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Artist News Awards
YouTube announces music awards thing
By Andy Malt | Published on Tuesday 1 October 2013
Hey, you know how we’re always saying that there aren’t enough events out there to recognise the most famous and successful of musicians? Well, praise the lord, YouTube has noticed this too, and has announced the launch of the YouTube Music Awards. Now everyone can sleep soundly at night knowing that artists whose videos have been watched millions of times will finally get the recognition they deserve.
Nominations for the awards will open on 17 Oct, ahead of a ceremony on 3 Nov in New York, which will include performances from artists who are otherwise sidelined by the music industry, like Eminem, Lady Gaga and Arcade Fire. Filmmaker Spike Jonze will act as Creative Director (whatever that means) and actor Jason Schwartaman will host, while Vice Media and Sunset Lane will executive produce. The people at the Kia Motors Corporation will also sling a load of money at it, out of the goodness of their hearts and a genuine desire to see wealthy musicians get a leg up in this cold, cold world.
But it’s YOU, the fucking idiots who make up the general public, that will choose the winners. Oh joy. YouTube’s Vice President of Marketing Danielle Tiedt explains: “YouTube is home to both established artists and the next generation of musical talent. From catalysing careers and pop culture phenomena to propelling a song’s rise to number on Billboard’s Hot 100, our global community’s influence is felt across the music industry. We’re thrilled to celebrate our fans and the music they love with a whole new kind of awards show – the first-ever YouTube Music Awards – judged by you”.
Spike Jonze added: “We’re setting out to create a night that’s all about making things and creativity in the spirit of everyone that uses YouTube. 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”.
Yeah, really do. Oh, and the Vice President Of Marketing at Kia, Soon-Nam Lee, was allowed to give a quote too. Here’s what he said: “The YouTube Music Awards will be a first in digital and music entertainment and Kia is proud to be the presenting sponsor of this event. Digital media has played a pivotal role in how we connect with our customers, and with more consumers going online every day to engage with content, it is only natural that we lead the way with this YouTube sponsorship”.
Indeed, it makes total sense that a car company leads the way in sponsoring a thing to do with music videos and the internet, because… YAY! MONEY!
Now, everyone go and think about what you’ve done.
