A plethora of signed talent has been discovered on YouTube, the video platform that has birthed viral music stars a la Justin Bieber and Psy. Now the ‘Tube is hosting its very own Music Awards show.
The inaugural 90-minute show has reeled in some big names to celebrate the festivities as performers include Eminem, Lady Gaga, Arcade Fire and YouTube-fueled phenomenons such as the music-video collective CDZA and violinist Lindsey Stirling. The show will be hosted by actor Jason Schwartzman with Spike Jonze as creative director.
“Our point is to celebrate YouTube’s role in the music ecosystem,” says Danielle Tiedt, the company’s vice president of marketing. “If you think about how most of us encounter music, it’s usually on YouTube, whether it’s stars like Miley Cyrus and her VMA performance or her new Wrecking Ball video, or musicians like Lindsey (Stirling), who broke thanks to our site.”
The digital festivities will emanate live from New York on Nov. 3. Nominees for the seven awards, determined by the viewers, will be announced Oct. 17.