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YouTube has announced that it would throw it’s first awards show on November 3rd, 2013 with Lady Gaga, Eminem, and Arcade Fire as the primary guests, with YouTube up and comers CZDA and violinist Lindsey Stirling also featured. The show will be broadcast live from Pier 36 in New York with Jason Schwartzman as the host, with as yet unannounced performances from Seoul and Moscow,
From Bobby Owsinski at Forbes:
It used to be that a million views was considered substantial, but now that just barely gets you in the game. Hit 10 million? Now you’re making some noise, but it isn’t until you hit the 50 million mark that a song can truly be considered a hit, with most of the biggest hitting view counts far beyond 100 million. What’s more, that doesn’t even include all of the offshoot user-generated lyric and cover song videos that rake in tens of millions of additional and uncounted views as well. YouTube is truly the major criteria for measuring a song’s success these days, banishing all other measurements to secondary status.
Will this dethrone MTV's music awards?
This year several musicians have broken records with their YouTube views. Miley Cyrus’s controversial video for Wrecking Ball drew more than 19 million views during its first 24 hours online and Korean star Psy gained more than 215 million views of his single Gentleman in 10 days. He still retains the most watched video record for his 2012 Gangnam Style.
From the Hollywood Reporter:
"We're setting out to create a night that's all about making things and creativity in the spirit of everyone that uses YouTube," said Jonze. "As well as giving out awards, we'll be making live music videos. The whole night should feel like a YouTube video itself. We're getting together a group of amazing artists and filmmakers to do this live -- tune in to see what happens live."
"From catalyzing careers and pop culture phenomena to propelling a song's rise to No. 1 on Billboard's Hot 100, our global community's influence is felt across the music industry," added Danielle Tiedt, YouTube's vp marketing.
Leading into the awards show, YouTube will feature performances from Seoul, Moscow, London and a location in Brazil. Artists who will be performing internationally have yet to be announced.
The YouTube Music Awards will celebrate the artists and songs that YouTube users have turned into global hits in the past year.