MTV have announced nominations for their inaugural and previously reported O Music Awards, and Lady Gaga and Tyler, The Creator are out front with three nominations each. The new web-based gong-fest aims to celebrate digital music and music ventures online with categories such as Most Viral Dance and Best Music Hashtag Meme.
Gaga and Tyler are both mentioned in the categories for Most Innovative Artist and Must-Follow Artist on Twitter, but have also garnered a third nod each, Gaga for Favorite Animated GIF, Tyler for his remix of Lykke Li’s ‘Follow Rivers’. Other artists nominated include Justin Bieber, Arcade Fire, The Flaming Lips, and Kanye West.
Winners will be decided by a fan vote and the awards will be presented on 28 Apr, with the results being webcast through MTV’s website and mobile phone apps.
Stressing the fact that this year’s event will be very much a test-drive, Dermot McCormack, Head Of Digital Media at the MTV Music Group, said this: “Some elements of this will be experimental. If there is such a thing as a beta award show, this is it”.
He added that he wasn’t hugely concerned about audience figures in year one, but hoped that the event would have an impact on digital music culture: “We won’t be judging by how many streams we do on several websites. We will be judging it by how much we can affect the conversation around digital music in the lead-up and beyond”.
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