Befitting YouTube executive Lyor Cohen‘s background as a top hip-hop manager and record mogul, many of the “Made On YouTube” features announced Tuesday (Sept. 16) at an event in New York are focused on musicians’ needs. Beginning later this year, artists will be able to share behind-the-scenes video content, countdowns for new releases and “thank you” clips to fans, as well as participate in a pilot program for selling exclusive merch to prolific viewers. Plus, they’ll have access to new tools, many involving AI tech developed by YouTube parent Google, to help generate song ideas, video sketches and even entire works.

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