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

Obison Erudite trending news featuring YouTube logo and headline of news artists tools on YouTube music

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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