×

YouTube Music Awards to Return in 2015, But Not as a Live Event

Vidsite pacts with Vice Media to produce original music videos to debut in March 2015

YouTube, as part of its stepped-up push into the music biz, will bring back the YouTube Music Awards next March and has renewed a pact with Vice Media to produce it.

However, unlike the first go-round last year, the 2015 YouTube Music Awards won’t be a live-streamed event — it’s essentially a one-day music takeover of the site in late March, featuring original videos produced by Vice.

The vidsite’s inaugural YouTube Music Awards last year in New York was patterned after shows like the MTV Video Music Awards, to highlight major stars and up-and-coming musicians on YouTube.

The 2013 show, directed by filmmaker Spike Jonze and executive produced by Vice and Sunset Lane Entertainment, featured performances by Eminem, Lady Gaga, Avicii, Arcade Fire and others. The Nov. 3, 2013, livestream of the show — a largely improvised and somewhat awkward production — drew a peak audience of around 220,000 viewers, but the on-demand archive of the kudocast has since been viewed more than 54 million times.

The Internet-video giant is reprising the YouTube Music Awards following the launch this month of YouTube Music Key, an advertising-free subscription service that offers offline video viewing and other features, with access to more than 30 million songs via Google Play Music. It’s currently in an invitation-only beta phase, with select users able to try it out for six months free, after which YouTube will open it up at a promo price of $7.99 per month.

Last year’s awards were based on fans voting by sharing and liking videos of their favorite artists. The 2015 YouTube Music Awards winners will be selected based on total user activity, with awards being handed out (virtually) in various categories. The video site has launched a new channel for the awards, at youtube.com/musicawards, which in the next week will feature new videos from artists including GD X TAEYANG and Megan Nicole.

The 2015 YouTube Music Awards will again be sponsored by Kia Motors.

Popular on Variety

More Digital

  • Stephen Fry, David Oyewelo and Nicole

    Stephen Fry, David Oyewelo and Nicole Scherzinger Among Celebs Campaigning for 'Movember' in Charity Video

    Hollywood stars are partnering with men’s health charity, Movember, to support the moustache and raise awareness about the org’s fundraising campaign. Comedians Stephen Fry, Stephen Merchant, actor David Oyewelo and survival expert Bear Grylls join former Pussycat Dolls star Nicole Scherzinger in a new public service announcement explaining why the ‘stache is so important. Watch [...]

  • YouTube Originals A Heist With Markiplier

    YouTube's First Interactive Special Stars Markiplier and Has 31 Possible Endings

    YouTube is diving into interactive entertainment with a new special featuring popular gaming creator Markiplier as a black-clad super-criminal who tries to steal a priceless artifact from the world’s most secure museum. Along the lines of Netflix’s “Black Mirror: Bandersnatch,” viewers will control the outcome of the interactive movie, “A Heist With Markiplier.” The first-person [...]

  • Euphoria HBO

    'It's an Explosion': Inside the Rising Costs of Making a Scripted TV Series

    When Apple TV plus launches on Nov. 1, it will do so with what’s arguably the most expensive new-series lineup in TV history. Among the streamer’s initial offerings are the drama “The Morning Show,” bearing a price tag believed to be more than $15 million an episode, and the dystopian sci-fi series “See,” which is [...]

  • Erika Nardini - Barstool Sports

    Listen: Barstool Sports CEO Learns From Digital Media's Past Mistakes

    Long before she became CEO of Barstool Sports, Erika Nardini had a front-row seat to the early days of the internet advertising world and she has no intention of repeating its errors. Over a career that saw stops at AOL, Microsoft, Yahoo and Demand Media, she watched as the digital powerhouses of yesteryear cluttered the [...]

  • Dany Garcia

    Dany Garcia Invests in Privacy-Focused Social Media Service MeWe

    Dany Garcia, CEO of Seven Bucks Productions and founder, CEO and chairwoman of the Garcia Companies and TGC Management, has taken a minority investment in MeWe, a startup that positions itself as a social network rival to Facebook — but one that gives users full control over their own data and privacy. Garcia co-founded Seven [...]

  • Meg Whitman and Jeffrey Katzenberg Quibi

    Quibi Says It Has Sold Out $150 Million First-Year Ad Inventory

    Nearly six months before Quibi is slated to hit the market, a cluster of large advertisers has committed millions in ad spending to the ambitious — and untested — premium mobile-video brainchild of Jeffrey Katzenberg. Quibi announced that it has sold out its $150 million advertising inventory for the first year. The startup’s category-exclusive ad partners [...]

More From Our Brands

Access exclusive content