Google (NASDAQ:GOOG) is set to host a new music awards show based on its hugely popular online video service, YouTube, according to The Hollywood Reporter. Google is calling it the YouTube Music Awards and will launch a 90-minute live show on New York City’s Pier 36 on November 3.
Google has partnered with auto manufacturer Kia in order to have the YouTube Music Awards live-streamed across the world, and the tech giant has already added some big names to the awards show. Filmmaker Spike Jonze, who directed some of the biggest music videos during the medium’s golden age before turning to film, has been hired as creative director, and actor Jason Schwartzman will serve as the show’s host. Additionally, Eminem, Lady Gaga, and Arcade Fire are set to perform along with YouTube-made talents Lindsey Stirling and CDZA.
“We’re setting out to create a night that’s all about making things and creativity in the spirit of everyone that uses YouTube,” Jonze said to The Hollywood Reporter. ”As well as giving out awards, we’ll be making live music videos. The whole night should feel like a YouTube video itself. We’re getting together a group of amazing artists and filmmakers to do this live — tune in to see what happens live.”
Danielle Tiedt, YouTube’s vice president of marketing, said to the publication that the show represent’s YouTube’s emergence as a top platform for emerging artists. ”From catalyzing careers and pop culture phenomena to propelling a song’s rise to No. 1 on Billboard’s Hot 100, our global community’s influence is felt across the music industry,” Tiedt said.
Google describes the YouTube Music Awards as an opportunity to celebrate the artists and songs that have skyrocketed to global hits due to success found on the online video platform. Nominations for the award show will be announced on October 17 and will be based on data-driven categories. The Hollywood Reporter expects categories like fastest-growing song to be among the awards once the categories are officially announced. And, falling in line with inspiration for the award show, YouTube users will be the ones determining who will be honored by sharing content via social media.
For YouTube’s parent company, Google, the move is consistent with initiatives it has jumpstarted within the past year. In August, the company launched Geek Week, which dedicated several days to content based on the theme. And in May, YouTube kicked off Comedy Week, a move that had sizable backing from some of comedy’s biggest stars.
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