YouTube has snagged Lady Gaga, Eminem and Arcade Fire as its headliners for it first ever music award ceremony.
Lady Gaga, as conventional as usual, will be headlining the YouTube award show.
The show is set to take place on 3 November and the internet site is not penny-pinching when it comes to the acts, organisers or location. Quite the contrary, in addition to having a trio of heavy weight performers, the ceremony will be held at Pier 36 in New York and designed by a team led by Spike Jonze. Jonze is responsible for directing films such as Being John Malkovich and Where the Wild Things Are as well as countless award-winning music videos for such artists as REM, Bjork and the Chemical Brothers. On the subject of the awards show, Jonze said he is excited to be involved and continued by saying, "I want to find out if we can make a whole night just about making things." He continued by proposing not merely performances but "live collaborations."
It should be duly noted that YouTube hardly need to skimp on the cost of the show as, according to Celebritynetworth.com, they are making well over $1 billion each year. The award ceremony is also being backed by Kia Motors.
Jonze is not the only member of the film industry to be taking part in the show. Jason Schwartzman, the star of such films as Rushmore and Slackers, will be hosting. Schwartzman began his career as a songwriter so he is not such a strange choice for host given his expansive talents as an entertainer. He will be introducing the nominees for six separate award categories.
Arcade Fire will be performing at the YouTube award ceremony.
The categories will be announced later this month and will be based on viewer votes. The company's vice president of marketing, Danielle Tiedt (as reported by Billboard), stated, "Music is our bread and butter and our heart and soul here at YouTube." It appears the award ceremony will focus primarily on music as it is the most viewed and varied on the video platform.
Further details of how the 90 minute live performance will be organised or broadcast will, most likely, be revealed later this month. The organisers are hoping to "create live videos during the award shows so that the experience becomes more about creating than presenting." Tiedt also promised the show would be "something special" and not simply just "another award show."
The success of this show lies, as with YouTube, in the hope that viewers will share their favourite videos. Thus it will be impossible to create ratings figures. Tiedt referenced this whilst speaking to Billboard. She stated, "90% of all views for live events happen after the event itself. The live event is a way to get people talking. Afterwards, it gets shared and shared."
The show is due to be held in New York but, according to the LA Times, performances worldwide will precede the event. These include shows in Moscow, Seoul, London and Brazil.
YouTube's first music awards ceremony will be live in New York on 3 November.
Eminem will also headline.