It just makes sense, Youtube launches careers, hosts music videos, and is a key performance indicator within almost any facet of the music industry. So why shouldn’t it have its own award show, when becoming viral on YouTube and hitting benchmarks has always been something to brag about already?
In a statement Google announced, “to celebrate music fans and the music you love, we’re announcing a new kind of awards show–one powered by you.” The event will take place on Sunday, November 3, and will fans will become apart of the fist YouTube Music Awards. This will be a live-streamed event, “honoring the artists and songs that you have turned into hits over the past year. 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. Now for the part where you chime in, starting on October 17, YouTube Music Awards Nominations will be announced, “based on the videos that you watched and shared over the past year. We’ll then call on you to determine the songs and artists honored, by sharing the nominees across social media so the awards are judged in full view of everyone.”
Google also promises that, “There will be a whole lot more music to enjoy on YouTube around the Music Awards. In the days leading up to the November 3 event, nominees will share official music videos, covers, parodies, concerts, interviews and fan videos on YouTube–so you can stay in the loop, find your faves and discover new music you didn’t even know you loved! Stay tuned for lots more info, and get ready for a nonstop week of music on YouTube.”
Will you be a part of the first ever event? If anyone can dethrone the aging award shows that surround pop-culture, it would probably be Google.