YouTube's first music awards show is a sign of changes in the ways people are finding and listening to music.
Lady Gaga, Eminem and Arcade Fire to perform at first YouTube Music Awards
The pop singer Lady Gaga, the rapper Eminem and the indie rockers Arcade Fire are among the mainstream acts to headline the inaugural YouTube Music Awards. YouTube will host its first live-streamed music awards show at Pier 36 in New York City on November 3 to honour top performers and songs. A day of musical performances from Seoul, Moscow, London and Brazil will precede the 90-minute show, to be streamed live from Pier 36 in Manhattan. “It’s our chance to really celebrate the artists and the songs that have become hits on YouTube over the past year,” said Danielle Tiedt, YouTube’s vice president of marketing at the Google-owned company.
The nominees will be announced on October 17. The actor Jason Schwartzman, best-known for his role as Max Fischer in the comedy Rushmore, will host the awards. Spike Jonze, the veteran director of many music videos and films such as Being John Malkovich and Where the Wild Things Are, is the creative director. The awards show seeks to capitalise on the site’s growing clout in music space on the web. YouTube has eclipsed radio as the way teenagers listen to music, according to Nielsen research.