The awards are back to celebrate artists who have achieved huge success through the platform, but will no longer be a live event.
On 23 March the YouTube Music Awards are returning, following their debut in 2013. This year’s format sees a departure from that of the inaugural ceremony, which took the form of a live streamed event directed by Spike Jonze. Instead, YouTube is teaming up with VICE Media to release a set of brand new music videos on the day to celebrate the successes of various artists on YouTube.
The winners of the awards were announced on the official YouTube blog, and were chosen by the public: “These YTMA artists were chosen by you. Thanks to your love, they showed the biggest growth in views, subscribers and engagement over the last six months. That’s what makes them artists to watch on YouTube in 2015, and YTMA winners.”
The YTMA channel has released a video to coincide with the news:
The new music videos will be aired March 23 at 10am PT. Performers include Charli XCX, Martin Garrix and Ed Sheeran.