2013 YouTube Music Awards - Music Youtube

The 2013 YouTube Music Awards, abbreviated as the YTMA, was the inaugural music award show presented by YouTube.

Unlike other award shows, the winners were entirely voted on by fans. The show was directed by Spike Jonze. "None of us have done anything live before or an awards show â€" in a way we're all like amateurs on YouTube ourselves, making our first video. So even if it's messy, it'll be live," Jonze admitted to Billboard.com.

Announcement and promotion

On September 30, 2013, YouTube uploaded Announcing the first-ever YouTube Music Awards, on its own channel. The video revealed that the award show would be presented by Kia. Several of the nominees, such as Epic Rap Battles of History and Eminem promoted their videos, in hopes they would win. Innovation of the Year nominee, DeStorm Power, also made a video asking his fans to vote for him stating, "Let's bring one home, and keep it in the family," referring to the fact that he is considered a homegrown YouTube musician. Kia served as the event's main sponsor.

Live performances & streaming

The award show featured live performances from music industry stars such as Lady Gaga, Eminem, Arcade Fire, and Avicii. Aside from live performances, the award show was live streamed on YouTube.

• Lady Gaga â€" Dope
• Arcade Fire
• Eminem â€" Rap God
• Avicii

Nominees

On Monday, October 21, 2013, YouTube announced the nominees for the six categories of its inaugural music award show. The nominees are based on video views, likes, comments, and subscriptions since September 2012. However, YouTube has not yet published the final stats results on the votes. Girls' Generation won with "I Got a Boy" the Video of the Year.

Video of the Year

Video of the Year recognizes the video with most fan engagement based on views, likes, shares, and comments.

• Demi Lovato â€" "Heart Attack" â€" Video
• Epic Rap Battles of History â€" "Barack Obama vs Mitt Romney" â€" Video
• Girls' Generationâ€" "I Got a Boy"â€"Video
• Justin Bieber ft. Nicki Minaj â€" "Beauty and a Beat" â€" Video
• Lady Gaga â€" "Applause" â€" Video
• Macklemore & Ryan Lewis ft. Mary Lambert â€" "Same Love" Video
• Miley Cyrus â€" "We Can't Stop" â€" Video
• One Direction â€" "Best Song Ever" â€" Video
• PSY â€" "Gentleman" â€" Video
• Selena Gomez â€" "Come & Get It" â€" Video

Artist of the Year

Artist of the Year recognizes the most watched, shared, liked, and subscribed-to artists.

• Eminem
• Epic Rap Battles of History
• Justin Bieber
• Katy Perry
• Macklemore & Ryan Lewis
• Nicki Minaj
• One Direction
• PSY
• Rihanna
• Taylor Swift

Response of the Year

Response of the Year recognizes the best fan remixes, covers or parodies, based on views, likes, shares, and comments.

• Boyce Avenue (feat. Fifth Harmony) â€" "Mirrors" â€" Video
• Jayesslee â€" "Gangnam Style" â€" Video
• Lindsey Stirling and Pentatonix â€" "Radioactive (Imagine Dragons song)" â€" Video
• ThePianoGuys â€" "Titanium / Pavane" â€" Video
• Walk Off the Earth (feat. KRNFX) â€" "I Knew You Were Trouble" â€" Video

YouTube Phenomenon

Recognizing the songs that generated the most fan videos.

• "Diamonds"
• "Gangnam Style"
• "Harlem Shake"
• "I Knew You Were Trouble"
• "Thrift Shop"

YouTube Breakthrough

Recognizing the artists with the greatest growth in views and subscribers.

• Kendrick Lamar
• Macklemore & Ryan Lewis
• Naughty Boy
• Passenger
• Rudimental

Innovation of the Year

Creative Video Innovations with Most Views, Likes, Shares, Comments

• Anamanaguchi â€" "Endless Fantasy" â€" Video
• Atoms For Peace â€" "Ingenue" â€" Video
• Bat For Lashes â€" "Lilies" â€" Video
• DeStorm â€" "See Me Standing" â€" Video
• Toro Y Moi â€" "Say That" â€" Video

Reception

The show was documented for being unusual compared to other award shows, as well as having moments of awkward pauses and brief technical difficulties. Eminem's victory of Artist of the Year was, perhaps, the pinnacle of the feeling that the YouTube Music Awards' nominees were puzzling. This is because a frequent criticism was that being the YouTube Music Awards, homegrown YouTube musicians should have been more frequently nominated than they were. The Los Angeles Times stated, "He is hardly a YouTube sensation in the traditional sense. He's more of an MTV kind of guy. Shouldn't YouTube try harder to honor its own?", referring to Eminem and his victory at the YTMAs. Attendee and performer Tyler, the Creator, was also critical of the awards, noting the mainstream artist presence rather than independent YouTube musicians. Yahoo! News stated "The 90-minute affair may have split the Internet audience down the middle, judging by comments posted on Twitter, in which some people co mplained of censorship, when the show's live stream stopped several times." YouTube disabling comments on the video of the award show was also heavily criticized by fans.

Additionally, Girls' Generation, the Video of the Year's winner, received a considerable amount of negative backlash on Twitter from fans of the other candidates. Another winner, DeStorm, had his name mispronounced by hosts as he accepted his award. This was used as an example in a common criticism of the ceremony, which was that YouTube pushed its own content creators aside in favor of more traditional celebrities.

References