The Grammys have the unrivaled prestige. The MTV Video Music Awards go for unpredictable, deliciously viral irreverence. And the BET, Billboard Music and American Music awards are better known for A-list performers than who wins which trophies.
So what will the inaugural YouTube Music Awards look like on (potentially) millions of computer screens Sunday?
Well, no one actually knows -- yet.
There are awards, with honors handed out in six categories including video and artist of the year, YouTube phenomenon, and innovation of the year. Nominees span a who's who of the Top 40 including One Direction, Justin Bieber, Katy Perry, Rihanna, Taylor Swift, Macklemore & Ryan Lewis and Selena Gomez. There are A-list acts -- Eminem, Lady Gaga, Arcade Fire and Avicii lead the bill – and actor Jason Schwartzman will host with comic-musician Reggie Watts. The show will air live at 6 p.m. EST (3 p.m. PST) from New York's Pier 36, and the webcast is scheduled for a viewer-friendly 90 minutes.
But that’s pretty much all we know.
Acclaimed filmmaker Spike Jonze, who serves as the webcast’s creative director, has promised the show is flying off the cuff with no script, no real plan and, most curiously, he would stage live music videos featuring various performers and directors as the show unfolds. This could either be a slow-moving, fast-burning train wreck or brilliance.
Whether it's painful or mesmerizing, tune in above and watch the chatter with the Pop & Hiss staff.
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