Macklemore and Ryan Lewis dominate new YouTube award noms
Continuing on their path to total awards show domination, Seattle duo Macklemore and Ryan Lewis have made yet another impressive showing, with multiple nominations for the first-ever YouTube Music Awards.
The "Same Love" and "Thrift Shop" artists have been nominated for Video of the Year, Artist of the Year, YouTube Breakthrough and YouTube Phenomenon.
There are just six awards being given during the November 3 show, which will be co-hosted by Jason Schwartzman and Reggie Watts.
The YouTube Music Awards will be streamed on the video sharing website, and is expected to take on a very different tone than other music awards. Unlike conventional awards shows, which nominate and awards artists based on votes from industry insiders, the YouTube Music Awards selected nominees based on view counts and social sharing, and offers social voting, adding to its viewer-driven theme.
YouTube, which was previously seen merely as a method of sharing amateur videos, has proven its importance in the entertainment industry. Since 2012, both Billboard and Nielsen have begun counting YouTube views in their ranking, and last month, singer Miley Cyrus's "We Can't Stop" broke multiple viewing records on the site, which drove sales of the single as well as her album, "Bangerz."
Other top nominees include Justin Bieber, Psy, and Walk Off the Earth. Avicii, the Arcade Fire, and Lady Gaga are all scheduled to perform.
Voting opened on Monday. You can cast your vote here.