendary streak of signings that includes, but certainly isn’t limited to: Public Enemy, Slick Rick, DJ Jazzy Jeff & the Fresh Prince, Eric B. & Rakim, De La Soul, A Tribe Called Quest, and Ludacris. This guy has an eye for talent!

The Golden Age: Just a Bunch of Bullsh*t?

So, what does Cohen think about this big anniversary? Brace yourself, because he’s not one for nostalgia. “The Golden Age is a bunch of bullshit,” he says. Now that’s a bold statement! Even for a guy who was there for it all, he’s not romantic about the past. Cohen is all business, as he’s always been—constantly chugging forward. “As long as the kids feel moved, that’s the Golden Age,” he says. “The moment you start thinking or talking about a Golden Age, you’re putting a clock on yourself.” No time for golden age daydreaming, folks!

Cohen isn’t wrong, but that doesn’t mean he’s short on stories. Picture this: a Public Enemy show at the Ritz that an 18-year-old Mike Tyson attended. “The floorboards of the theater felt like they were going to give out at any moment,” he says with a grin. Oh, the memories! He even recalls attending Live Aid in Philadelphia, where he’d never seen so many people in one place. And let’s not forget about the mentor who shaped his journey in the music business, Jam Master Jay, whose loss he still mourns. Behind every successful person, there’s usually a wise mentor nudging them in the right direction.

Hip-Hop’s Evolution: Young Thug and the Wake-Up Call

Though hip-hop’s 50th anniversary is certainly a major milestone, the genre has evolved so much over the past five decades that even some of today’s hitmakers are clueless about those who started the party. Can you believe that Young Thug, the modern-day crooner, had never even heard of Run-DMC until Cohen signed him? That was a wake-up call indeed! It goes to show that hip-hop is 50 years young, and there’s still so much to discover and learn from its roots.

But wait, there’s more! Cohen shares more stories from his time in New York in the early ’80s, the secret key to signing an artist, and why his current gig as YouTube’s Global Head of Music is the perfect way to chronicle hip-hop’s history. This guy is a walking treasure trove of knowledge.

The Journey of a Businessman: From Faking It to Making It

“I felt like I was this kid that really didn’t know anything,” Lyor Cohen tells HotSamples of his early days in the music scene. “Faking it till I was making it.”

Let’s take a trip down memory lane with Cohen as he reflects on those early days in New York City when everything seemed uncertain. It was a do-or-die moment, a time of survival. The city was tough, but it was also a moment of inclusivity, bringing people together from all walks of life. Cohen was just a kid trying to find his place in the music industry, faking it until he made it. And boy, did he make it!

The Artist Search: Finding Gold in the Heart of Their Homes

When you were out searching for artists, what were you looking for? Cohen spills the beans on his secret sauce. He never signed an act unless he went to where they lived, where they put their head down. He was on a mission to find those hidden clues, those glimpses into an artist’s soul. It wasn’t just about the music; it was about understanding their upbringing, their inspirations, and even the support they received from their families. Cohen was like the Indiana Jones of the music industry, searching for the truth behind the artists he signed.

From JAY-Z to Professor Griff: Mixing Business with Respect

Do you remember the first time you met JAY-Z? Cohen shares an interesting encounter with the rap legend. What struck him about Jay was his curiosity and storytelling abilities. Jay had a unique talent for connecting with his audience, transporting them to different experiences. It was evident from the beginning that this guy was destined for greatness.

Being a white Jewish guy, like Cohen himself, did he feel like it was tough to break into the music scene and prove his respect for the culture? Cohen opens up about his experiences, tackling misconceptions and stereotypes head-on. He never had a funky moment where he felt singled out, except for a couple of rare times. He firmly believed that the essence of being Jewish is education, and he made sure to correct any misunderstandings along the way. Respect and knowledge were his weapons against ignorance.

The Journey Continues: No Room for Complacency

“You put the same 100 people and you make them freezing cold and desperate, there’s a much bigger pattern of behavior.” Cohen shares his lowest point in the music industry and how he survived the cold. We’ve all had our moments of doubt and uncertainty, and Cohen is no exception. When things weren’t going well, when his artists weren’t successful, he had to dig deep and find the strength to push forward. He learned from his mistakes and constantly pushed himself to grow. No room for complacency in his world!

And finally, YouTube’s FIFTY DEEP campaign comes into play. Cohen opens up about YouTube’s role in preserving hip-hop’s history and contributions. It’s not about flashy celebrations once a year; it’s about celebrating rap music every single day. YouTube serves as the historical memory bank for this incredible art form, providing a platform for artists to showcase their talent and share their stories with the world.

As the interview concludes, one thing becomes clear: Cohen’s journey as a businessman, mentor, and music lover is far from over. There’s no looking back because he’s always looking forward, embracing the curiosity and joy that come with each new day. The pursuit of greatness doesn’t come with a period—it’s an ongoing adventure.

Oh, and don’t forget about that epic deal between Run-DMC and Adidas, which Cohen helped broker. It was the first endorsement deal between a musical act and an athletic company. Talk about making history!

From faking it till he made it to shaping the future of hip-hop, Cohen’s story is one for the books. So, next time you’re feeling doubtful or stuck, remember his words: “The pursuit of greatness doesn’t have a period.” Keep pushing forward, keep embracing curiosity, and who knows where it might take you.

Lyor Cohen, Businessman