Further proving the importance of digital media, is set to produce its first-ever music awards show on Nov. 3. The monster video platform has tapped , and as featured performers.
Hosted by Jason Schwartzman, the show boasts of seven categories which will be announced later this month. Winners will be determined by votes from viewers. Director Spike Jonze (“Adaptation” and “Where the Wild Things Are”) will serve as creative director for the .
The 90-minute event takes place at Pier 36 in New York City and will be streamed live online.
“Music is our bread and butter and our heart and soul here at YouTube,” YouTube Vice President of Marketing Danielle Tiedt . “Our main goal is not to just do another award show. We wanted to do something special.”
The Google-owned company has helped launch the careers of such break-out stars as Justin Bieber and Psy. Several as-yet unannounced acts will also provide pre-taped performances in an effort to show the diversity of YouTube’s global audience.
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Ru Johnson is an arts and culture music writer living in Denver. You can follow her on
