YouTube announced Monday the first YouTube Music Awards, which will be live-streamed online. This is not only a first for the video streaming site, but one of the biggest award shows to exclusively be hosted online.
With names likethe show won't be lacking celebrity power, but the award show is looking to honor the less famous acts that have made YouTube the go-to place for discovering new talent. Some of YouTube's biggest stars, like Lindsey Stirling and CDZA will also perform.
YouTube has played a hand in the success of acts, likeand , whose videos went viral online before getting the attention of the mainstream media.
YouTube is giving its community an opportunity to nominate and vote on winners based on videos that have been watched and shared over the year. It will then ask viewers to vote on songs and artists by voting on social media sites.
Online streaming sites like YouTube and Netflix have made big investments in improving the quality of its content. It's a gamble that could signal a shift to Internet entertainment on par with the rise of cable television.
Netflix recently scored a big victory, with anIt was the first time an online streaming show won the prestigious award.
YouTube is building creative studio spaces in New York, Los Angeles, London and Tokyo, so that content creators can produce high-quality videos. Maker Studios, which is a media company founded by YouTube personality Lisa Donovan, says that it now distributes content on over 60,000 YouTube channels.
The streaming site also plays host to some of the biggest online personalities, like entertainer Jenna Marbles and makeup artist Michelle Phan, who has landed a deal with L' Oreal and is planning to launch her own makeup line.
The YouTube Music Awards ceremony will take place in New York City and will stream live online on Nov. 3. Director Spike Jonze and actor Jason Schwartzman will host.
Editor's note: This story was updated to include a current count of YouTube channels under Maker Studios, which has grown from 600 channels in 2012 to more than 60,000 channels this year.