Leila Cobo and Jason Lipshutz have been promoted to co-chief content officers of Billboard, the global music brand announced Tuesday (Jan. 20).

The pair will share oversight of Billboard’s editorial content and newsroom operations, as well as marquee franchises including Women in Music, Latin Music Week, The Stage at SXSW and beyond.

“I am so proud to recognize two incredibly deserving talents within the organization,” said Jay Penske, chairman and CEO of Penske Media Corporation, Billboard’s parent company. “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.”

Both are veterans of the brand, with Cobo previously serving as the chief content officer of Billboard Latin, while Lipshutz was Billboard’s executive director of music. Cobo will continue to oversee Billboard’s Latin music coverage while adding country music to her scope; Lipshutz will continue to oversee pop music while adding rock, hip-hop and dance to his role.

Cobo and Lipshutz will report to Billboard CEO Mike Van, effective immediately.

“We are thrilled to recognize such extraordinary leaders within our organization,” Van said. “What Leila has been able to create over the years through her commitment to excellence, deep relationships and passion for music is unprecedented. Additionally, watching Jason grow with Billboard over the years into such a respected and committed leader of the organization is incredible. 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 is heralded as one of the foremost authorities on Latin music, having been the first U.S.-based journalist to cover the genre extensively daily. Since joining Billboard, Cobo has transformed how Latin music is covered in the U.S. and spearheads Billboard Latin Music Week, the largest gathering in the Latin music industry. Born and raised in Colombia, Leila is a Fulbright scholar with degrees in classical piano performance from Manhattan School of Music and a master’s in communications from the Annenberg School at USC.

“It’s an honor to steer the content of Billboard, the most respected, forward-looking music media brand in the world,” Cobo said. “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, a fixture of modern music journalism for more than a decade, has covered iconic artists such as Taylor Swift, U2 and Lorde while guiding Billboard‘s editorial strategy across pop and rock music. His book It Starts With One: The Legend and Legacy of Linkin Park was published in 2024.

“I’m thrilled to lead an extraordinary team alongside my friend and colleague Leila Cobo, and grateful to PMC leadership for this opportunity,” Lipshutz said. “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.”