In a month, on November the 3th, Youtube will organize its first edition of the « Youtube Music Awards » ceremony. The aim is to reward the most popular singers on its website.
As you just see him, the actor Jason Schwartzman (Rushmore, Marie-Antoinette, The Darjeeling Limited) will be the host of the night. He’ll have the difficult responsability to make of this ceremony a real major event.
The 90-minute live show will take place at Pier 36 in New York. People from all over the world will be able to follow the event, but the strength of Youtube is that after the live show, the video will be shared and the success will come or increase throught word of mouth. Viewers and social media will play a major role in this new challenge.
About the nominees, fans will have to vote for the winners among the biggest hits saw on Youtube. There will be 6 categories, still unknown today. On October the 17th, Google will reveal the Nominations, which will be based on the videos watched and shared in 2013.
Nevertheless, we already know that Lady Gaga, Eminem and Arcade Fire will be part of the show.
There will also be live performances and musical collaborations from Seoul, Moscow, London and Rio. Our main goal is to not just do another award show. We wanted to do something special. » YouTube’s vice president of marketing, Danielle Tiedt said in an interview.
Filmmaker and music video director Spike Jonze has signed on to be the creative director of the ceremony. « Instead of bands performing to an audience on a stage, we’re going to have a warehouse with all these different sets and try to make live music videos throughout the night », he said.
Even if, they want to do an unconventional and original event, the competition is hard against the MTV Video Music Awards and the Grammy Awards. Do you think they will be up to it ? Are you gonna watch the show online ?