YouTube held its first music awards ceremony on Sunday. Jason Schwartzman and Reggie Watts hosted, and Arcade Fire, Lady Gaga, Eminem, M.I.A. and Avicii performed.
Arcade Fire did their song Afterlife. and the YouTube Spotlight channel has posted this video of the performance with direction from Spike Jonze and John Gonzalez and production by Sunset Lane Entertainment and VICE.
Unfortunately, embedding is disabled (seemingly going against everything YouTube stands for), so you’ll have to click over to watch it.
Last week saw Arcade Fire released their entire new album, Reflektor, for free on YouTube, making it available for fans ahead of the October 29th release. That video is no longer available, but you should have no problem finding the album on Spotify, iTunes, Amazon, etc.
Google had developed a significant history with the band over the years. As far back as 2010, the company partnered with the group on a Chrome experiment – an interactive music video showcasing HTML5. Then, in September, the two partnered again on another interactive video.
It’s no surprise to see the band playing a significant role in Google’s new music awards.