The inaugural YouTube Music Awards honors and inspires creativity. YouTube, Vice Media and visionary director Spike Jonze, set out to turn the awards show format on its head.

The fans were in control: Nominees were based on YouTube data trends, looking at views, shares, comments and subscriptions. Voting was opened to fans around the globe using shares on social media – making the awards public, transparent, and a massive social success.

Then, in a truly live setting, we made 8 original, one-take music videos – presenting awards, and celebrating a global audience of fans who nominated and voted for the final winners

The YouTube Music Awards were announced on October 8th with a teaser trailer on YouTube with host Jason Schwartzman announcing the show.

Nominations went live two weeks before the show, while an out-of-home, TV, radio and online ad campaign built awareness for the show as press teased performers and talent.

The awards kicked off on November 3, live from Seoul, starting a 13-hour day of programming from events in Seoul, Moscow, London and Rio, building global awareness before the New York awards show.

The VOD experience went up immediately after the show, garnering millions of views across YouTube.

The YTMAs have become the largest YouTube marketing campaign to date, eclipsing previous programs by over 3x in terms of viewership, press and social mentions. In terms of fan response, we had 3.3M votes, with 5.5M mentions on social media across the world. There were over 2,700 press stories, all reinforcing a media plan which delivered 3.38B media impressions globally. In terms of viewership, there were 862K views of the live stream, with 37.7M further views of the video-on-demand clips in the following 14 days.