YouTube will launch first ever awards show. YouTube credits itself for breaking artists, not MTV or any other outlet. Hence, they will hand out awards to nominees who over the past year who garnered the biggest YouTube views.
YouTube will feature live performances by Lady Gaga, Eminem, Arcade Fire and other artists for the first-ever YouTube Music Awards show which will air November 3rd.
“The whole night should feel like a YouTube video itself,” Spike Jonze said in a statement. “We’re getting together a group of amazing artists and filmmakers to do this live — tune in to see what happens live.”
This could disrupt the Grammys and the MTV Video Music Awards as the Google-owned company will hand out seven awards to nominees who over the past year garnered the biggest YouTube views.
“Our point is to celebrate YouTube’s role in the music ecosystem,” says Danielle Tiedt, the San Bruno, Calif.-based company’s vice president of marketing. “If you think about how most of us encounter music, it’s usually on YouTube, whether it’s stars like Miley Cyrus and her VMA performance or her new Wrecking Ball video, or musicians like Lindsey (Stirling), who broke thanks to our site.”