The YouTube Music Awards are happening tonight @ 6:00 PM EST, the first effort from Google and YouTube to create a music awards show that escapes the usual industry drudgery and focuses more on a direct vote from fans about what music they like based on how much a YouTube music video has been played over time ( social media shares), and how many people voted for it for the YTMA.
The nominations were announced a little over a week ago, you can check out the complete list here. The show will include appearances from Arcade Fire, M.I.A., Eminem and Tyler the Creator to name a few; Jason Schwartzman and Reggie Watts host and Spike Jonze is the creative director. Look for the YouTube Music Awards live stream to run on the Spacelab Media Player at the time of the event.
The YouTube blog made the original announcement, saying "On Sunday, November 3, YouTube will host the first-ever YouTube Music Awards, a live-streamed event honoring the artists and songs that you have turned into hits over the past year. Lady Gaga, Eminem, and Arcade Fire will join other top artists and some of YouTube’s biggest stars including Lindsey Stirling and CDZA in performances and musical collaborations from Seoul, Moscow, London and Rio, culminating in a live event in New York City."
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