YouTube, the virtual domain where any unknown but talented artist can become a true sensation, is announcing its first-ever YouTube Music Awards show. The inaugural 90-minute ceremony is slated for November 3 at Pier 36 in New York. Google-owned video platform YouTube will leverage its online power to livestreame globally. The ceremony will feature both live performances by recognized artists and pre-recorded stunts by artists from across the globe, from Seoul and Rio to Moscow and London.
The show, which will be hosted by actor Jason Schwartzman, will feature “traditionally coined” artists like Eminem, Lady Gaga, Arcade Fire (known for its collaborations with Google Chrome Experiments) and homegrown stars whose success was propelled by YouTube—video collective CDZA and violinist Lindsey Stirling are among them. Filmmaker Spike Jonze has been tapped as the creative director of the event, while VICE and Sunset Lane Entertainment have been selected as executive producers of the show.
There’ll be six yet-unnamed categories—the nominees for the award will be announced in two weeks, on October 17. These will be the artists who generated the biggest amount of online impressions (in YouTube views, shares and other metrics) over the past year. To emphasize the social nature of the award, YouTube will call the online audience to select the winners with their votes.
“We’re setting out to create a night that’s all about making things and creativity in the spirit of everyone that uses YouTube,” commented Spike Jonze. “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.”