There will be a week-long build up to the awards itself, beginning on 27 October, which will attempt to showcase the "best music content on YouTube".
Live-streamed concerts will be held at venues in
Nominations for the YouTube Music Awards will be announced later this month and will include an online vote that will end on 2 November.
Soon-Nam Lee, vice president of marketing at Kia Motors, described the awards as a "first in digital and music entertainment". Lee said Kia has entered into the sponsorship because "digital media has played a pivotal role" in how it connects with its customers.
The Kia sponsorship comes after rival
Google is increasingly positioning itself as a traditional broadcasting channel in its own right with TV-style sponsorship deals and exploring a pay TV model by allowing popular YouTube channels to start a subscription service.