×

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

  • 'Parasite,' 'Jojo Rabbit' Win ACE Eddie

    'Parasite,' 'Jojo Rabbit' Win ACE Eddie Awards for Top Feature Films

    “Parasite” and “Jojo Rabbit” have won the top feature film trophies at the 70th Annual ACE Eddie Awards at the Beverly Hilton Hotel. Jinmo Yang won the dramatic feature category for “Parasite” over “Ford v Ferrari,” “Joker,” “The Irishman,” and “Marriage Story.” The victory marks the first time in ACE Eddie Awards history that a [...]

  • Gregg Smith, Dancer and Choreographer Assistant,

    Gregg Smith, Dancer and Choreographer Assistant, Dies at 73

    Gregg Smith, a dancer, casting director and assistant choreographer who had a long association with director Kenny Ortega, has died. He was 73. Smith died on Jan. 1. The industry veteran worked as a performer in the national touring company of the musical “Hair” and in a Los Angeles production of “Jesus Christ Superstar.” He [...]

  • Cynthia Erivo25th Annual Critics' Choice Awards,

    Cynthia Erivo Talks Singing Live on Set for 'Genius: Aretha'

    Cynthia Erivo confirmed the rumor that she is indeed singing live on set for “Genius: Aretha.” During the Nat Geo series’ Television Critics’ Association press tour pane, Erivo discussed how singing live allowed her to capture the voice and essence of the Queen of Soul Aretha Franklin. “Singing is my second language, the rumor is [...]

  • Ramy Youssef, star of the upcoming

    TV News Roundup: Hulu Reveals 'Ramy' Season 2 Premiere Date

    In today’s TV news roundup, Hulu released premiere dates for “Ramy,” “The Great” and “Solar Opposites,” and Variety obtained an exclusive clip from “Duncanville.” DATES Showtime announced Mo’nique‘s new standup comedy special, “Mo’nique & Friends: Live From Atlanta,“ will air Feb. 7 at 10 p.m. The hour-long special features a variety of talented newcomers including Prince T-Dub, [...]

  • Armando Iannucci on Leaving 'Insult Heavy

    'Avenue 5': Armando Iannucci on Leaving 'Insult Heavy Political Dramas' Behind

    In a sketch from “The Armando Iannucci Shows,” a Channel 4 series from the “Veep” creator’s early catalogue, a couple tours a house with an eye to buying it. However, they discover that the property is, in fact, a paper drawing made by a bunch of youths with massive, life-sized crayons. Such commentary on the [...]

More From Our Brands

Access exclusive content