Everything You Need to Know About the Youtube Music Awards
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If any award ceremony exemplifies how to present a live show in the internet age, it’s the YouTube Music Awards. They had their first go-around back in 2013, hosting an event at Pier 36 in New York which was directed by Where the Wild Things Are helmsman and sometime Jackass Spike Jonze. The whole thing was livestreamed on YouTube with live performances from Eminem, Lady Gaga and others. Categories included Video of the Year, Artist of the Year, YouTube Phenomenon and Innovation of the Year. A lot of the nominees canvassed on the site to attract votes, Eminem included.
It was a gimmicky, haphazard affair. The performances were
almost uniformly weird, Lady Gaga spent the majority of her performance openly
weeping for no discernable reason, Tyler, the Creator performed inside a pink
box and MIA was flanked a backup dancers clad in Burkas and shades who texted
and hula-hooped while she did her thing. Supposedly the whole thing was
deliberately intended to seem spontaneous and random to reflect YouTube’s own
personality, which is great on paper, but when you’re plagued with technical peccadillos
and your idea of quirkiness involves Jason Schwartzman and Reggie Watts digging
through a tray of cakes to find the card for the winner of ‘Response of the
Year’, maybe it’s time for a bit of rethink.
This time around things are being even further retrofitted
to suit these modern times. At 10am PT/1pm ET/5pm GMT the Awards channel will
upload dozens of exclusive new music videos by artists like Ed Sheeran, Charli
XCX, FKA Twigs, Action Bronson, Lindsey Stirling and many more. Tyler Oakley
will also provide a commentary which will also be available on his channel,
making him the closest thing to a presenter you can really get in this format.
But what about the nominees? Who will announce the winners?
That system has been thrown out, too. Instead of breaking it all down into
those sections, 50 winning videos have already been organised into a
comprehensive playlist which you can sift through on the channel. How these
winners will actually be honoured to the show is a bit of a mystery, we’ll just
have to find out when the show starts later today.
Callum Davies
Callum is a film school graduate who is now making a name for himself as a journalist and content writer. His vices include flat whites and 90s hip-hop. Follow him @CallumAtSMF
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Everything You Need to Know About the Youtube Music Awards
Reviewed by Unknown
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Monday, March 23, 2015
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Reviewed by Unknown
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Monday, March 23, 2015
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Unknown
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