Kia to sponsor star-studded YouTube Music Awards

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

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. 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message