YouTube joins the long list of credible awards shows that aired this year.
The video platform is set to put on its first music awards show on November 3. The event has snagged Lady Gaga, Eminem and Arcade Fire to perform. Spike Jonze, who directed movies such as Adaption and Where The Wild Things Are, as well as a number of music videos, has signed to be the show’s creative director. Another notable name is actor Jason Schwartzman who will take on hosting duties.
The show will present winners for six award categories that will be announced in October. Each will be based on viewer votes.
“We’re trying to create live videos during the award shows so that the experience becomes more about creating than presenting,” said YouTube’s vice president of marketing, Danielle Tiedt. “Music is our bread and butter and our heart and soul here at YouTube. Our main goal is to not just do another award show. We wanted to do something special.”
The 90-minute live event will take place at Pier 36 in New York. It will be presented by Kia Motors.
UPDATE: Odd Futures’s Earl Sweatshirt and Tyler, the Creator, plus M.I.A., will perform alongside Eminem, Lady Gaga and Arcade Fire at the first-ever YouTube Music Awards. The awards show will air live on November 3rd from New York City. Jason Schwartzman and Reggie Watts will host the show. The show will honor musicians who have thrived on YouTube.