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

Turkey: No Ransom Paid for Release of Hostages Held by IS Militants

President Erdogan hails release of hostages as diplomatic success but declines to be drawn on whether their release freed Ankara's hand to take more active stance against insurgents More

Audio Sierra Leone Ends Ebola Lockdown

Health ministry says it has reached 75 percent of its target of visiting 1.5 million homes to locate infected, educate population about virus More

US Pivot to Asia Demands Delicate Balancing Act

As tumult in Middle East distracts Obama administration, efforts to shift American focus eastward appear threatened 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.
NASA’s MAVEN Probe Enters Mars Orbiti
X
September 22, 2014 9:20 PM
NASA’s newest Mars probe, called MAVEN, has successfully entered its designated orbit around the Red Planet. Scientists will use its sophisticated instruments to try to learn what happened to the atmosphere Mars had a few billion years ago. VOA’s George Putic has more.
Video

Video NASA’s MAVEN Probe Enters Mars Orbit

NASA’s newest Mars probe, called MAVEN, has successfully entered its designated orbit around the Red Planet. Scientists will use its sophisticated instruments to try to learn what happened to the atmosphere Mars had a few billion years ago. VOA’s George Putic has more.
Video

Video For West Ukraine City, Conflict Far Away Yet Near

The western Ukrainian city of Lviv prides itself on being both physically and culturally close to Western Europe. The Russian-backed separatists in the eastern part of the country are 1,200 kilometers away, and seemingly even farther away in their world view. Still, as VOA’s Al Pessin reports, the war is having an impact in Lviv.
Video

Video Saving Global Fish Stocks Starts in the Kitchen

With an estimated 90 percent of the world’s larger fish populations having already vanished, a growing number of people in the seafood industry are embracing the concept of sustainable fishing and farming practices. One American marine biologist turned restaurateur in Thailand is spreading the word among fellow chefs and customers. VOA Correspondent Steve Herman reports from Bangkok.
Video

Video Chinese Admiral Key in China’s Promotion of Sea Links

China’s President last week wrapped up landmark visits to India, Sri Lanka and Maldives, part of a broader campaign to promote a new “Maritime Silk Road” in Asia. The Chinese government’s promotion efforts rely heavily on the country’s best-known sailor, a 15th century eunuch named Zheng He. VOA's Bill Ide reports from the sailor’s hometown in Yunnan on the effort to promote China’s future by recalling its past.
Video

Video Experts Fear Ebola Outbreak ‘Beyond Our Capability to Contain’

Each day brings with it new warnings about the deadly Ebola outbreak already blamed for killing more than 2,600 people across West Africa. And while countries and international organizations like the United Nations are starting to come through on promises of help for those most affected, the unprecedented speed with which the virus has spread is raising questions about the international response. VOA's Jeff Seldin has more from Washington.
Video

Video Natural Gas Export Plan Divides Maryland Town

A U.S. power company that has been importing natural gas now wants to export it. If approved, its plant in Lusby, Maryland, would likely be the first terminal on the United States East Coast to export liquefied natural gas from American pipelines. While some residents welcome the move because it will create jobs, others oppose it, saying the expansion could be a safety and environmental hazard. VOA’s Deborah Block examines the controversy.
Video

Video Difficult Tactical Battle Ahead Against IS Militants in Syria

The U.S. president has ordered the military to intensify its fight against the Islamic State, including in Syria. But how does the military conduct air strikes in a country that is not a U.S. ally? VOA correspondent Carla Babb reports from the Pentagon.
Video

Video Iran, World Powers Seek Progress in Nuclear Talks

Iran and the five permanent members of the U.N. Security Council plus Germany, known as the P5 + 1, have started a new round of talks on Iran's nuclear program. VOA State Department correspondent Pam Dockins reports that as the negotiations take place in New York, a U.S. envoy is questioning Iran's commitment to peaceful nuclear activity.
Video

Video Migrants Caught in No-Man's Land Called Calais

The deaths of hundreds of migrants in the Mediterranean this week has only recast the spotlight on the perils of reaching Europe. And for those forunate enough to reach a place like Calais, France, only find that their problems aren't over. Lisa Bryant has the story.
Video

Video Westgate Siege Anniversary Brings Back Painful Memories

One year after it happened, the survivors of the terror attack on Nairobi's Westgate Shopping Mall still cannot shake the images of that tragic incident. For VOA, Mohammed Yusuf tells the story of victims still waiting for the answer to the question 'how could this happen?'
Video

Video Whaling Summit Votes to Uphold Ban on Japan Whale Hunt

The International Whaling Commission, meeting in Slovenia, has voted to uphold a court ruling banning Japan from hunting whales in the Antarctic Ocean. Conservationists hailed the ruling as a victory, but Tokyo says it will submit revised plans for a whale hunt in 2015. Henry Ridgwell reports from London.
Video

Video A Dinosaur Fit for Land and Water

Residents and tourists in Washington D.C. can now examine a life-size replica of an unusual dinosaur that lived almost a hundred million years ago in northern Africa. Scientists say studying the behemoth named Spinosaurus helps them better understand how some prehistoric animals adapted to life on land and in water. The Spinosaurus replica is on display at the National Geographic museum. VOA’s George Putic has more.
Colonel Steve ‘Spiros’ Pisanos left Greece and came to the U.S. to learn to fly. He flew fighters for the Allies in World War II, narrowly escaping death multiple times.Colonel Steve ‘Spiros’ Pisanos left Greece and came to the U.S. to learn to fly. He flew fighters for the Allies in World War II, narrowly escaping death multiple times.

AppleAndroid

New in Music Alley

The Hamilton Live

Trumpeter, percussionist and bandleader Etienne Charles was born in Trinidad and blends island rhythms with modern jazz. He and his stellar band perform a rich gumbo of jazz, calypso, reggae, and rock-steady that Charles calls “Creole Soul” on "The Hamilton Live."