If you've happened to dodge paying for one of the top music streaming services - Apple Music, Tidal or Spotify - in an attempt to save coin since YouTube offers you free listening for some of your favourite beats, then this news is for you as things are about to change. 

YouTube's global head of music, Lyor Cohen, recently revealed that people who passively listen to music on YouTube for long periods of time will now encounter more advertisements on purpose. After the company has been criticized for not paying artists and recording companies enough, they are looking to silence all the "noise" by forcing listeners to pay for a subscription. 

Lyor says the platform will now “frustrate and seduce” users to pay for a subscription that promises exclusive videos and playlists for die-hard music fans. “You’re not going to be happy after you are jamming "Stairway to Heaven" and you get an ad right after that,” he said

Bloomberg estimates that YouTube generated $10 billion in advertising last year alone and this number will increase drastically once more people sign up for a paid account, which in turn can properly pay artists as a way to silence the negative "noise." There's been no word on the price for a YouTube subscription. 

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