Kia confirmed as debut YouTube Music Awards sponsor

Kia Motors is to be the debut sponsor of the first YouTube Music Awards as the car marque increases use of digital channels as a means of engaging with audiences and the Google-owned video site underlines its merits as a music channel.

The car marque has been confirmed as the exclusive presenting partner of the debut awards ceremony that will be the culmination of a week-long musical festival beginning October 27.

Soon-Nam Lee, vice president of marketing at Kia Motors Corporation, says: “Digital media has played a pivotal role in how we connect with our customers, and with more consumers going on-line every day it is only natural that we lead the way with this YouTube sponsorship.”

Kia’s branding will display prominently throughout the event, which will end with consecutive live-streamed concerts taking place in Tokyo, Moscow, London and Brazil, before concluding in New York City, on November 3.

A Kia spokesman was unable to confirm details of its marketing plans in the run up to the event when asked for comment by Marketing Week. No further sponsors of the YouTube Music Awards have been confirmed publicly.

YouTube says the event will standout from other musical awards ceremonies as it will feature tier-one music artists such as Lady Gaga and Arcade Fire alongside other top artists and some of YouTube’s biggest stars including Lindsey Stirling and CDZA.

Awards nominees will be announced on October 17 based on the amount of  shares and views the artists have generated over the past year.

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