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 YouTube 2nd Music Awards

The YouTube music Awards are undergoing an overhaul for his or her 2nd variation subsequent year, scrapping a celeb-studded gala and instead having a look at movies’ online buzz.

The blockbuster video-sharing site in November 2013 debuted the YouTube song Awards, with a are living streamed exhibit from the big apple that regarded geared toward creating a next-technology, new-media successor to the MTV Video song Awards.

The YouTube inaugural awards have had more than 54 million views but acquired a blended reception among social media users. One widespread criticism was that the awards lacked a singular YouTube taste, with rap celebrity Eminem no stranger to accolades chosen as Artist of the yr.

YouTube, which is owned by Google, stated Wednesday that as an alternative of a bodily-world express, which in 2013 was hosted by way of director Spike Jonze, it could grow to be the website online for in the future in March 2015 to present the awards.

“For one special occasion, music would be the headline act on YouTube,” the company’s official blog said.

“We are going to take this second to have fun the largest and emerging artists through new and unique track video collaborations with top administrators and creators,” it mentioned.

YouTube Goes Online for Second Music Awards

While eager to succeed in out to tune fanatics, YouTube will scrap the inaugural awards’ methodology of counting votes from enthusiasts. As an alternative, the YouTube track Awards will use metrics that exist already on the video-sharing web page to determine reputation, a company legit mentioned.

The second awards ceremony will purpose to be ahead-having a look by means of picking out videos that are expected to generate buzz within the coming yr, slightly than honoring previous performances, the legit said.

The decision to hold a 2d spherical of the YouTube tune Awards comes as the corporate promotes a brand new subscription service.

The company ultimate week introduced YouTube tune Key, so that it will enable subscribers to hearken to track without advertisements and without an web connection.

Through YouTube track Key, Google is seeking a larger slice of the web track industry and to compete more forcefully with the likes of Spotify streaming provider, Apple’s iTunes and Pandora internet Radio.

YouTube promised to debut quite a few movies via outstanding artists within the coming months beforehand of the awards.

Unlike many prizes, the YouTube music Awards have been international in scope.

At the inaugural adaptation, the South Korean pop group ladies’ technology, which has a wide following in Asia, beat out Western superstars to win Video of the 12 months for “I bought a Boy.”