Tori Kelly, James Bay and Jess Glynne Added To MTV EMA Line-Up
The three artists join already-announced performers Pharrell Williams, Ellie Goulding, Jason Derulo and Twenty One Pilots. The show, which marks the 22nd edition of the EMAs, will be presented by Ed Sheeran and actress/model Ruby Rose, both making their debut as award show hosts. Sheeran will also play live at the event, collaborating with British dance act Rudimental.
Mark Ronson, Ashley Benson, Fifth Harmony, Martin Garrix and Shay Mitchell of Pretty Little Liars are among the names confirmed to present awards at the show, which is broadcast live across MTV’s global network, reaching a potential 785 million households worldwide, according to the Viacom-owned company.
“In Ruby and Ed you’ve got two personalities and individual artists who are, in many ways, polar opposites,” Bruce Gillmer, executive producer of the EMAs and evp talent and music programming tells Billboard. “They both have a cute side and a bad ass side, so to bring them the two of them together we’re really expecting a dynamic atmosphere.”
The addition of Tori Kelly, James Bay and Jess Glynne to this year’s EMA bill follows all three artists being featured in MTV Push, the broadcaster’s international showcase platform for new and breaking acts. Gillmer calls MTV Push “one of the building blocks of our overall music strategy.”
“To be able to bring that into the EMAs is quite frankly one of the highlights of the event itself,” he goes on to say, calling the three newly announced performers “amazing, unique artists” who “have all had phenomenal years.”
MTV is similarly looking to repeat the success of last year’s EMAs, which took place in Glasgow, Scotland and was hosted by Nicki Minaj. According to MTV, the show drew a record breaking audience, airing in more than 160 countries and territories and generating 389 million mentions across social platforms.