YouTube to Bring Back Music Awards in 2015 — with Some Changes

/ Nov 20, 2014

YouTube's creating a website to help artists on the platform

The YouTube Music Awards are returning in 2015 for a second installment — but this time it won’t be a live event.

Instead, YouTube is planning a day of celebration for the “artists to watch in 2015,” as determined by viewers on the site. “We’ll take this moment to celebrate the biggest and emerging artists through new and unique music video collaborations with top directors and creators,” YouTube said in the announcement.

Content produced as part of the 2015 YouTube Music Awards, which is set to take place sometime in March, will be executive produced by Vice Media. Kia Motors is returning to sponsor the online event and associated programming.

The first YouTube Music Awards, which took place in 2013, were held in New York City, and featured performances from established artists like Lady Gaga, Eminem, and Arcade Fire, as well as YouTube-bred stars like Lindsey Stirling. The live stream of the event had captured 220,000 viewers at its peak, though the sum total of the content produced at the event has generated more than 54 million views to date.

The announcement comes on the heels of YouTube’s soft launch of YouTube Music Key, its new subscription music/video service. Its part of the YouTube’s continued acknowledgement that music is a massive part of its platform.

Kicking off this new celebration, music stars — big and small — and filmmakers will be releasing new videos and projects on YouTube starting next week. All of this content will be available on the Music Awards’ official YouTube channel.

More information about the 2015 show will be announced in January, YouTube said.

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