YouTube Music Awards Mainstream but Fun (Preview)

YouTube Music Awards PSY Dances

On Sunday, November 3, the first ever YouTube Music Awards will be held and will stream online LIVE in New York City. The voting will be done by the public, and it begins today! The music may be mainstream, and the winners based on popularity alone; but, it is sure to be a fun night. You can vote on which musical artists and videos you like best by clicking on the video below. When you do, you will see some of the musicians up for YouTube Music Awards, and also be shown a link where you can vote for your faves.

The YouTube Music Awards is a show where your votes do make a difference, unlike other awards shows. However, the whole concept is that it’s a popularity contest, and the most popular artists/videos will be the ones to win the awards, whether or not you, personally, might also be someone who likes a particular artist/video.

That means, among other things, that singers like Miley Cyrus are probably shoe-ins to win certain awards. Lady Gaga, PSY, and Girls Generation are also some of the likely suspects who will walk away with one or more awards. Eminem and Lady Gaga are two of the acts who will be performing.

Categories for the YouTube Music Awards include Innovation of the Year, YouTube Phenomenon and Response of the Year. Justin Bieber and One Direction are two of the artists/groups up for awards on Sunday night.

The YouTube Phenomenon and Response of the Year award are based on videos that fans create. The latter of these awards will go to the best fan parody, remix, or response video to a video of a music artist. The YouTube Phenomenon award is one given to trends that were pretty much unavoidable, and which generated the most overall fan videos, like “Gangnam Style,” “Harlem Shake” and “Diamonds.”

The videos nominated for the Response of the Year award are Jayesslee performing “Gangnam Style,” Boyce Avenue, with Fifth Harmony in their unique version of “Mirrors,” Walk Off the Earth with KRNFX singing their rendition of “I Knew You Were Trouble,” “Titanium/Pavane,” as performed by ThePianoGuys, and “Radioactive,” by Lindsey Stirling and Pentatonix.  YouTube Music Awards

Though YouTube views of videos are important in determining which song/artist/video wins the awards, votes and nominations are also counted across other social media platforms, such as Yahoo, Facebook, and Goggle.

The Innovation of the Year award will go to the most outstanding creative/innovative video created the past year. The nominations for this award came from an international panel of YouTubers, musicians, and creative types, in general. The nominees include “Endless Fantasy” by Anamanaguchi, Toro Y Moi’s “Say That,” “Lilies” by Bat For Lashes, DeStorm’s “See Me Standing,” and “Ingenue” by Atoms For Peace.

The Breakthrough Artist of the Year award is packed with a lot of very talented musician and singers, all who have experience a lot of growth in subscribers and views this past year. Nominees are Macklemore & Ryan Lewis, Kendrick Lamar, Rudimental, Naughty Boy and Passenger.

The Artist of the Year award goes to the most shared, subscribed, liked, and watched artist/video of the year. The Nominees for this award are numerous. They include PSY, Katy Perry, Justin Bieber, Eminem, Taylor Swift, Nicki Minaj, Macklemore & Ryan Lewis, One Direction, Rihanna and the Epic Rap Battles of History.

The YouTube Phenomenon award nominees are “Diamonds” by Rihanna, “Harlem Shake” by Original Army Edition, “Thrift Shop” by Macklemore & Ryan Lewis, “Gangnam Style” by PSY and “I Knew You Were trouble” by Taylor Swift.

Perhaps the biggest award of the YouTube Music Awards will be the one for Video of the Year. The nominees represent the most loved, shared, and watched videos of the year. Nominees up for this honor are Demi Lovato’s “Heart Attack,” “Same Love” by Macklemore and Lewis featuring Mary Lambert, “I Got a Boy” by Girls’ Generation, “Applause” by Lady Gaga, Justin Bieber’s “Beauty and a Beat” (which also features Nicki Monaj), “Gentlemen” by PSY, “Come and Get It” by Selena Gomez, “We Can’t Stop” by Miley Cyrus and “Best Song Ever” by One Direction.

Who will win the awards? You can probably have a very good guess based on the views for each of the videos in each of the categories. So, I doubt that there will be many surprises, as far as who wins each category goes — but, the point, or one of them, is how much social media has effected our listening and viewing decisions. The YouTube Music Awards is basically a celebration of music videos, and which artists are the most watched and most liked in each category. Like the MTV VMAs, not everyone will enjoy watching the YouTube Music Award show, but for a different reason — not because viewers of the videos might be offended, but because the videos play to a relatively mainstream audience.


Written by: Douglas Cobb

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