If Google is your go to for information, then YouTube is most likely your go to for videos. Whether it’s to listen to your favourite artist or a quick fix for a laugh – we all know how it works. It’s accessible, entertaining and best of all – it’s free.

Now with a world first, on November 3, the inaugural YouTube Music Awards will be streamed live from New York City. Hosted by Jason Schwartzman and directed by Spike Jonze, it’s set to be an impressive 90 minutes of entertainment (cyber entertainment that is). Having worked with the likes of Fatboy Slim and Bjork, Jonze is renowned for his left of center approach. It’s the perfect fit, one that will allow him to celebrate creativity and difference, true to YouTube’s character.

The influence YouTube has had on the music industry since its launch in 2005, continues to exceed expectations. Social media has completely changed the way we consume music. Through both convenience and accessibility, it’s easy to get lost in a sea of comments and recommendations. Before you know, it’s 1969 and you’re in Stockholm watching Jimi Hendrix performing live – not literally of course but the possibilities are endless.

These types of experiences are a direct reflection of the rapidly changing media landscape. As it continues to evolve, so does the music industry – it has no choice. It’s 2013 and these awards are indication that the real power players are now being embraced – the people. With each view, each click, each like, they all bring with them a wealth of influence. This allows for a more grounded approach; a voice for the undiscovered and a new level of creative freedom for current artists.

Lady Gaga, Eminem and Arcade Fire are all set to perform at the show next month. By covering all bases (pop, rap and rock) it’s social media intelligence at its best – something for everyone. It will be interesting to see how many ‘views’ the awards show will manage to clock up itself. Creating even more suspense, who will be the next PSY? Can another underdog show little Bieber and his monkey how it’s really done?

Voting will be open October 17 and it’s up to you to decide the winners. So get on board, get excited. It’s called YOU Tube for a reason.

Written by Kylie O’Connell

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