With YouTube the go-to site for so many music fans these days, and with owner Google staring at a cash pile comprising more dollars than Psy’s had hits, it won’t surprise too many of you to learn that the video-sharing site is currently preparing for its first ever music awards event.
The 90-minute show, announced Monday, takes place in New York on November 3 and will be live streamed (how could it not be?) to Web users around the world from Manhattan’s Pier 36.
Performers include global artists such as Lady Gaga, Eminem, and Arcade Fire, with contributions from other musicians in Moscow, London, Rio, and Seoul (Psy, possibly?) also lined up. Acts that’ve built up a solid following via YouTube (surely Psy) – including the likes of Lindsey Stirling and CDZA – have been confirmed, too.
Actor Jason Schwartzman is set to host the show, while Spike Jonze has been brought in as the event’s creative director.
“Instead of bands performing to an audience on a stage, we’re going to have a warehouse with all these different sets and try to make live music videos throughout the night,” Jonze told the LA Times. “The idea is let’s get a bunch of interesting artists together and have a night that’s all about making things.”
The YouTube Music Awards’ nominations will be announced on October 17 “based on the videos that you watched and shared over the past year,” YouTube vice president of marketing Danielle Tiedt said in a blog post announcing the show.
Music fans will be able to vote for winners in six categories by liking or sharing their favorite videos, though statistics will be kept from view until the winners are announced at the November event.