Dive Brief:
- YouTube is hosting its first live streaming music awards show at 6 p.m. on Nov. 3, sponsored by Kia and featuring live performances from locations including London, Moscow and Seoul.
- The 90-minute event will see six artists receive awards, with nominations based on YouTube views, likes and shares. Fans will be able to vote for which nominees take home the awards.
- Kia's sponsorship includes an official spot in the event's name, "YouTube Music Awards Presented by Kia," and the brand will be frequently plugged throughout the evening.
Dive Insight:
A music awards show seems like a natural progression for YouTube. The fact that the event will be available for viewing after the event will likely provide an advantage over live TV streams, especially since YouTube users have become accustomed to viewing on their own terms. This is especially good for Kia, as repeated viewings give the auto company even more exposure. Expect to see more brands jump on board for the next one.
