First-Ever YouTube Music Awards to Headline ‘Music Week’
On Sunday, November 3, the world’s biggest video site plans to host the first-ever YouTube Music Awards, not so much to displace mainstays like the Grammys and the MTV Video Music Awards, but to celebrate music content and creators on the site. The awards show, which will be held in New York City and hosted by actor Jason Schwartzman, will be live-streamed on the site.
Music is one of the top — if not the top — genres on YouTube. In fact, VEVO consistently ranks as the number-one YouTube channel partner in terms of unique viewers, according to comScore’s monthly data. So it shouldn’t come as much of a surprise that YouTube, as it looks to program premium content around the type of stuff people are watching on the platform, would do something with music.
Last month, VideoInk reported that YouTube was planning to program a Music Week, in the vein of Comedy Week and Geek Week, sometime in the next month or two. In the Music Awards announcement, Danielle Tiedt, VP of marketing at YouTube, said: “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.” In other words, a Music Week without actually calling it a Music Week, yet.
YouTube has already confirmed that the awards show will feature big-name artists like Arcade Fire, Eminem, and Lady Gaga, as well as YouTube music stars like Lindsey Stirling and music-collective CDZA. The show will also air live and recorded performances from places as far away as London, Seoul, Moscow, and Rio.
Longtime film and music video director Spike Jonze is on board as creative director of the YouTube Music Awards. The show will be executive produced by VICE and Sunset Lane Entertainment. The show will be sponsored by Kia.