Google-owned internet video platform YouTube has announced it will be hosting its very first YouTube Music Awards live on November 3rd.
The 90-minute socially driven YouTube event is billed as ‘live’ but will feature specially pre-recorded performances from across the world with some of social media’s favourites including Lady Gaga and Eminem belting out the hits. These performances will be interspersed with live parts of the show in New York and other celebrities are expected to make appearances on the big night.
The YMAs will be creatively overseen by Spike Jonze, the director of acclaimed movie ‘Being John Malkovich’ and a veteran of countless music videos since the early nineties including such memorable promos as The Beastie Boys’ ‘Sabotage’ and Fatboy Slim’s ‘Weapon of Choice’.
In eight years YouTube has legitimised itself as a go-to entertainment source and music has always led the way, allowing music fans to quickly discover new songs. It’s also enabled otherwise unknown artists such as Korean sensation Psy to become chart-toppers and global trends outside of their home countries. Psy’s catchy tune ‘Gangnam Style’ was the first song to attract over a billion views on the site and YouTube states that its music awards ‘represent the next step in terms of celebrating how big music is on YouTube.’
‘Tube users will be able to make votes on the nominees during the event and video views will also be used to select the winners when the YouTube Music Awards take place on November 3rd. Award categories and nominees will be announced later this month.