Lady Gaga And Eminem To Perform At First Ever Youtube Music Awards
Posted by Joseph Lee on 10.01.2013
Jason Schwartzman will host...
Billboard reports that Lady Gaga, Eminem and Arcade Fire will perform at the first ever Youtube Music Awards on November 3. Spike Jonze (Being John Malkovich, Adaptation, Where the Wild Things Are) will be the creative director and Jason Schwartzman (Rushmore, Slackers, I Heart Huckabees) will host.
There will be winners for six award categories that will be announced this month. The winners will be decided by viewer voting. The event runs for 90 minutes live from Pier 36 in New York. Kia Motors is the sponsor.
YouTube's vice president of marketing Danielle Tiedt said: "We're trying to create live videos during the award shows so that the experience becomes more about creating than presenting. 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."
Music is among the largest categories on Youtube, but Tiedt wouldn't provide the exact number of views generated by music videos. Jonze said that he was intrigued at producing an "unconventional" awards show.
He added: "I want to find out if we can make a whole night just about making things. Instead of just doing performances, can we do live collaborations?"
The show's performance will not be measured by how many people tune in. Tiedt said: "In general, 90% of all views for live events happen after the event itself. The live event is a way to get people talking. Afterwards, it gets shared and shared."
Jonze added: "There are no rules. Why does there have to be rules? It's the Internet."