Now that MTV is chiefly a source of reality television shows, YouTube has become the chief destination for many seeking to watch music videos. To recognise its influence in the music world, the online video network will host its own awards ceremony next month.
The inaugural YouTube Music Awards show will take place in New York City on 3 November, hosted by actor Jason Schwartzman and with Spike Jonze guiding proceedings as creative director.
The event will be streamed live on YouTube, of course, and promises to be a new variety of awards show with performances streaming in from other parts of the world, including London, Moscow, Rio and Seoul – which is a sure indication that YouTube record-breaker Psy will be making an appearance. New music videos will also be created live on YouTube during the event.
As YouTube is a platform for all to use, not just established artists, the music awards will involve a mix of mainstream artists – including Lady Gaga, Eminem and Arcade Fire – as well as YouTube sensations like music video experimenters CDZA and violinist and video director Lindsey Stirling.
The most watched, shared and liked music videos from the past year will determine the nominees, which will be announced on 17 October when voting opens.
In the days leading up to the event, expect official music video releases from nominees, as well as plenty of covers, parodies, concerts, interviews and fan videos.