YouTube have announced that they will be throwing their weight into the already bloated awards ceremony market by holding the first ever YouTube Music Awards. Taking place in Manhattan’s Pier 36 on Sunday, 3rd November, the awards will focus on the music video aspect of the site in an aim to capitalise on YouTube’s growing influence in the market.
This may be the enterprise’s maiden event, but it’s already pricked up all the right ears. The legendary Spike Jonze has put his hand up to direct the event, which will be produced by Vice Media and Sunset Lane Entertainment. The event will also feature performances from Lady Gaga, Eminem and Arcade Fire. Hosting the event will be actor Jason Schwartzman of Bored To Death and Rushmore fame.
Nielsen stats indicate that YouTube has usurped radio as the most common means for young people to find new music, and while YouTube won’t reveal exact figures for what percentage music videos make up of their total traffic, we’re betting it’s a whole lot. With the ability to make or break social trends, the importance of YouTube is hard to overstate and the awards ceremony, which will be live-streamed across the web, is sure to highlight this.
It won’t just be the awards that people have to look forward to, but rather a global unification in the name of music. Performances taking place in Seoul, Moscow, London and Brazil will also be filmed and live-streamed prior to the 90-minute ceremony, making for a full day of musical celebration.
The power lies in the hands of fans as to who will win each award, with a grass roots voting system in place, adding an element of transparency not necessarily replicated with the MTV VMA‘s. You can watch how it’s all set to work below.
Announcing the first-ever YouTube Music Awards
(Via LA Times)