Billboard announced on Tuesday the appointment of Leila Cobo and Jason Lipshutz as Co-Chief Content Officers for the brand. Both Cobo and Lipshutz have been leading editorial teams at Billboard for years: Cobo as the former Chief Content Officer of Billboard Latin, and Lipshutz as the Executive Director of Music.
In their new roles, Cobo will continue to oversee Billboard’s Latin music coverage, adding Country music, and Lipshutz will continue to oversee Pop Music, with the addition of Rock, Hip-Hop, and Dance. Together, they will work closely with Billboard CEO Mike Van to shape the editorial direction of one of the music industry’s most important brands.
“We are thrilled to recognize such extraordinary leaders within our organization,” said Mike Van, CEO of Billboard. “Together, Leila and Jason bring unmatched expertise, enthusiasm balanced with vision, and business savvy to these roles positioning Billboard’s world class editorial content and events for a bold and exciting future.”
Cobo, born and raised in Colombia, made a name for herself as the first U.S.-based journalist to cover Latin Music on the same scale as any other genre daily. She spearheads Billboard Latin Music Week, the largest gathering in the Latin music industry.
“It’s an honor to steer the content of Billboard, the most respected, forward-looking music media brand in the world,” said Cobo. “It is also a privilege to do so alongside Jason, an absolute encyclopedia of musical knowledge. I am thankful to Jay Penske and Mike Van for their unwavering belief in my ability and giving me this opportunity. I look forward to continuing to elevate diverse voices and genres, expanding Billboard’s storytelling, and shining a spotlight on the global music landscape.”
Lipshutz has more than a decade of experience in music journalism, having covered influential artists such as Taylor Swift, Lorde, U2, and others. He’s used his extensive knowledge of the industry and its top players to craft Billboard’s editorial strategy across Pop and Rock music. In 2024, he published his book, It Starts With One: The Legend and Legacy of Linkin Park.
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“I’m thrilled to lead an extraordinary team alongside my friend and colleague Leila Cobo, and grateful to PMC leadership for this opportunity,” said Lipshutz. “As someone who has worked at every level of the Billboard editorial team, I know the beating heart of this brand, understand the talent on our staff, and see the potential for what we can accomplish in the coming years.”
In a statement, Jay Penske, Chairman and CEO, Penske Media Corporation, said, “I am so proud to recognize two incredibly deserving talents within the organization. Leila is one of the most well-regarded voices and leaders in Latin American music today. She has brought unprecedented awareness to the genre, championing talent and building globally recognized franchises that celebrate it. Similarly, Jason is one of the most trusted voices in modern pop music and brings passion and creativity to his work. I look forward to watching Leila and Jason helm Billboard’s editorial content and evolve it for the future.”
