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

Could Nemtsov Threaten Putin in Death as in Life?

Dynamic and debonair opposition leader had supported liberal economic reforms, criticized Russian president's aggression in Ukraine More

Oil Smuggling Highlights Challenges in Shutting Down IS Finances

Pentagon spokesman says Islamic State 'certainly continues to get revenue from the oil industry black market' but that airstrikes have made a dent More

India Focuses on Infrastructure, Investment to Propel Economy

Government expects economy to grow at 8 to 8.5 percent in next fiscal year More

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.
US Supreme Court Hears Hijab Discrimination Casei
X
Katherine Gypson
February 25, 2015 11:30 PM
The U.S. Supreme Court has heard opening arguments in a workplace religious discrimination case that examines whether a clothing store can refuse to hire a young woman for wearing the headscarf she says is a symbol of her Muslim faith. Katherine Gypson reports from the Supreme Court.
Video

Video US Supreme Court Hears Hijab Discrimination Case

The U.S. Supreme Court has heard opening arguments in a workplace religious discrimination case that examines whether a clothing store can refuse to hire a young woman for wearing the headscarf she says is a symbol of her Muslim faith. Katherine Gypson reports from the Supreme Court.
Video

Video Falling Gas Prices Hurt Nascent Illinois Hydraulic Fracturing Industry

Falling oil prices are helping consumers purchase cheaper petroleum at the pump. But that’s made hydraulic fracturing or “fracking” less economically viable for the companies in the United States invested in the process. VOA’s Kane Farabaugh reports on one Midwestern town that was hoping to change its fortunes by cashing in on the next big U.S. oil boom.
Video

Video Fighting in Sudan's South Kordofan Fuels Mass Displacement

Heavy fighting in Sudan's South Kordofan state is causing hundreds of thousands to flee into uncertain conditions. Local aid organizations estimate as many as 400,000 civilians have been internally displaced since the conflict began more than three years ago, while another 250,000 have fled across the border to refugee camps in South Sudan. VOA's Adam Bailes reports.
Video

Video Lao Dam Project Runs Into Opposition

A Lao dam project on a section of the Mekong River is drawing opposition from local fishermen, international environmental groups and neighboring countries. VOA's Say Mony visited the region to investigate the concerns. Colin Lovett narrates.
Video

Video A Filmmaker Discovers Her Biracial Identity in "Little White Lie

Lacey Schwartz grew up in an upper middle-class Jewish family, in a town in upstate New York where almost everyone she knew was white. She assumed that she was, as well. Her recent documentary, Little White Lie, tells the story of how she uncovered the secret of her true racial background. VOA’s Carolyn Weaver has more on the film.
Video

Video Deep Under Antarctic Ice Sheet, Life!

With the end of summer in the Southern hemisphere, the Antarctic research season is over. Scientists from Northern Illinois University are back in their laboratory after a 3-month expedition on the Ross Ice Shelf, the world’s largest floating ice sheet. As VOA’s Rosanne Skirble reports, they hope to find clues to explain the dynamics of the rapidly melting ice and its impact on sea level rise.
Video

Video US-Cuba Normalization Talks Resume Friday

Negotiations aimed at normalizing diplomatic relations between the U.S. and Cuba resume Friday. On the table: lifting a half-century trade embargo and easing banking and travel restrictions. There's opposition in Congress, but some analysts say there may be sufficient political and economic incentives in both nations for a potential breakthrough this year. VOA's Mil Arcega reports.
Video

Video Pakistan's Deadline For SIM Registration Has Cellphone Users Scrambling

Pakistani cell phone users have until midnight Thursday to register their SIM cards, or their service will be cut off. While some privacy experts worry about government intrusion, many Pakistanis are just worried about keeping their phone lines open. VOA Deewa reporter Arshad Muhmand has more from Peshawar.
Video

Video Myanmar Warns Factory Workers to End Strikes

Outside Myanmar's main city Yangon, thousands of workers walked off their jobs earlier this month demanding a doubling of their wages, pay raises after a year and input from labor unions on industrial regulations. Since Friday, the standoff has grown more tense as police moved in to disrupt the sit-ins, resulting in clashes that injured people from both sides. VOA correspondent Steve Herman visited industrial zones which have become a focus of Myanmar's fledgling workers rights movement.
Video

Video Oscar Winners Do More Than Thank the Academy

The Academy Awards presentation is Hollywood’s night to reward the best movies from the previous year. It’s typically a lot of glitter, a lot of thank you’s, a lot of speeches. But many of this year’s speeches carried messages beyond the thank you's. VOA’s Carolyn Presutti takes a look.

All About America

Circumventing Censorship

An Internet Primer for Healthy Web Habits

As surveillance and censoring technologies advance, so, too, do new tools for your computer or mobile device that help protect your privacy and break through Internet censorship.
More

New in Music Alley

 

 

 

 

Country-pop singer, Lizzie Sider sits down with "Border Crossings" host Larry London to perform songs from her new album, “Butterfly,” and to talk about her anti-bullying tour.

Blogs

African Music Treasures