In an attempt to shake up the rigid awards ceremony formula, the inaugural YouTube Music Awards which took place at Pier 36 in New York City on Sunday involved the creation of music videos, directed live at the event. Arcade Fire kicked off the proceedings with a performance of “Afterlife” from their new album Reflektor. Directed by Spike Jonze, the video features actress Greta Gerwig dancing her way energetically from her apartment kitchen to the front of the stage with a group of young girls in tow.
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