When YouTube selected Spike Jonze to lead its first annual music awards, the renegade director fiercely resisted traditional award-show thinking. Rather than staging a series of typical musical performances, the show featured the filming of live music videos by enormous names such as Lady Gaga, Arcade Fire and Eminem.
For the first time ever, full-scale music videos were created in one take using Live Cinema™ technology before the show’s audience.
“Robb - I'm thankful you were there because you really facilitated our crazy dreams.”
– Chris Milk, Co-Director