The so awaited first ever YouTube Music Awards (YTMAs) just happened less than an hour ago. And I must it drew me some mixed feelings. The whole ceremony was filled with shocks, most of them in a bad way.
On one side, the concept of creating ‘live music videos’ for the show was simply marvellous. However the hosts were just dull and humourless. I’d like to point out that I had no idea what the show would be like. Have I read this article before I wouldn’t have been so dazed.
Let’s take a look at some of the elements
The hosts: As I mentioned above. They were the worst part of the show. I couldn’t catch a single laugh at any of their improvisations. Having them walking around the entire hall, holding babies, and taking quests to get the winner’s name simply ruined the show. The only good thing Schwartzman did was to get [body]-painted by OK Go!.
Yes, it seemed like a regular ‘YouTube video’ as director Spike Jonze wanted to but made the show look effortless. People were going to -and wanted to- watch a music awards show ala VMAs.
The ‘live music video’: By contrast to the hosts. They were so impressive that didn’t even seem to be part of the show. The bests being Lindsey Sterling’s “Crystallize” that featured her walking through skyscrapers and Eminem’s “Rap God” with a brilliant cinematography. The only performance that failed to make any impact was “Dope” by Lady Gaga. It gives you a feeling that Gaga’s days of meat-made dresses are over.
Had this ceremony been televised. They’d have gotten a Creative Emmy Award for these videos.
The ‘live short film’: The whole concept was excellent but was completely destroyed by Schwartzman’s interruption. It was unnecessary. It was all set-up. It was obvious everyone wanted the tragedy over the [alternative] happy ending.
The winners: I bet that everyone is shocked at me that Girl’s Generation won Video of the Year over more widespread acts. And it sure is a big accomplishment for those girls since not even PSY managed to gain a competitive award in the U.S. On the other hand, if you take further notice that this was a worldwide internet voting it shouldn’t be that surprising. But that actually draws to the conclusion that the Beliebers’ and Directioners’ armies are not as strong as they claim to be 😉
did. In fact, his interruption was notoriously ridiculous. Lacked originality. But the major shock was seeing this action being made by one of the greatest musicians today.
On the other hand seeing Eminem winning Artist of the Year and immediately making his expected video for “Rap God” seemed rare. Sort of like Justin Timberlake taking Video of the Year at these years VMAs which drew to allegation of voting rigging.
Is there any future for the YTMAs? It has some chances to survive. Like I said before. People will be willing to watch the ‘live music videos’ but they sure need to script it. Otherwise, it will die prematurely.
Will they replace the VMAs? Not a single chance. I was expecting them to do so as I said in this post but it’s a whole different concept. I don’t think any other categories will be added or if they are going to give out awards to directors and producers. And they won’t be televised.
In conclusion. Let’s just hope this doesn’t become a new trend for awards shows.
- YouTube Music Awards Were Chaos You’ll Never See On TV (curiosidadesnainternet.com)