Google wants to leverage YouTube's popularity with music fans and transform the site into an authority on what the world is listening to. To further that quest, Google announced that the world's most popular video site will hold its first YouTube Music Awards on Sunday, November 3—a glitzy, globe-trotting ceremony packed with pop stars and spanning four continents.
In true Google style, nominees for the awards will be based on the music videos people have been watching and sharing on YouTube over the past year. The company didn't say whether it will count all music videos on the site, or only official versions on popular YouTube channels such as Vevo, however.
The ceremony will be streamed live on YouTube with performances by Lady Gaga, Eminem, Arcade Fire, and YouTube sensations such as Lindsey Sterling. The awards show itself will take place in New York City, with satellite events happening in Seoul, Moscow, London, and Rio.
In a play to attract the hipster demographic, Google has tapped Spike Jonze to direct the awards and actor Jason Schwartzman will host.
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