YouTube will host its first live music awards show on November 3rd in New
York City. YouTube data such as views will
determine nominations and site users will vote for the final winners for the
six award categories (to be revealed in October). In an effort to minimize
fraud or false results, YouTube will limit voting to once daily per user.
The event is designed to promote YouTube and demonstrate
its importance as a media outlet for musical talent. Event performances by established
artists including Lady Gaga, Eminem, and Arcade Fire will be broadcast live
globally over the site. However, a large focus of the event is to provide a
traditional presentation forum for YouTube music stars. To capture the innovative
and entrepreneurial spirit of the site, YouTube stars will collaborate with mainstream
artists in several performances. Organizers hope that the show will highlight YouTube’s
significance in sourcing new talent and establishing careers, with Psy as a key
example. To reiterate YouTube’s omni-channel importance, localized performances
will be held in Brazil, Seoul, Moscow, and London the day before the show to
generate additional hype.
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