YouTube debuts its first-ever music awards ceremony Sunday, in a star-studded showcase notable for some of the industry’s biggest names but also its webcast format.
Eminem, Lady Gaga, Arcade Fire and others will perform during the show hosted by actor Jason Schwartzman and musician-comedian Reggie Watts.
Spike Jonze, the force behind a number of hit music videos and films, is creative director for the 90-minute affair, which will stream live from New York’s Pier 36 event space.
“None of us have done anything live before or an awards show — in a way we’re all like amateurs on YouTube ourselves, making our first video. So even if it’s messy, it’ll be live,” Jonze told industry trade publication Billboard.
The ceremony will air on the US East Coast at 6 pm (2300 GMT).
The inaugural YouTube Music Awards comes as web denizens increasingly turn to the Internet for streaming and demand programming.
It joins a variety of other industry awards such as the Grammys, MTV Video Music Awards and American Music Awards.
But unlike its cohorts, nominees and winners were tallied in a distinctly Internet-age manner.
“The winners will be decided by fans whose sharing activity this week and last will be tallied right up to Sunday night’s show,” YouTube wrote in a Friday blog post. see more