I'm pretty hip to what the kids are into nowadays, so obviously I was totally aware there is now such a thing as the YouTube Music Awards. Well, I was once I read the newspaper this morning. After I scanned the obituaries, filled in the Jumble, and took my supplements.
Anyway, the first YouTube Music Awards took place Sunday night as a 90-minute webcast. It was held in New York City, and creative director Spike Jonze’s stated goal was to create “live music videos” on stage with artists like Arcade Fire and Lady Gaga. Seems pretty cool, right? Kind of a middle finger to the other overly scripted, big-production awards shows, something that taps into the anything-goes nature of today's online entertainment?
As it turns out, the earnest attempt for the YouTube Awards to become as viral a hit as the website's top videos didn't exactly pan out. The idea definitely has potential, but last night's show sounds like it was a giant mess.