YouTube is getting its own music awards show. And that makes sense. Were it not for YouTube, artists such as Justin Bieber might never have been discovered. On Nov. 3, the online video moguls will launch the inaugural, 90-minute event live on New York City's Pier 36.
According to Billboard, Lady Gaga, Eminem and Arcade fire will perform at the event hosted by actor Jason Schwartzman. Spike Jonze, who directed Being John Malkovich, Where the Wild Things Are and music videos for Beastie Boys and Weezer, will be the show's creative director.
The show will feature six award category winners to be announced this month, which will be based on votes from viewers.
"We're trying to create live videos during the award shows so that the experience becomes more about creating than presenting," YouTube Vice President Danielle Tiedt told Billboard. "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."
According to the article, 90 percent of the views for live events happen post-event; therefore, the awards show will not be measured by how many viewers tune into the live show but rather who tunes in after the show has been posted online.
"The live event is a way to get people talking," Tiedt told them. "Afterwards, it gets shared and shared."
Check out the trailer for the show here, and let us know what you think in the comments section below!