Vevo, the global music video service, are partnering with the UK Music Video Awards 2017, launching the Vevo MUST SEE Award today - the only award at the UKMVAs decided by public vote.

Viewers of Vevo will decide the winner of the MUST SEE Award, with the nominations announced and voting opening today (Tuesday 29th August). The nominations are: 

Charli XCX - Boys (director: Charli XCX & Sarah McColgan)

Dua Lipa - New Rules (dir: Henry Scholfield)

JAY-Z - The Story of O.J. (dir: Mark Romanek)

Kendrick Lamar - HUMBLE. (dir: Dave Meyers & the little homies)

Marika Hackman – My Lover Cindy (dir: Sam Bailey)  

Young Thug - Wyclef Jean (dir: Ryan Staake)

Viewers can vote for their favourite by heading for the Vevo Facebook page and picking their favourite from the six contenders. Voting closes on Tuesday 12th September. The winner will be announced at the UK Music Video Awards 2017 ceremony at the Roundhouse on October 26th. 

The launch of the Vevo MUST SEE Award marks the return of a public voted award at the UKMVAs and the renewed partnership between Vevo and the UK Music Video Awards for the first time in three years.  

James Underwood, head of editorial at Vevo UK, says: “It's been an incredibly significant year for music and in particular the art form of music videos. The artistry, creativity and symbolism from these videos over the past 12 months has been truly powerful, a commentary on the issues of today.  

"While it was almost impossible to narrow down this shortlist, we believe these six innovative and influential music videos truly reflect the concept of being a MUST SEE. Now it’s up to the fans to pick the ultimate winner!”

Meanwhile voting on the UKMVAs judging platform enters its final week for the Best Video and Technical Achievement categories. Voting must end next Monday, September 4th for these categories and Jury members who have not yet voted in their assigned categories should start voting soon. Judging in the Individual Award categories is also now open, continuing until September 12th.

The rest of the nominations for this year's UKMVAs will be announced in late September, and the UK Music Video Awards returns to the Roundhouse in London on Thursday October 26th. Tickets to the ceremony and afterparty coming soon.