The First Ever YouTube Music Awards Get Underway This Weekend - What Can You Expect From It?
On Sunday, 3 November, the internet's brightest viral music videos will be celebrated for the first time
The YouTube Music Awards will celebrate the achievements made online by both well-known and some more obscure (outside the world of viral videos) musicians for the first time this Sunday (3 Oct.) and the organisers have pulled out all the stops to make sure that the awards show starts with a bang. In fact, the awards show will be so extravagant that the man in charge of bringing it to life - Spike Jonze - doesn't even know what to expect.
Spike Jonze (L) and Jason Schwartzman (R) are in control of the night in their respective roles
Jonze, the director of countless award-winning music videos such as Weezer's 'Buddy Holly' and 'Sabotage' by The Beastie Boys, has been brought in as creative director of the event, tasked with making the awards show one to remember and one to challenge the established musical showcases, such as the MTV VMAs. Alongside fellow music video veteran Chris Milk and executive producers Vice Media and Sunset Lane Entertainment, Jonze isn't planning on making a showcase that can be easily compared to the VMAs or the Billboard Awards, for example, as they are going for a completely unique take on the tried and tested music awards ceremony.
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