YouTube Music Awards Back With New Format
March 2, 2015 at 12:44 PM (PT)
After taking a year off from their inaugural event, the YOUTUBE MUSIC AWARDS will return on MARCH 23rd with a new format, honoring 50 artists voted on by the public, including BEYONCE, RIHANNA, LADY GAGA, TAYLOR SWIFT, DRAKE, KENDRICK LAMAR, GEORGE EZRA, SAM SMITH and HOZIER, among others.
To mark the occasion, in lieu of a full-blown awards show, YOUTUBE will premiere nine brand-new videos from among the artists in an online event produced by VICE. The clips will feature both well-known stars such as ED SHEERAN and CHARLI XCX as well as viral video stars like MEGAN NICOLE, MIGOS, MARTIN GARRIZ and NICKY JAM.
Winners were chosen by YOUTUBE based on artist views and engatgement over the last six months.
Collectively these artists have 146+ million subscribers and 44 billion lifetime views, come from 10 countries, and are watched, commented and shared by fans around the world. They span everything from alternative indie rock to Dutch house EDM.
The previous YOUTUBE MUSIC AWARDS took place in 2013 at a warehouse on NEW YORK'S PIER 36, featuring live performances from LADY GAGA, EMINEM, ARCADE FIRE and EARL SWEATSHIRT, among others. The show, directed by SPIKE JONZE, was hosted by JASON SCHWARTZMAN and REGGIE WATTS apparently without rehearsal or a script, leading to barely controlled chaos.