Guess who’s jumped onto the music awards frenzy? It’s YouTube! The video-sharing website will be hosting its first music awards next month to honour not just the mainstream stars of the year, but also some who relied on the Internet to spread their music. In a blog post announcing the YouTube Music Awards, Danielle Tiedt, Vice President, Marketing at YouTube also mentioned that the ceremony will be headlined by the likes of Lady Gaga, Eminem and Arcade Fire. The bigwigs of the music industry will be joined by some famous YouTube music stars like Lindsey Stirling and CDZA in performances and collaborations from Seoul, Moscow, London and Rio, culminating in a live event in New York City. Needless to say, since the event is being conducted by the biggest video hosting website in the world, YouTube Music Awards will be live-streamed. Music video director Spike Jonze will be the creative director for the awards which will be hosted by actor Jason Schwartzman. Since YouTube prides itself on being a people’s platform, the awards will also be given out in the same vein. YouTube will be opening up nominations on October 17 based on videos users have watched and shared over the past year. “We’ll then call on you to determine the songs and artists honored, by sharing the nominees across social media so the awards are judged in full view of everyone,” Tiedt writes. YouTube will be hosting a lot of specials in the run-up to the award ceremony, including programmes like covers, parodies and concerts as well as interviews, fan videos and official ones, on the website. While the concept of music videos has been done to death since the pop-boom back in the 90’s, YouTube’s Music Awards ceremony looks to be slightly different with independent YouTube artists being added to the mix of nominees and the voting being completely handed over to the public. This promises to be a fun ride.
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