YouTube, the Google-owned division known for its extensive online video library, lends its name to a 6,000-seat performance hall in Inglewood.

The YouTube Theater, which will open in midsummer near the SoFi Stadium and American Airlines Plaza, will host live performances and include YouTube creator events, esports competitions, awards shows, concerts. and other events.

The theater is part of a 10-year naming rights agreement between YouTube and Hollywood park, an Inglewood development backed by Los Angeles Rams owner Stan Kroenke. Financial terms of the deal were not disclosed.

“YouTube Theater will enhance the uniqueness of YouTube by combining physical ‘real life’ events that bring creators and fans together, while simultaneously sharing the same event experience with our two billion monthly global users via live broadcasts and VOD content, ”Angela Courtin, YouTube’s vice president of brand marketing, said in a statement.

YouTube Theater will help the company continue to build brand awareness in the community at a time when YouTube faces increasing competition from social media rivals like TikTok and ad-supported free streaming services that grab the attention of consumers.

In recent years, Google has expanded its presence in Southern California, opening an office inside the Spruce Goose hangar. Part of the complex also includes sound stages for productions.

YouTube, once considered an outcast in Hollywood, has strived to change its image into work closely with media companies to help them market their films and shows. During the pandemic, YouTube viewers soared, as late-night show hosts took to the video-sharing site for film yourself at home and artists organized live broadcast events when productions and venues were closed.

The three-story, 227,000-square-foot theater is part of Hollywood Park, an approximately 300-acre complex in Inglewood. The theater will have a large outdoor video screen that will showcase content from YouTube creators and artists.

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Hollywood Park said it has entered into a multi-year booking agreement with Beverly Hills-based concert promoter and operator Live Nation. Musical artists including rapper Pitbull, singer Marina and soul funk duo Black Pumas will perform at the YouTube Theater this year or next, according to a statement from Hollywood Park and YouTube.

“When deciding to build YouTube Theater, Stan Kroenke envisioned an intimate, world-class venue that exemplifies three fundamental aspects: technology, creativity and entertainment,” said Jason Gannon, General Manager of SoFi Stadium and Hollywood Park , in the press release. . “We can’t imagine a better partner to help us bring this vision to life than YouTube.”

This story originally appeared in Los Angeles Times.