Google’s Gemini to Make Its Directorial Debut at MAMA AWARDS; Global Livestream Begins Nov. 20

A groundbreaking fusion of AI and K-pop creates a new stage connecting fans around the world

Global tech giant Google has partnered with the world’s largest K-pop awards show, MAMA AWARDS, in a collaboration combining next-generation artificial intelligence (AI) technology with video platforms.

At the event, which will be held Nov. 20-21 at Kyocera Dome Osaka in Japan, Google will showcase a wide-ranging collaboration spanning its latest generative AI model, Gemini, and global video platform YouTube. The partnership will allow K-pop fans in South Korea and major countries around the world to enjoy the festivities live, without barriers.

With YouTube streaming added alongside traditional broadcast channels and OTT platforms, access for global viewers is expected to improve dramatically. Particularly noteworthy is Gemini’s central role in producing the event. The collaboration between the production team and AI will go beyond basic technical support, extending from planning pre-event promotions to creating the awards show’s opening video and directing highlight performances by leading artists.

Interactive content that fans can participate in will also be significantly expanded. Before and after the event, viewers worldwide will be able to explore music by the artists in depth through dedicated playlists and Music Stations on YouTube Music. On awards day, live streaming, short-form content known as Shorts and live chat will enable real-time communication among global fans across borders.

The two sides will also jointly present the Best Music Video award, one of the main genre-category awards. They plan to spotlight the singular creativity of K-pop music videos and their impact on the global music market.

Google said the partnership was “the culmination of the company’s core capabilities.” A company representative called it “a project that brings together our innovative technologies, from the advanced AI technology Gemini to YouTube, where billions of fans around the world gather,” adding, “We will provide all the technological and platform support we can to help K-pop artists’ original visual storytelling expand without limits onto the global stage.”