YouTube said the awards are a recognition that "music fans have turned YouTube into the world's go-to music destination."
"Now, to celebrate music fans and the music you love, we're announcing a new kind of awards show—one powered by you," YouTube's marketing vice president Danielle Tiedt said in a blog post late Monday.
The Google-owned service said it will make nominations on October 17 and "we'll then call on you to determine the songs and artists honored, by sharing the nominees across social media so the awards are judged in full view of everyone."
The awards will be made in a live-streamed event including "top artists and some of YouTube's biggest stars."
It will feature "performances and musical collaborations from Seoul, Moscow, London and Rio, culminating in a live event in New York City," Tiedt said.
The award ceremony is also being backed by Kia Motors.
The categories will be announced later this month and will be based on viewer votes. The company's vice president of marketing, Danielle Tiedt, stated, "Music is our bread and butter and our heart and soul here at YouTube." It appears the award ceremony will focus primarily on music as it is the most viewed and varied on the video platform.
Further details of how the 90 minute live performance will be organised or broadcast will, most likely, be revealed later this month. The organisers are hoping to "create live videos during the award shows so that the experience becomes more about creating than presenting." Tiedt also promised the show would be "something special" and not simply just "another award show."
The success of this show lies, as with YouTube, in the hope that viewers will share their favourite videos. Thus it will be impossible to create ratings figures.
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