YouTube Music Video Awards: Is a new fad about to hit the music industry?
Following in the shadow of the non-stop hype about this year’s MTV Video Music Awards, which featured Miley’s infamous twerk routine, YouTube has announced it will be hold its very own award spectacular.
The YouTube Music Video Awards is set to be a live broadcast on November 3rd directed by Spike Jonze and hosted by Jason Schwartzman. With an aim to make a “live music video”, the event will also feature performances by Miley Cyrus, Katy Perry, Lady Gaga, Nicki Minaj, One Direction, Rihanna, Taylor Swift, plus several other YouTube famous stars, guaranteeing that no matter what happens, its going to be a good show.
But what’s special about the YouTube Music Video Awards is that it allows us, the home viewer, to place our votes with special instructions which can be found here.
Despite the stardom and hype of the performers, only six categories will be featured in the premiere stream but focusing on everything from video of the year to homegrown stars. The list of nominees includes:
Video of the Year – videos with most fan engagement: Miley Cyrus, “We Can’t Stop”; Justin Bieber (feat. Nicki Minaj), “Beauty and a Beat”; Lady Gaga, “Applause”; One Direction, “Best Song Ever”; PSY, “Gentleman”; Macklemore & Ryan Lewis (feat. Mary Lambert) “Same Love”; Girls’ Generation “I Got A Boy”; Demi Lovato, “Heart Attack”; Selena Gomez, “Come & Get It”; Epic Rap Battles Of History, “Barack Obama vs Mitt Romney.”
Artist of the Year – most watched, shared, liked, and subscribed-to artists: Eminem, Epic Rap Battles of History, Justin Bieber, Katy Perry, Macklemore & Ryan Lewis, Nicki Minaj, One Direction, PSY, Rihanna, Taylor Swift
Response of the Year – best fan remix, parody or response video: Boyce Avenue (feat. Fifth Harmony) “Mirrors”; Jayesslee, “Gangnam Style”; Lindsey Stirling and Pentatonix, “Radioactive”; ThePianoGuys, “Titanium/Pavane”; Walk Off the Earth (feat. KRNFX), “I Knew You Were Trouble”
YouTube Phenomenon – songs that generated the most fan videos: ”Diamonds,” ”Gangnam Style,” ”Harlem Shake,” ”I Knew You Were Trouble,” ”Thrift Shop”
YouTube Breakthrough – artists with biggest growth in views and subscribers: Kendrick Lamar, Macklemore & Ryan Lewis, Naughty Boy, Passenger, Rudimental
Innovation of the Year – creative video innovations with most views, likes, shares and comments: Anamanaguchi, “Endless Fantasy”; Atoms For Peace, “Ingenue”; Bat For Lashes, “Lilies”; DeStorm, “See Me Standing”; Toro Y Moi, “Say That”
We can’t really be sure what to expect and YouTube is being mysterious about the show- whatever it is, its bound to make waves. So tune in 5 am Eastern Time (Ok, maybe later than that), but that’s when the festivities begin streaming from Seoul, Tokyo, Moscow, London, Rio, as well as the main event hosted in New York. What will this mean for the future of YouTube as well as our interaction with the music video community? We can only watch and wait to find out.
(Special Thanks to: Variety.com, Billboard.com, CBC.ca, i1.ytimg.com)