Intent on bolstering its reputation as an influential outlet for new music, YouTube will host its first music awards show in November, a live show in New York filled with stars and a series of warm-up events around the world.
The first YouTube Music Awards will be held on Nov. 3 at Pier 36 on the Lower East Side, with performances by Lady Gaga, Arcade Fire, Eminem and other luminaries that will be live-streamed — on YouTube, of course — under the direction of Spike Jonze, the director of classic music videos like the Beastie Boys’ “Sabotage” and Weezer’s “Buddy Holly.”
The event will also feature musicians who have made their splash through online videos, like the violinist Lindsey Stirling (417 million views) and Cdza, a group that performs comedic covers and medleys (20 million). Vice and Sunset Lane Entertainment, which has produced MTV’s Video Music Awards in the past, will be the executive producers of the show.
Danielle Tiedt, YouTube’s vice president of marketing, said the awards were meant to celebrate musicians who have had the biggest influence on YouTube over the last year. Nominees for the award’s six competitive categories will be announced in mid-October, and will be determined by data like the number of times of video has been viewed and shared, or the number of spinoffs it has inspired (which may come in handy for Baauer’s “Harlem Shake”).
In keeping with its global-stars-of-YouTube theme, the show will have prelude events on Nov. 2 in Brazil, and in Seoul, Moscow and London, with performers to be announced.
Winners will be chosen by popular vote from YouTube users around the world, meaning that fans from South Korea or Brazil or anywhere else could choose the victors if they vote in large enough numbers. But voting is limited to once per person per day, for each award category, Ms. Tiedt said, to filter out fraud and the overzealous.
By BEN SISARIO