×
You will be redirected back to your article in seconds

YouTube Music Signs American Music Awards Two-Year Title Sponsorship Deal

YouTube Music inked a two-year deal to be the first presenting sponsor of the American Music Awards — positioned as the marriage of two brands all about music of the people, by the people, and for the people.

Under the deal between Google and Dick Clark Prods.’ AMAs, YouTube Music will be promoted as a go-to music platform for streaming music, videos, live performances and other content. In the U.S., ABC will broadcast the 2018 American Music Awards on Tuesday, Oct. 9, starting at 8 p.m. ET live from the Microsoft Theater in Los Angeles.

Details on what the partnership will entail are slim at this point. A rep for DCP said the company will work with YouTube on “creative content to support the show” with more details to follow. Content will be distributed on the AMAs’ official YouTube channel at youtube.com/TheAMAs.

YouTube Music’s partnership with The American Music Awards is a natural extension of the intimate artist-fan connection that is made possible on YouTube’s global platform,” Angela Courtin, global head of marketing for YouTube Music, TV and originals, said in announcing the pact.

This spring, Google relaunched YouTube Music, available in a free, ad-supported version as well as a premium version without ads for $9.99 per month. It competes head-to-head in the crowded streaming-music category against players including Spotify, Apple Music and Amazon Music Unlimited.

For its part, DCP sees the deal as helping get the AMAs in front of YouTube’s massive 1 billion-plus monthly user base. “YouTube brings global reach, awareness and engagement to the American Music Awards unlike ever before,” said Mike Mahan, CEO of Dick Clark Prods. “We look forward to enhancing the AMAs in a unique, innovative and immersive way.”

Unlike with jury-voted awards, the AMAs nominees are selected based on fan interactions including streaming, album and digital song sales, radio airplay, social activity and touring. The measurements are tracked by Billboard and data partners including Nielsen Music and Next Big Sound. For the 2018 awards, the data was compiled between Sept. 15, 2017, and Aug. 9, 2018.

The American Music Awards, first held in 1974 after ABC lost its deal to air the Grammy Awards, bills itself as the world’s largest fan-voted awards show. The AMAs presents awards in pop/rock, alternative rock, country, rap/hip-hop, soul/R&B, adult contemporary, contemporary inspirational, Latin, EDM and soundtrack genres, as well as the categories of artist of the year, new artist of the year, collaboration of the year, tour of the year and video of the year. The AMAs telecast is distributed in more than 200 countries and territories worldwide.

Pictured above: P!nk (l.) and Kelly Clarkson at the 2017 American Music Awards

More TV

  • Melissa McCarthy as "Lee Israel" and

    WGA Awards 2019: 'Can You Ever Forgive Me?,' 'Eighth Grade' Win Screenplay Awards

    In a pair of upsets, “Can You Ever Forgive Me?” has won the Writers Guild of America’s adapted screenplay award for Nicole Holofcener and Jeff Whitty and Bo Burnham has won the original screenplay award for “Eighth Grade.” “Can You Ever Forgive Me?,” based on the memoir of the late Lee Israel, topped the screenplays [...]

  • 50 Cent Power

    NYPD Officer Under Investigation for Allegedly Telling Police to Shoot 50 Cent 'on Sight'

    A New York City precinct commander is under investigation for allegedly telling officers to shoot rapper 50 Cent on sight, a police rep confirmed to Variety on Sunday. “The matter is under internal review,” an NYPD rep said, declining to answer further questions. Deputy Inspector Emanuel Gonzalez is accused of telling officers during a June 7 roll [...]

  • Bohemian Rhapsody

    'Bohemian Rhapsody,' 'Marvelous Mrs. Maisel' Among Cinema Audio Society Winners

    Queen biopic “Bohemian Rhapsody” won the Cinema Audio Society’s top prize for sound mixing at Saturday night’s 55th annual CAS Awards. The film is Oscar-nominated for sound mixing this year along with “Black Panther,” “First Man,” “Roma” and “A Star Is Born.” In a surprise over heavy-hitters “Incredibles 2” and “Spider-Man: Into the Spider-Verse,” Wes [...]

  • Marvelous Mrs Maisel Vice

    'Vice,' 'The Marvelous Mrs. Maisel' Lead Make-Up and Hair Stylists Guild Awards Winners

    Adam McKay’s Dick Cheney biopic “Vice,” starring Oscar nominees Christian Bale, Amy Adams and Sam Rockwell, won two awards at the sixth annual Make-Up and Hair Stylists Guild Awards Saturday night. The film won for best period and/or character makeup as well as special makeup effects. “Mary Queen of Scots” received the prize for period [...]

  • Jussie Smollett Good Morning America

    Jussie Smollett Angrily Denies Complicity in Attack

    Attorneys for “Empire” actor Jussie Smollett issued a statement Saturday denying that he orchestrated his Jan. 29 assault, and saying he is “angered” and “devastated” by recent developments in the case. Chicago police want to interview Smollett, after learning new evidence from two Nigerian brothers who were released on Friday night. Local media outlets have [...]

  • Jussie Smollett Empire

    Chicago Police Want to Talk to Jussie Smollett as New Evidence Emerges

    Chicago police are seeking to re-interview “Empire” actor Jussie Smollett, after new evidence emerged in his alleged assault. Smollett has claimed that two men attacked him at 2 a.m. on Jan. 29, yelled racial and homophobic slurs, poured bleach on him, and put a noose around his neck. The Chicago Police Department has consistently said [...]

More From Our Brands

Access exclusive content