• by Colin Kirkland , 4 hours ago

Similar to last year's TikTok Awards, Snapchat has announced its first live creator-focused awards show, which will take place at the company's Santa Monica headquarters and spotlight its highest-performing creators across entertainment, comedy, music, sports, beauty and other influencer categories.

“The Snappy's Awards Show” -- which goes live on March 31 -- will feature creators, industry leaders, and special guests, and will be hosted by comedian and creator Matt Friend, who said in a statement that he hopes to deliver a show that is “unexpected, unfiltered, and all about Snap Stars.”

For reference, Snap Stars are verified Snapchat creators with access to monetization options, an in-app creative studio and brand deals. In addition to content category awards, these creators will be recognized on stage with honors directly tied to Snapchat-specific features, such as “Spotlight MVP,” “Best Storyteller,” and “Breakout Creator of the Year.”

In addition, record producer DJ Khaled will be honored with the “Lifetime Achievement Award.”

By adopting a live awards show format reminiscent of the wider entertainment industry, The Snappys will likely mirror the inaugural U.S. “TikTok Awards” show, which took place at the Hollywood Palladium in Los Angeles in December, and sponsored by e.l.f. Cosmetics, H&R Block and Carl's Jr.

With Snapchat planning to release more details in the coming weeks, it is uncertain whether The Snappys will be sponsored by any of its brand partners. Nor has the social media company detailed the show’s streaming options.