For the first time, MTV is asking viewers to both nominate acts and choose winners for the awards, due to be hosted by Snoop Dogg. Among early confirmations for performers are Mika and Foo Fighters.
Web is launching initiatives throughout Europe to encourage auds to vote, with online and mobile polls making up much of the decision process.
Audiences can also nominate up-and-coming artists to compete in a European-wide competition on the MTV and Sony Ericsson website.
Semi-finalists across 18 MTV markets will be narrowed down to three acts, with the ultimate New Sounds of Europe winner performing during the awards show.
“For the first time ever, MTV’s audiences are taking total control of the awards by choosing nominees and winners. With the debut of the New Sounds of Europe Award, the EMAs will be introducing new artists and music to Europe and the world in an unprecedented way,” said Richard Godfrey, executive producer of the show.