First YouTube Music Awards Streamed Over Video Streaming Website

First YouTube Music Awards Streamed Over Video Streaming Website

The first YouTube Music Awards saw Eminem winning the Artist of the Year award. YouTube streamed the show instead of being broadcast through a television network.

The show also hinted at the intention of the video streaming website of increasing its role in the music industry. A number of big stars were featured on the show to increase its audience appeal. However, it tried to set itself apart from other big names in the industry like the Grammys and MTV.

Although YouTube has been a good source of music videos for fans across the world, a paid music service is expected to be offered by the Google-owned website by the end of the year. According to Jason Schwartzman, the show was not scripted. Schwartzman hosted the show together with Reggie Watts.

Aside from Eminem, other winners included Girls’ Generation of South Korea, which won the Video of Year award. Macklemore and Ryan Lewis won the Breakthrough of the Year award in the YouTube Music Awards.

The Phenomenon Award went to KRNFC and Walk off the Earth while DeStorm won the Innovation Prize for "See Me Standing."

A Response of the Year prize was also given by YouTube to acknowledge user-generated content uploaded on the website during the YouTube Music Awards. Pentatonix and Lindsey Stirling won the prize.

YouTube is positioned as a main source of music videos for music fans. The website has functioned as an on-demand music station where fans can repeatedly view music videos with an occasional commercial. However, the website is set to offer users the opportunity of skipping commercials through a paid service. This will put YouTube in direct competition with other music streaming websites.

In addition to Lady Gaga, other performers who performed during the YouTube Music Awards were Tyler, Earl Sweatshirt and the Creator.

Posted by Kade Quinn on Monday November 04 2013, 2:40 AM EST. Ref: Reuters. Link. All trademarks acknowledged. Filed under Entertainment, Featured News. Comments and Trackbacks closed. Follow responses: RSS 2.0