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Lady Gaga, Eminem and Arcade Fire are among the artists who will perform at the first YouTube Music Awards, a new global event that will air live on YouTube on Nov. 3.
Google's 8-year-old video sharing service announced the 90-minute awards show Monday night, saying YouTube will reveal six award categories in mid-October. Data from YouTube users will drive the nominations, and users will vote for the winners.
Leading up to the live show in November, YouTube will showcase hours of pre-recorded performances taped across the world, including Seoul, Moscow, Rio de Janeiro and London. Those will lead to the live event at Pier 36 in New York City.
"Music is a huge part of what YouTube is and what YouTube has become to music fans around the world," Chelsea Maughan, a YouTube spokeswoman told Mashable. "The YouTube Music Awards represent the next step in terms of celebrating how big music is on YouTube."
The main broadcast will feature mainstream stars as well as musicians who have built significant followings on YouTube, such as violin dub-step artist Lindsey Stirling and the "musical experiment" group CDZA, who have 3.2 million and 215,000 YouTube subscribers, respectively. Music mashups during the show will blend YouTube stars with more high-profile celebrities. Filmmaker Spike Jonze will serve as creative director, while VICE and Sunset Lane Entertainment will take on executive producing duties.
"We're setting out to create a night that's all about making things and creativity in the spirit of everyone that uses YouTube," Jonze said in a statement. "As well as giving out awards, we'll be making live music videos. The whole night should feel like a YouTube video itself."
Maughan said YouTube hopes to show that — without YouTube — people like Psy may never have gotten a record deal.
Danielle Tiedt, YouTube’s vice president of marketing, added in a statement: "From catalyzing careers and pop culture phenomena to propelling a song's rise to No. 1 on Billboard's Hot 100, our global community’s influence is felt across the music industry."