YouTube goes all out for its first music award ceremony.
The video sharing website has finally go itself a music award show as the YouTube Music Awards will showcase this November between the BET Hip-op awards and the 47th annual Country Music Association Awards.
Lady GaGa is set to perform at the first YouTube Music Awards
The Google owned site did start the careers of music megastar Justin Bieber and Korean sensation Psy, so it rightly deserves a place in the music award calendar.
The awards will be split into 6 different categories and the whole 90 minute live event will be broadcast via the video platform and not on television. In a promotional video the host of the show, actor Jason Schwartzman, told the YouTube viewers "You decide who wins," adding "It's all about you, the fans. This is a night for you!"
Eminem will also be part of the live performances
The ceremony will be directed by Spike Jonze whose work includes 'Being John Malkovich', 'Adaptation', and 'Where the Wild Things Are' and in a recent interview with Billboard he said, "I want to find out if we can make a whole night just about making things," Jonze said. "Instead of just doing performances, can we do live collaborations?"
When asked if 90 minutes is too long for a YouTube video he answered "There are no rules. Why does there have to be rules? It's the Internet."
YouTube's vice president of marketing, Danielle Tiedt, also told the website "We're trying to create live videos during the award shows so that the experience becomes more about creating than presenting,"
He added, "Music is our bread and butter and our heart and soul here at YouTube. Our main goal is to not just do another award show. We wanted to do something special."
YouTube is the reason for the success of many global superstars so hopefully the award show for the viewers will be just as successful when it takes place at Pier 36 in New York on November 3rd 2013.
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