No One's Talking About the YouTube Music Awards, So I Will | Bent | Bend | The Source Weekly - Bend, Oregon
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No One's Talking About the YouTube Music Awards, So I Will 

Yeah, thats about how the YouTube Music Awards felt
  • Yeah, that's about how the YouTube Music Awards felt
When Youtube Music Awards director Spike Jonze remarked to The New York Times a couple of weeks ago, “does there really need to be another awards show?,” he perhaps spoke unintentionally for many of us, who also wondered whether the show, which “aired” last week, was necessary.

Even leading up to the event, Jonze called it a “messy” production. Co-hosts Jason Schwartzman and Reggie Watts worked the show unscripted, even losing winners’ names at one point. Yep, messy. Lady Gaga had a tearful freak-out, causing her very odd and over-the-top dramatic performance of “Dope” to send online viewers clicking out of the live stream.

All told, the L.A. Times reported that viewership for the awards show averaged 180,000 people; a far cry from the 60 million individuals YouTube claims voted for the winners during the run-up to the show. For further context, consider that 10 million people watched the latest installment of MTV’s Music Video Awards. It seems viewers didn't find enough intrigue in the meager six awards offered during the 90 minute webcast to stay tuned in.

And they were right.

Maybe it was the goal of the show’s organizers to create an off-the-cuff, quasi do-it-yourself awards program in the vein of many user-submitted videos posted to the YouTube site. But save for a few special moments (see Arcade Fire’s live music video and the live performance by violinist Lindsey Stirling), the inaugural YouTube Music Awards was, in large part, a disaster; summed up by the strange choice for Schwartzman and Watts to be holding crying babies while interviewing Macklemore and Ryan Lewis. Those babies echoed the sentiment of the following week’s headlines.

About The Author

Ethan Maffey

Both a writer and a fan of vinyl records since age 5, it wasn't until nearly three decades later that Oregon Native Ethan Maffey derived a plan to marry the two passions by writing about music. From blogging on MySpace in 2007 and then Blogspot, to launching his own website, 83Music, and eventually freelancing...
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