YouTube Music and the American Music Awards‘ two-year partnership was penned largely in part by the head of marketing at YouTube Music, Angela Courtin. Courtin stated that this partnership is “a natural extension of the intimate artist-fan connection that is made possible on YouTube’s global platform.”
Earlier this year, Instagram Stories released a vertical-video competitor with YouTube called IGTV.
Details about the partnership are fairly scarce; however, a representative from Dick Clark Productions, the company that produces the American Music Awards, told Variety that it would also provide creative content for the show. The show will air on October 9, and viewers can view the show on YouTube’s official channel.
“We look forward to enhancing the AMAs in a unique, innovative, and immersive way,” Dick Clark Productions CEO Mike Mahan states.