The advent of the YouTube Music Awards is perhaps the final chapter in its poacher turned gamekeeper evolution. From a start-up in 2006, YouTube is now the premier measure of music popularity.
Intent on furthering its reputation as an influential outlet for new music, the YouTube Music Awards will feature live performances from musicians who have made their mark through online music videos, like the violinist Lindsey Stirling (417 million views) in addition to many mainstream artists, Gaga, M.I.A and Arcade Fire, to name a few.
Danielle Tiedt, YouTube’s Vice President of Marketing, commented that the awards are meant to celebrate the musicians who have had the biggest influence on YouTube in the past year.
Awards will be presented in six categories:
Video of the Year
Artist of the Year
Response of the Year – Awarded to a fan-made video that served as a counterpoint to a professional one
YouTube Phenomenon – Awarded to the trend that led to large swaths of fan videos and responses
YouTube Breakthrough – Representing newer artists who saw huge growth in YouTube subscriptions and exposure
Innovation of the Year
The winners will be announced at the YouTube Music Awards on 3rd November. The event will be broadcast live from New York to YouTube’s global audience.
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