YouTube announced that it will be hosting its first-ever online music awards. The event will take place Nov. 3 at Pier 36 in New York City and will feature performances by Lady Gaga, Eminem and Arcade Fire.
“We’re announcing a new kind of awards show — one powered by you,” wrote YouTube’s vice president of marketing Danielle Tiedt in a Sept. 30 blog post.
However, giving users the choice is nothing new when it comes to awards shows.
“I don’t know if YouTube is necessarily trying to change the way music awards are done, and if they are I don’t think they’re going to do so,” said Garrett Gretsch, 25, a media music studies major. “I think the same people that get on MTV.com and VH1.com to vote for their favorite artists are the same people who are gonna get on YouTube and vote for their favorite artist.”
The ceremonies will feature six award categories, and nominees will be announced Oct. 17. Nominees will be chosen based on video views, shares and likes.
Actor and musician Jason Schwartzman will host the event, and director Spike Jonze will serve as the event’s creative director. There will also be pre-taped performances from Seoul, Moscow, London and Rio.
“I love (the idea); however, it depends on what you want to award,” said Christopher Dean, a 22-year-old business management student. “It definitely is pure popularity and not an awards show that will reward the best music of the genre.”