Kia to sponsor star-studded YouTube Music Awards

Kia has signed up as sponsor of the first YouTube Music Awards, which will take place on 3 November with performances from Eminem, Lady Gaga and Arcade Fire.

Jason Schwartzman: introduces the YouTube Music Awards
Jason Schwartzman: introduces the YouTube Music Awards

There will be a week-long build up to the awards itself, beginning on 27 October, which will attempt to showcase the "best music content on YouTube".

Live-streamed concerts will be held at venues in SeoulMoscowLondon and Brazil in the 24-hours before the awards show at Pier 36 in New York. Spike Jonze, the director of ‘Being John Malkovich’, will direct the show.

Nominations for the YouTube Music Awards will be announced later this month and will include an online vote that will end on 2 November.

Soon-Nam Lee, vice president of marketing at Kia Motors, described the awards as a "first in digital and music entertainment". Lee said Kia has entered into the sponsorship because "digital media has played a pivotal role" in how it connects with its customers.

The Kia sponsorship comes after rival Toyota replaced its long-standing partnership with Channel 4’s T4 with a seven-figure sponsorship deal with online music platform Vevo.

Google is increasingly positioning itself as a traditional broadcasting channel in its own right with TV-style sponsorship deals and exploring a pay TV model by allowing popular YouTube channels to start a subscription service. 

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