Given the vast impact the YouTube platform has had on the music industry over the years, it's quite surprising that it has taken so long for the company to host their own award ceremony, celebrating the artists who have utilised the visual medium to further their exposure.
This morning, Australian time, the very first YouTube Music Awards took place and the results weren't so much a pat on the back to the biggest artists nominated, but saw a few relative unknowns take down well-known names.
Hosted by Jason Schwartzman and Reggie Watts at New York City's Pier 36, the event featured performances from some of the biggest names in the music scene including Eminem, Arcade Fire, MIA and Earl Sweatshirt and Tyler, the Creator, all performing “live music videos” directed by the legendary Spike Jonze.
The award winners are below:
