After seeing the power of YouTube in action—thanks in part to the viral success of the Kia Soul's hamster campaign—the Kia brand has formalized its support for the virtual video community by becoming the presenting sponsor of the world's first YouTube Music Awards.
The "unprecedented digital music entertainment event" actually will span a number of weeks, beginning on Oct. 17, 2013, when a list of nominees for the awards will be released. Some two weeks of fan voting will follow, leading up to a music marathon that will include performances by Lady Gaga, Eminem, and Arcade Fire, among others, as well as a New York City finale on November 3, when the main awards will be presented. All-around film all-star Spike Jonze will direct the event, which will put Kia "at the forefront of this cutting-edge paradigm that sets a new standard for music awards."
Said Soon-Nam Lee, vice president of marketing for the Kia Motors Corporation: “The YouTube Music Awards will be a first in digital and music entertainment and Kia is proud to be the presenting sponsor of this event. Digital media has played a pivotal role in how we connect with our customers, and with more consumers going online every day to engage with content, it is only natural that we lead the way with this YouTube sponsorship.”