News / Arts & Entertainment

    YouTube Hopes to Boost Music Profile with New Awards Show

    Visitors walk past a YouTube stand during the International Record Music Publishing and Video Music Market (MIDEM) in Cannes, France, Jan. 27, 2013.
    Visitors walk past a YouTube stand during the International Record Music Publishing and Video Music Market (MIDEM) in Cannes, France, Jan. 27, 2013.
    Reuters
    Does the world really need another music video awards show? The answer is yes - at least according to YouTube.
        
    The online video-sharing site is rolling out its first YouTube Music Awards on Sunday, with a show that pairs established industry stars such as Lady Gaga and Arcade Fire along with performers from the Google-owned video site.
        
    The show will boost YouTube's profile just weeks before the site is expected to announce a subscription service that will compete in an already crowded music marketplace.
        
    "On a practical level [YouTube has] put people on the map and it's generated revenue or other resources like support or recognition from people that normally would not get the exposure," said Reggie Watts, a performance artist who, along with actor Jason Schwartzman, will host the event.
        
    The awards categories are limited but clearly meant to differentiate the YouTube awards from the Grammys or the MTV Music Video Awards, which grabbed attention this year after a raunchy performance by former Disney star Miley Cyrus as she transitions into a more adult career.
        
    YouTube will also name a video of the year and an artist of the year, with a slate of nominees including Justin Bieber, Selena Gomez, Eminem, Katy Perry and other top-40 mainstays.
        
    But the categories also range more broadly. "Response of the Year" will pick the best fan remix, parody or response. Other categories include YouTube phenomenon, breakthrough and innovation of the year.
        
    Even the show's structure aims for something a little different. Watts said he and co-host Schwartzman know the overall sequence of the events but don't know the blow-by-blow of what will happen at the Spike Jonze-directed show.
        
    "We have no clue what's going to happen," he said. "All you can do in the moment is perform."
        
    The awards show will stream live from New York on Sunday starting at 6 p.m. (2200 GMT).
        
    YouTube has positioned itself in recent years as a major source of new music videos for fans. Lady Gaga alone has racked up well over 1 billion views of her various videos.
        
    The shift highlights some of the challenges – and opportunities - for artists. While accessing fans has never been easier, turning a profit and making a living as a musician has become more challenging.
        
    Sites such as YouTube effectively function as on-demand stations for music, with fans able to listen to play lists over and over just for watching the occasional commercial.
        
    YouTube is expected to introduce an option by the end of the year to let music fans skip the commercials via a paid subscription service.
        
    That would pit YouTube more directly against services such as the online music streaming Web service Spotify, which itself has had its share of musicians such as Radiohead's Thom Yorke who criticize the company's business model for squeezing artists.
        
    Into all of this comes the awards show, which will showcase the abundance of changes in the music industry.
        
    The show is "about a certain level of discovery," Watts said. "It's going to be an experiment on all levels."

    You May Like

    California Republicans Mull Choices in Presidential Race

    Ted Cruz tells California Republican Convention delegates the campaign will be 'a battle on the ground, district by district by district,' ahead of the June 7 primary

    Video Kurdish Football Team Helps War-Torn City Cope

    With conflict still raging across much of Turkey’s predominantly Kurdish southeast, many Kurds are trying to escape turmoil by focusing on success of football team Amedspor

    South African Company Designs Unique Solar Cooker

    Two-man team of solar power technologists introduces Sol4, hot plate that heats up so fast it’s like cooking with gas or electricity

    This forum has been closed.
    Comment Sorting
    Comments
         
    by: Michael
    November 03, 2013 8:07 AM
    Should be a pretty cool show. Sort of new age in that it's the first awards show to reflect this new streaming set up. Should be a good service too when it comes out. Switched to torch music to avoid ads, but won't need to with the paid service. Will be interesting to see.

    Featured Videos

    Your JavaScript is turned off or you have an old version of Adobe's Flash Player. Get the latest Flash player.
    Turkish Kurd Islamist Rally Stokes Tensionsi
    X
    April 29, 2016 12:28 AM
    In a sign of the rising power of Islamists in Turkey, more than 100,000 people recently gathered in Diyarbakir, the main city in Turkey’s predominantly Kurdish southeast, to mark the birthday of the Prophet Muhammad. The gathering highlighted tensions with the pro-secular Kurdish nationalist movement. Dorian Jones reports from Diyarbakir.
    Video

    Video Turkish Kurd Islamist Rally Stokes Tensions

    In a sign of the rising power of Islamists in Turkey, more than 100,000 people recently gathered in Diyarbakir, the main city in Turkey’s predominantly Kurdish southeast, to mark the birthday of the Prophet Muhammad. The gathering highlighted tensions with the pro-secular Kurdish nationalist movement. Dorian Jones reports from Diyarbakir.
    Video

    Video Pakistani School Helps Slum Kids

    Master Mohammad Ayub runs a makeshift school in a public park in Islamabad. Thousands of poor children have benefited from his services over the years, but, as VOA's Ayesha Tanzeem reports, roughly 25 million school-age youths don't get an education in Pakistan.
    Video

    Video Florida’s Weeki Wachee ‘Mermaids’ Make a Splash

    Since 1947, ‘mermaids’ have fascinated tourists at central Florida’s Weeki Wachee Springs State Park with their fluid movements and synchronized ballet. Performing underwater has its challenges, including cold temperatures and a steady current, as VOA’s Lin Yang and Joseph Mok report.
    Video

    Video Somali, African Union Forces Face Resurgent Al-Shabab

    The Islamic State terror group claimed its first attack in Somalia earlier this week, though the claim has not been verified by forces on the ground. Meanwhile, al-Shabab militants have stepped up their attacks as Somalia prepares for elections later this year. Henry Ridgwell reports there are growing frustrations among Somalia’s Western backers over the country’s slow progress in forming its own armed forces to establish security after 25 years of chaos.
    Video

    Video Bangladesh Targeted Killings Spark Wave of Fear

    People in Bangladesh’s capital are expressing deep concern over the brutal attacks that have killed secular blogger, and most recently a gay rights activist and an employee of the U.S. embassy. Xulhaz Mannan, an embassy protocol officer and the editor of the country’s only gay and transgender magazine Roopban; and his friend Mehboob Rabbi Tanoy, a gay rights activist, were hacked to death by five attackers in Mannan’s Dhaka home earlier this month.
    Video

    Video Documentary Tells Tale of Chernobyl Returnees

    Ukraine this week is marking the 30th anniversary of the world's worst nuclear accident, at the Chernobyl nuclear power plant. Soviet officials at first said little about the accident, but later evacuated a 2,600-square-kilometer "exclusion zone." Some people, though, came back. American directors Holly Morris and Anne Bogart created a documentary about this faithful and brave community. VOA's Tetiana Kharchenko reports from New York on "The Babushkas of Chernobyl." Carol Pearson narrates.
    Video

    Video Nigerians Feel Bite of Buhari Economic Policy

    Despite the global drop in the price of oil, Nigerian President Muhammadu Buhari has refused to allow the country's currency to devalue, leading to a shortage of foreign exchange. Chris Stein reports from Lagos businessmen and consumers are feeling the impact as the country deals with a severe fuel shortage.
    Video

    Video  Return to the Wild

    There’s a growing trend in the United States to let old or underused golf courses revert back to nature. But as Erika Celeste reports from one parcel in Grafton, Ohio, converting 39 hectares of land back to green space is a lot more complicated than just not mowing the fairway.
    Video

    Video West Urges Unity in Libya as Migrant Numbers Soar

    The Italian government says a NATO-led mission aimed at stemming the flow of migrants from Libya to Europe could be up and running by July. There are concerns that the number of migrants could soar as the route through Greece and the Balkans remains blocked. Western powers say the political chaos in Libya is being exploited by people smugglers — and they are pressuring rival groups to come together under the new unity government. VOA's Henry Ridgwell reports.
    Video

    Video Russia’s TV Rain Swims Against Tide in Sea of Kremlin Propaganda

    Russia’s media freedoms have been gradually eroded under President Vladimir Putin as his government has increased state ownership, influence, and restrictions on critical reporting. Television, where most Russians get their news, has been the main target and is now almost completely state controlled. But in the Russian capital, TV Rain stands out as an island in a sea of Kremlin propaganda.

    Special Report

    Adrift The Invisible African Diaspora

    New in Music Alley

    Border Crossings: A Great Big Worldi
    || 0:00:00
    ...  
     
    X
    April 27, 2016 12:30 PM
    Duo Ian Axel and Chad King who are better known as "A Great Big World" released their sophomore CD in 2015, "When the Morning Comes" and they join Border Crossings host Larry London to perform songs from the new CD and also their biggest hit, "Say Something."

    Duo Ian Axel and Chad King who are better known as "A Great Big World" released their sophomore CD in 2015, "When the Morning Comes" and they join Border Crossings host Larry London to perform songs from the new CD and also their biggest hit, "Say Something."