Image Source: YouTube

It’s almost time as the first ever YouTube Music Awards (YTMAs) goes live today at New York’s Pier 36. The live show celebrates artists and songs that YouTube users have made into global hits. Jason Schwartzman, indie film actor-musician, will be co-hosting the awards tonight at 6 pm EST, as the 90-minute event also features Lady Gaga, Eminem, M.I.A. and many more artists.

The YTMAs will showcase nominees in six categories including Video of the Year, Artist of the Year, and YouTube Phenomenon of the Year. The event is being live-streamed across the world and although it will showcase a combination of big-time musical artists and YouTube users, the show does not have an official script.

Spike Jonze, director of the event stated that his intention is to differentiate the YTMAs from traditional award shows by focusing on the live aspect. The event is said to feature “complex” music videos, extreme camera work and special effects, all of which will be executed in the moment. Regardless the YTMAs could potentially create substantial opportunities for itself as the show mixes traditional award show content, which is normally broadcasted on television, and live viral moments that draw the online audience.

You can watch the pre-award celebration in Rio, which is being broadcasted live, below:


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