You Tube video awards will have an international flavour
More details on the first YouTube Music Awards to take place on November 3 and livestream globally starting at 6 pm Eastern US time.
Car firm Kia will be the exclusive title sponsor for the 90-minute event being broadcast from Pier 36 in New York.
Artists to perform include Lady Gaga and Eminem; the international flavour will be added by performances broadcast from London, Moscow, Seoul and a city in Brazil still to be decided.
The event is officially titled "YouTube Music Awards Presented by Kia," and the brand will be featured throughout the show. The host is Jason Schwartzman.
YouTube will hand out awards in six categories during the live event which can only be seen on YouTube.
Artists will be nominated based on YouTube data such as views, likes and shares of videos for those artists' songs. After nominees and award categories are announced in mid-October, people will be able to vote for who they want to win until the November 3 show.
Like MTV's Video Music Awards, the YouTube event will be both celebration and concert. "We're not just handing out awards," said YouTube VP-marketing Danielle Tiedt.
Filmmaker Spike Jonze, who directed "Where the Wild Things Are" is the show's creative director.
The show is "a logical next step for us in how we support artists and bands on [YouTube] and how we showcase what YouTube's part is in the music ecosystem," Ms. Tiedt told AdAge.
YouTube had been discussing putting on a music awards show "for a couple years" before deciding to organise the event this year, Ms. Tiedt said.
You Tube will certainly have been encouraged Miley Cyrus's performance at this year's VMAs that brought more than 203 million related video views on YouTube.
"I think twerking will not be at the YouTube Music Awards, although never say never," said Ms. Tiedt. Ms. Cyrus's "Wrecking Ball" music video has notched more than 173 million views on YouTube.
Ms. Tiedt wouldn't say what the show is costing Kia or how much YouTube is spending .
The show will be available to watch on YouTube after the November 3 livestream, and YouTube will be running prerolls video ads and display ads against that on-demand video. Those spots will be sold by Google/YouTube's sales team, but advertisers will also be able to bid for them through Google's advertising auctions, Ms. Tiedt said.