Google Launches YouTube Music Awards
Google will host its first YouTube Music Awards with performances by artists Eminem, Lady Gaga and Arcade Fire on Nov. 3, in New York that will start a chain of musical events in Seoul, Moscow, London and Brazil.
The New York event will take place at Pier 36, under the creative direction of Oscar nominee Spike Jonze. The celebration also will feature artists who initially found fame on YouTube, such as violinist Lindsey Stirling, and pioneering musical experimentalists, CDZA.
Fans will power the voting. Google will announce nominations Oct. 17, based on the videos that the world watched and shared during the past year. Judging will occur as YouTube fans look on to determine the songs and artists honored by sharing them across social media.
VICE Media and Sunset Lane Entertainments will act as the show’s executive producers. Actor Jason Schwartzman, known for roles in Funny People and Scott Pilgrim Vs The World, will host the event.
Kia Motors becomes the event's first sponsor. Soon-Nam Lee, VP of marketing at Kia Motors, believes digital media has played an important role in how consumers connect to others and brands. Google's move to launch the music awards expands the video site one step deeper into creativity to make the entire night feel like a YouTube video, according to Jonze.