YouTube Unveils New Artist–Fan Tools at Made on YouTube 2025

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At the fourth Made on YouTube event held on Tuesday, September 16, 2025, Lyor Cohen, YouTube's Global Head of Music, announced new tools for artists and their top-performaning fans to connect more personally by rewarding fan loyalty.

These tools comes along with three features for fans and they include:

  • Fans pre-saving an upcoming album or single and watch a countdown timer as the release date approaches.
  • Artist can share videos of appreciation, as well as clips of behind-the-scenes content, with their dedicated fans 
  • An exclusive merchandise drop, launched as a pilot program and available only in the U.S., providing fans the opportunity to be among the first for exclusive artist merchandise

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