Last night, the first ever YouTube Music Awards were held in New York City. The awards were chosen by fans, counting user votes made from various social networks including Facebook and Twitter. The show, albeit a bit chaotic, featured live performances from big name artists like Eminem, Lady Gaga, and M.I.A., among others.
Although the live streaming awards ceremony garnered less viewers than YouTube and Google HQ expected, there were still 200,000 active viewers at peak times, during Lady Gaga’s performance. With the popularity of video streaming sites slowly increasing, accompanying mobile apps provide even more opportunities for streaming that don’t limit you to the sofa. YouTube, for example, has apps for iPhone, iPad, Android phones and tablets, as well as unofficial apps for many other mobile operating systems, meaning that the number of potential viewers across devices could have been huge. Thinking about it this way, maybe 200,000 viewers does fall a little short.
Still, The YouTube Music Awards may just usher in a new generation of award ceremonies that could potentially threaten, or at least legitimately compete with, traditional music awards, if only because of ease of access, both for voting and viewing.
The biggest winners of the night included:
- Artist of the year: Eminem
- Video of the Year: “I Got a Boy“- Girls’ Generation
- Innovation of the Year: “See Me Standing“- DeStorm
- Breakthrough of the Year: Macklemore & Ryan Lewis
- YouTube Phenomenon: “I Knew You Were Trouble“- Taylor Swift
- Response of the Year: “Radioactive“- Lindsey Sterling & Pentatonix