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No this won’t be an award show for something like Jian Sword Dancing or Me and My Grandma Dancing To “Rack City”. YouTube has announced its inaugural award show, and they’re trying to carve out a unique place for themselves in a sea of award shows.
For starters, the video platform has recruited three of the biggest names in music today — Lady Gaga, Eminem and Arcade Fire — to perform at show, scheduled for November 3. Spike Jonze, director of Being John Malkovich, Adaptation, and numerous music videos, will serve as the event’s creative director. And to host, YouTube has tapped Jason Schwartzman, who was played drums in Phantom Planet prior to launching his extensive film career.
According to Billboard, The YouTube Music Awards will present winners for six award categories, to be announced in October, based entirely from viewer votes. The 90-minute live event will take place at Pier 36 in New York.
“We’re trying to create live videos during the award shows so that the experience becomes more about creating than presenting,” YouTube’s vice president of marketing, Danielle Tiedt told Billboard in an interview. “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.”
Jonze is trying will try to make the show into an “unconventional” presentation, using collaborations instead of just performances. “I want to find out if we can make a whole night just about making things,” Jonze said.