Lyor Cohen On Building Def Jam, Untold Stories, 300 Ent, DMX's Rise, AI Music & More | Drink Champs

Legendary music executive #LyorCohen joins N.O.R.E. and DJ EFN on #DrinkChamps for an insightful dive into his pioneering career and big visions for the future. He goes in-depth on discovering DMX's genius and building Def Jam into a hip hop empire in the 80s/90s golden era. Lyor also discusses his entrepreneurial success with 300 Entertainment, passion for fighting cancer in the black community, and responsible preparation for AI's impact on music.
With plenty of never-before-heard stories spanning from Run DMC to Jay-Z, he provides a rare insider history of hip hop's evolution from subculture to global phenomenon. Lyor offers hard-earned wisdom on assembling championship teams, balancing art and business, as well as the importance of social impact.
-Find REVOLT on TV here: revolt.tv/providers
Stay connected with REVOLT here:
Download our app for more exclusive content!
revolt.onelink.me/7Lb8/e6zon0g1
+ Subscribe now: bit.ly/REVOLT_Subscribe_Now
Website: www.revolt.tv/?YouT... (Surf)
Instagram: / revolttv (Follow)
Twitter: / revolttv (Follow)
Facebook: / revolt (Like)
Text us! Someone from the squad will text you back. my.community.com/revolt
Snapchat: Revolt.TV (Add)
TikTok: REVOLT
About REVOLT :
Launched by Sean "Diddy" Combs, REVOLT.TV is #1 destination in hip hop. Focused on expertly curating the best of the best in music and engaging youth in social conversation, the multi-genre, multi-platform network offers breaking music news, videos, artist interviews, exclusive performances, and original programming. Artists REVOLT.TV covers include: Joe Budden, Drake, Chance the Rapper, Jay-Z, French Montana, Lil Wayne, Puff Daddy, Diddy, Future, Rick Ross, Remy Ma, Nicki Minaj, Beyonce, Rihanna, Lil Yachty, Kendrick Lamar, Kanye West, Solange, and many more.

[@sulivelasco8938]

The takeaway quote from this interview Lyor Cohen "I'm greedy "

[@freshmoney6597]

Amazing how Nore doesn't cut Lyor off when he's talking 😏

[@wokeup1969]

Because they are subordinate to him💯

[@monsaiipalmer]

When massa around u can't really do too much 😂

[@DeeMaxum]

Because nore is not truly self-aware.... Some of the knowledge he has is surface layer but that's where it stops...

[@QstormtheGod]

@@DeeMaxumu know him personally?

[@ronm3034]

Lol I didn’t notice that til you said it

[@JoeyP1]

The inventor of the 360 deal 😭😭😭😭

[@OKANjarrod]

The definition of a vulture.

[@RampageYI]

Doesn’t the 360 also involve the look you wouldn’t get if you wasn’t on a 360, for example if I get a cut of your shows I’m going to put more effort into you getting shows, better shows and higher paying shows.

[@JoeyP1]

@@RampageYI yeah only for bigger artist that happens but regardless the label gets a cut

[@RampageYI]

@@JoeyP1 I'm having a hard time seeing the problem. If you facilitate brand deals for artist, shows, merch, sponsors and other things the artist could go do themselves but choose not to then you should get a cut for that.

[@JoeyP1]

@@RampageYI absolutely but what about touring, merchandise and royalties the label gets a cut from that too and they have nothing to do with it lol that money should be for the artist

[@Momo-py7dv]

Give this man some poisinous flowers

[@wononetwice]

Immediately

[@Damon_Fall-Guy_Mitchell]

You all need to hear , the Funk Master Flex segment, about how Lyor cut Dash all those checks, that made him the Cake-a-holic.

[@tmat2024]

Yep! He's a long legged devil!

[@MrBigkurt77]

All I can hear is Irv's imitation of him: "So Jay. You cool with the 3way split?" 🤣🤣🤣

[@jasonborjas1187]

DMX the pick of litter 😆

[@lakngs2134]

😂😂😂

[@thedfferencetab1977]

@@jasonborjas1187bruhhhhh i had to sign in just to come laugh @ this comment 😮‍💨😂😂🤣🤣🤣😭😭😭 i’m like i know somebody else gon say it… 😅😅

[@chris-cy5ed]

😂😂😂

[@PhillyAtl]

That was classic

[@TheSstretch68]

“PEOPLE LOVED X THAT THEY DIDN’T LET EARL SIMMONS LIVE” That’s the realest ish I heard about X.

[@ampleryfilms]

Some guests are allowed to speak without NO interruptions

[@haddingtoniangcp2464]

Dame on Lyor: "I wouldn't piss on him if he was on fire!"😂😂😂

[@rascalmania]

I wish all the pioneers of hip-hop were as rich and well off as this guy and his family and friends

[@reneb.2031]

Blame the artist for not managing their money right. Y’all say stuff like that but look how many artist actually took advantage of the money they made in music industry, like ice cub, snoop, Jay z, Dr Dre, Eminem, 50 cent. Don’t blame the guy who gave them an opportunity. Blame the person who blew their money and didn’t invest because they thought the money would never dry up.

[@rascalmania]

@reneb.2031 nah. I still got my eye on the people that kept the masters and preyed on people from low economic and low educational backgrounds and seemingly have no remorse for the continued struggle or for choosing to promote the worst of our culture over all the positive

[@lochnkey5216]

Knowledge of business is something we all should be blessed to have. But a very wise person once told me, "Everybody can't be smart."

[@jamescompton5977]

It's sad for sure ,but Mc Lyte said it best. Read them contracts and save yo money cause living in a Range Rover ain't no joke.

[@cactusjack2264]

⁠@@reneb.2031crazy you say this while mentioning some rappers that got taken advantage of like Snoop, Dre and Cube. Also, Jay Z was lucky enough that he didn’t need to sign with a major label but instead started his own label Rocafella with Dame Dash. So maybe you should get your sh!t right before posting a flawed comment like this 🤦‍♂️

[@sekou777]

Nore was on his best behavior 😂

[@nk-salinger]

that Earl Simmons talk almost got me into tears Rest In Peace Dog

[@shaggyajao5685]

I miss X so damn much mane!

[@Khp1983]

You know him ?

[@ConcernedCitizen420]

Thats what im saying how tf you miss someone you never met lmao

[@markjefferson4759]

Best part of this interview was the discussion about health care in our communities, especially the diets and screenings.. Super important and something we don't talk about enough 💯

[@urbanmdtv]

@urbanmdtv

[@aslamn7050]

Cardiologist danced around every question.. said a whole lot of nothing

[@LoPro-mf3xj]

whats that doctors name? i wanna agree but who am i cosigning

[@torrianmcgraw9317]

NORE SURE DIDNT CUT LYOR OFF LIKE HE DO THE OTHER GUESTS 😂😂😂

[@KingKratos79]

NORE knows not to piss off massa

[@munny_1206]

Is it a coincidence that Lyor is affiliated with KZbin and they are the streaming platform that pays artist the least per stream? 🤔 -Just Saiyan!

[@munny_1206]

@The-Lard310 you sound ignorant! Pressing your own cd’s can only touch the people you touch & that’s fine for artist who want to be local but if you want international success you need streaming. Those are the artists these corporations are mainly trying to target but it affects all artists sooner or later. It’s simple, people create music for other people to hear them. How do you get the most people to listen to your music or watch your videos? Let’s try and speak intelligently when come on these forums

[@samking3691]

He danced around that answer when he asked him is there a cure for Cancer 😮

[@choppskeeno]

ya got the king of the culture vultures up here good job 👏🏾

[@armaanchowdhury1690]

Is it really culture vulture when he made the culture bigger?

[@Fullmetaltracer]

@Andressa19-92yeah at the expense of morality and anything that could be considered decent human behavior 😂😂 your either dumb or self involved to the point you can’t form a real thought in which case that would also make you dumb so you must be an idiot just shut up from here on out do the whole world a fucking favor 😂

[@bbsbbsbbs]

Im watching you Nore, you cut off countless legends while they were talking but you do not cut this guy off.

[@jasonborjas1187]

Yup sell out 😂

[@billy_oceanovic]

You go cut your internet cable and get a job ! You watching people smfh Go watch your empty wallet, ya fucking bum 🤣

[@drusuno86]

Artist talk to artist different then they talk to the execs, same relationship you probably had if you were raised right when talking to your peers as opposed to your parents or school principal.

[@gatesmoney6821]

He help crafted Nore Career. It’s different levels of engagement

[@Huntski36]

Lyor is different Ain't nobody cutting him off cause he took people's families off the street

[@mackmal2413]

Dame gonna swing on Nore on sight for the intro alone😂😂🤣🤣

[@jamargoodman7003]

💯

[@wms5253]

It’s amazing what happens behind the scenes of the music industry. Thanks to Drink Champs for creating this platform to celebrate people and inform 👏👏👌❤️

[@MellLeemorris-oc5tm]

You are so fucking 👍right .... nore cuts😮 everyone off..... but not that Culture Vulture....wow....😢

[@karolisasinskas7331]

“If there were a shadowy Illuminati controlling the world of rap, Lyor Cohen would be its all-seeing eye, the man behind the scenes, pulling the strings of the most powerful players and reaping the benefits” - Complex. Sums him up pretty good.

[@epicwork3642]

It would be very good to have Dame Dash on immediately after this 😂😂

[@blackmoneyjones8645]

Won’t happen until they come to a peaceful ground….white boy got a connection in drink champs n KZbin

[@SoundMind.]

Ayo 😂

[@ronm3034]

It be good to have them on together

[@universalask]

@@ronm3034lol

[@nykkilee5880]

BIG FACTS ❤

[@stilllyte]

I appreciate this interview especially the cancer aspect. I appreciate DJ EFN for keeping with the topic in regards to cancer with more questions getting a very detailed answer from the Dr. Very dope interview. 10.14.23 est@1525hrs NYC

[@manuelpastrana1526]

He really said about Warren G, he wouldn't let him walk out until I pricked his finger. There you go, the blood oath.

[@wizkeyfilms3015]

Pure

[@SuperRomero25]

Great interview! This interview are the ones i love to watch….. i hate that its short!

[@wizkeyfilms3015]

How much you got paid to say that you're white right

[@Rizzlyricist]

I used to listen to all of Lyor's artists when I was 63, and now I am 13. This will forever be a classic.

[@RobertWilliams-qf4gs]

😂😂😂😂.... What??

[@detroithustle-n-business9671]

You're either dyslexic or you're Benjamin button😂😂😂 Cuz how you go from 63 to 13

[@TheWorkzBeatZ]

@@detroithustle-n-business9671😂😂😂 classic comment

[@CapCrunch589]

Wait huh?

[@specialbreedsb78]

Whoa! Bro.. gimme some a dat secret sauce yo!

[@cfvasconcellos]

160 varick I worked in 200early at a digital advertising technology leader and DefJAM was in that buulding ...grateful ..side bar I first visited 160 to see NoDoubt Label in 1998 and Redman was holding a baby blue pit 💙 I was Blessed and thank you to SBG, DEGAN, DANTE ...and the rooftop was real

[@bideriolivier1321]

They own you guys

[@fordaz86]

RIP DMX we love you forever!!

[@nme.00104]

🌹💐🌷😊🥰☺️💝💞💖💕🪷🌺💮🌸

[@ghoulsNgoblins]

That X story was heavy, fishing... Really just in his thoughts rip

[@ajamu4304]

Lyor signed the gems of hiphop: Slick Rick, DJ Jazzy Jeff & the Fresh Prince, Eric B. & Rakim, EPMD, Stetsasonic, De La Soul, and A Tribe Called Quest, Warren G, Redman & DMX!

[@88ntil]

Without Sir Cohen hip hop wouldn’t even exist!!!

[@SCARLEMSCARS]

You sound like you eat him out or something Lol

[@STFP88]

@@SCARLEMSCARS You sound like you like having your salad tossed 🤣🤡

[@Vitofrmda8]

Y’all got me Ctfu in the comments

[@SoundMind.]

@@SCARLEMSCARSThis comment is wild 😂

[@360Moan]

WE NEED REDMAN on Drink Champs! Again!

[@jmayburry6845]

This man's life is a movie for real.

[@liteupchillmusic6537]

Watching this interview made me go rewatch episode 41 with Lyor and Kevin. I was a Def Jam kid culture, music, comedy. Thank you Russel , Lyor , Kevin and all those behind the scenes at Def Jam . I think it’s cool how a podcast like this brings so many stories that you wouldn’t see or here anywhere else.

[@brucej.willson4764]

How are you thanking an Israeli that destroys the urban community? He's not a good person.

[@GillyOfficial]

I know a lot of people don’t like Lyor, but as a hip hop fan I’ll always respect this guy for what he did for hip hop from 98-02, grimey lyrical New York rap is my favourite era of Hip Hop, and that def jam roster that HE signed was everything to me.

[@politehammer9714]

So just state that... you don't care about how bad that he treated all of the innocent people who came to him to make a better way of life for themselves and their families! He's a wicked small-hat... Rev 3:1-9🔥💯

[@1tarikross161]

for what Russell Simmons empowered him to do?

[@anthonyarcanumsanctumregnu9551]

​@@1tarikross161before Russell it was Rick Rubin A white person is always at top!

[@chefs2go]

I refuse to watch this culture vulture!!!!! Fkm

[@Logos_Black]

@@anthonyarcanumsanctumregnu9551 Rick had respect... This guy killed rap

[@jamesstevens3630]

This was well needed

[@MylifeQweezoe]

been studying this guy for years along with the rest of the music industry

[@batteriesnotincluded4715]

And what’s your take on him?

[@MylifeQweezoe]

@@batteriesnotincluded4715 Ive jus always tried to understand his agenda in the music industry

[@ghostface6402]

@@batteriesnotincluded4715 evil

[@last_man_standing-to2me]

​@batteriesnotincluded4715 He's a problem, he puts his interest over the damage and prostitution of the African American community through commercialization and hiring people who promote drug use and murder to influence our communities. Honest take after months of study. He's Jewish and that's why kanye was so against the jews because this guy has been a problem. Not only that Lupe had a tough run in with this guy about contracts look it up, lyor basically said "why should I honor our previous contract if you won't sign the new one"

[@onkewakaba8274]

Why is this interview such an emotional moment for me...the DMX story, I mean everything and thank you to this legendary man Mr Lyor Cohen!!

[@FIELDRaw3]

That's why people compare him and Tupac so much their personalities was unmatched.

[@MrBcleezy]

Yes sir! Hip hop will always be important!

[@BonVitoNYC]

Remember watching the first lyor dc the day it dropped like 5-6ys ago crazy how much changed since then word

[@jayworship2724]

It would be dope if Nore just introduced a surprise guest in the middle of the interview, like "ladies and gentlemen here's Dame Dash" 😂😂😂😂😂

[@indosfinest]

One of the standout episodes on Drink Champs. I wish N.O.R.E. could have asked him about Chris Lighty.

[@mzicyss2008]

He did talk about Chris Lighty. Do you mean more in depth?

[@HEARTISTWORLD]

Look at his face and nose, we lookin at a vampire in the flesh lol

[@Momo-py7dv]

Nah he just a jew

[@r.a.8407]

Have to see this one just for the Lyor impressions alone lol😂

[@WilliamHHolla2009]

1 thing about Lyor is he has wisdom. You need a guy who’s focused on the checks & balances & not all the noise…. that’s Lyor. I dnt always agree with him but I respect his position.

[@AFTC]

No Lyor you're not using us to our destruction

[@rxchrrxch6457]

At 28:18 that deep thaught in your head about X he was the man to me greatest of all time!😢

[@MelvinMansoor]

Irv Gotti has the funniest Lyor Cohen impression

[@cameron_fairchild]

He's perfect with it and funny as heck!

[@JSINATRA5580]

That’s one of the quickest and best quit time for slime I’ve ever seen😂💪🏾⚡️

[@davidbutler5101]

This dude really said he pricked Warren Gs finger?! 😮

[@OXHAMMERSTONE_NYC]

🤦🏿‍♂️ it's a figure of speech, have you ever done business 😞

[@MrBcleezy]

Find your passion and live a good life. Exactly

[@mmou3878]

Anxious to hear what he says about building Def Jam. Because the tree started from Russell and Rick Rubin but he was there from the beginning. A lot of people made things happen there.

[@wizkeyfilms3015]

How much you got paid to say that you'reHow much you got paid to say that you're white

[@kinggriffey6430]

Great interview 💯💪🏽💪🏽 DRINK CHAMPS DON'T MISS

[@daggs3631]

Love this interview with Lyor! So much history and love from him. WOW, this amazing!

[@wizkeyfilms3015]

You're white right how much did Leo pay you to say that

[@cmillz6017]

Slippin N Fallin is one of the best rap songs of all time!

[@righteoussoul2640]

Agreed, along w/ “stop being greedy”

[@useyourthirdeye9083]

Slippin 👍

[@aquariusdrip7133]

I met Lyor back in 1995 when he came to my groups studio session when we were signed on Def Jam.

[@uncleTedK]

🧢

[@isaywhatyouafraidto]

@@uncleTedKyour life must be severely unfulfilled.

[@TheOnlyWhipp]

😂 did ya say 18:05 you pricked his finger...🤔

[@illegal2society]

Classic interview n info 💯

[@jasonborjas1187]

Dame DASH needs to come back

[@Sclass_Ent]

FACTZ

[@vantageballoon7706]

Nore is in with the rest of them making dame the bad guy

[@jasonborjas1187]

@@vantageballoon7706 yup nore looking for checks

[@abzda1700]

@@vantageballoon7706dame is the bad the guy just go read the court cases and civil suits

[@dennism7959]

By far the best podcast for valuable information coming from someone who wants everyone to succeed 💯💪🙏

[@wizkeyfilms3015]

You're white right how much you got paid to say that

[@dugreezythegod8422]

“I’ve touched more rappers “ deserves a pause

[@LuStevens]

Such a great interview

[@boomagoo321]

Russell Simmons & Rick Ruben built Def Jam Records !

[@TOPHITTA463]

Dope interview 👏👏👏💯

[@wizkeyfilms3015]

How much you got paid to say that you're white right

[@gdavis210]

🔥🔥🔥 Interview, definitely appreciated...

[@wizkeyfilms3015]

How much you got paid to say that you're white right

[@traciejennings2390]

Great hearing his take and perspective on the industry that is Hip Hop. Lot of wisdom and gems dropped here.

[@rodneywashington5606]

Can't wait to see what Dame dash got say about this

[@phinaphina3201]

😂😂😂😂😂😂

[@TheMichaelrivas]

Dame dash is 🗑

[@noneOFthatMATTERS132]

This legendary 🙌 👏 👌

[@MeezyTheKid99]

Classic interview with Noreaga, DJ EFN and Lyor Cohen everyone. For real. Yes. Believe it. Facts.

[@godpen]

Great episode

[@thegenesis6896]

Oooh, one of the Devil's many Avatars nice..this one should be good...

[@KD_SWAGGER]

Glad Lyor Cohen talked about the time he came to Yonkers, New York to hear DMX rap in person and then sign him to Def Jam.

[@HowardT1879]

great episode.

[@djvedits]

Lyor said "damn stop smoking so much when you’re talking with me." 😂😆Lyor cuts the checks signed by Lucifer he aint worried.

[@deliziafitch2793]

Should ask him about Warren G masters

[@samjones4327]

Excellent Interview

[@shotfrmbehind]

This is a gold nugget. Thanks, guys.

[@soultheinterrogator]

Lyor Cohen and Russell Simmons were the two people that was at the top of my list to be signed by. Much respect to him

[@paydayquotesfrm757]

U a fool…. What a great joke 😂😂😂😂

[@vel1hunnid348]

U a goofy

[@ericwheeler9792]

Slow af

[@silewis9396]

Damn near everyone wanted to be on Def Jam at one point. Even young Nas

[@digga27one74]

​@paydayquotesfrm757 name 1 other label you would rather be signed to in the 80s and 90s? Artists selling platinum got zero radio play....it was a different world...one that is difficult to comprehend if you didn't live it...

[@sukidawter]

Legend!! Great interview ❤

[@jordanbiro8405]

“We’re drinking’” is the best response to a quick time or slime answer ever

[@JNo-sk5mz]

This is a good interview and the portion about cancer was great and needed.

[@nickjagger6351]

“A tall Israeli , is running this rap shit” - Yasiin Bey

[@ajamu4304]

Blues, Jazz, R&B, Techno!

[@jovonsmith7225]

This was a great interview.

[@mykenorris5485]

This whole episode.... Word.

[@lbcjuiceman]

EFN WITH THE QUESTIONS WE NEED TO KNOW ABOUT OUR HEALTH MANE 🙏🏽🙏🏽🙏🏽

[@greengoblynn]

This dude used to goto a butcher shop i used to work at in the village years ago. I heard he had a tripple bypass, glad hes good👍🏾

[@dustcore]

Great interview 👍🏾

[@dogvip7688]

great interview.

[@Theblacklarrycrowne]

I tell people all the time. Redman kept the the lights on a little bit longer. Warren G kept the lights on for good. No artist wanted to 🤬/sign with Def Jam for a few years. Redman signed with Def Jam and produced two Gold albums, then a platinum album.

[@ocassiodash8861]

Helllllll Yeah NORE and EFN Now this is the shit we been waiting for!!!!!!!Next Get QC

[@rickyarroyo7964]

Great interview

[@QueXopa79]

This was actually a great interview. He’s a very intriguing man.

[@IENetworkTV]

totally agree i watched this entire interview and got choked up when he talked about my favorite rappers rakim and redman

[@wizkeyfilms3015]

Stop the cap

[@wizkeyfilms3015]

You're white right how much you get paid to say that

[@hottrakz]

I wonder how much was the insurance policy he cashed in on DMX

[@Sclass_Ent]

That part

[@Gspellholdings]

This was an important episode they did much props to them for incorporating info on health 💯

[@TroyG-fl8zj]

Dame called out this guy a long time ago shout out to Kanye west for shining the spot light and calling out the BS

[@HOTBOYHOTFINDS]

Them bubbles in that champagne bubbley IM SITTING HERE WAITING ON IT TO STOP LOL

[@xelaldaero9339]

Wow best interview in this show

[@wizkeyfilms3015]

Right who paid you to say that this Jew is a joke and a and a crook

[@dontwaittobegreat5808]

THANK YOU NORE AND DJ EFN!!! THIS EPISODE WAS A BLESSING FAM

[@AliyJidda]

Why?

[@TheRenegade718]

Explain your gracefulness?

[@patricdaniels3760]

Because of the "tall Israeli"?

[@wizkeyfilms3015]

Get off the D who paid you to say that you white right

[@SlickTheBiggest]

Nore perspective on white executives in hiphop culture is so different than most I would love to ask him why

[@JalenAdkins]

Great point in the statistics. Healthcare spending is outrageous in America. I'm currently on my way to assist the world with Global Health Initiatives with public education on infectious disease and other illnesses. Education is the #1 prevention measure to get healthcare under control. I appreciate this interview so much. 🙌🏾🤞🏻🤞🏾🇺🇸🌎🏆💯

[@NickLAnderson]

Thanks for the coverage...super grateful...loving hearing the inside scoop...🙏🏼

[@Jani-gb7er]

NORE never been this quiet and not interrupting guest