The YouTube Music Awards

Stop the presses! This is gonna be exciting. YouTube have decided to host their own music video award show and once again firmly entrenched themselves as a recognised destination for music videos people really want to see. Nominees will be selected by viewers, there’ll be a slew of acts streaming on the site and it’s all hosted by Jason Schwartzman and music video demi-god Spike Jonze. So while Sean Combs is desperately trying to reignite the nostalgia of the traditional music channel format, YouTube are pioneering a medium and meeting a consumer need. The need for the viewer to stay in control. I cannot wait for the nominees to be announced October 17th. I just hope there’s no Korean pop involved.

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