As at the time of posting, we have over 214,000 people watching the Live feed of this inaugural awards.
The Grammys have the unrivaled prestige. The MTV Video Music Awards go for unpredictable, deliciously viral irreverence. And the BET, Billboard Music and American Music awards are better known for A-list performers than who wins which trophies.
So what will the inaugural YouTube Music Awards look like on (potentially) millions of computer screens Sunday?
Well, no one actually knows -- yet.
There are awards, with honors handed out in six categories including video and artist of the year, YouTube phenomenon, and innovation of the year. Nominees span a who's who of the Top 40 including One Direction, Justin Bieber, Katy Perry, Rihanna, Taylor Swift, Macklemore & Ryan Lewis and Selena Gomez. There are A-list acts -- Eminem, Lady Gaga, Arcade Fire and Avicii lead the bill – and actor Jason Schwartzman will host with comic-musician Reggie Watts.