YouTube, they say, “get it.” We, the viewers, “love music.” Not the most spectacular of deductions, this, considering how nine out of the ten of its most watched videos are music ones (the other one, oddly, is some kid getting his finger bitten), as was the first YouTube video, famously, to collect a remarkable one billion views – the almost infinitely irritating Gangnam Style.
So it’s as much logical as imaginative that the undisputed kings of music video broadcasting have announced a special music award ceremony, to be streamed live (where else) on YouTube itself.
“On Sunday, November 3, YouTube will host the first-ever YouTube Music Awards, a live-streamed event honoring the artists and songs that you have turned into hits over the past year,” reads the YouTube blog. “Lady Gaga, Eminem, and Arcade Fire will join other top artists and some of YouTube’s biggest stars including Lindsey Stirling and CDZA in performances and musical collaborations from Seoul, Moscow, London and Rio, culminating in a live event in New York City. Music-video visionary Spike Jonze will be the creative director and acclaimed actor Jason Schwartzman will host with VICE and Sunset Lane Entertainment acting as executive producers.”
On October 17, apparently, “YouTube Music Awards Nominations will be announced based on the videos that you watched and shared over the past year.” There’ll then call on viewers to determine the songs and artists honoured, by sharing the nominees across social media. These awards, they stress, will be judged “in full view of everyone.”