YouTube Music has settled a two-year deal to become the first presenting sponsor of the American Music Award.
According to Variety, following the deal, YouTube will be promoted as the exclusive platform to stream music, videos and live performances from AMAs. The award show will be broadcasted on October 9 on ET live.
Confirming the deal, Angela Courtin, global head of marketing for YouTube Music TV and originals said that the partnership is a natural extension of artist-fan connection that the platform enables. Earlier this year, Google relaunched YouTube Music in both free (ad-supported) and premium version (add free).
Unlike other jury-based awards, nominees in AMAs will be selected based on how the fans interact. First held in 1974, VMAs includes the award in categories including pop/rock, alternative rock, country, contemporary inspirational, adult contemporary and rap/hip-hop.
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