The Youtube Music Awards: Why Artists Should Care


yes, woman Gaga and Eminem are performing and yes, One route and Justin Bieber are award nominees. Like in any awards exhibit, mainstream tastes dominate. but the way the YouTube track Awards calculate mainstream opinion is essential. on this online awards express, nominations and votes are calculated from engagement throughout YouTube, fb, Google+ and Yahoo systems. The YouTube music Awards displays a new, more interactive media panorama and proves interactive and inclusive online presences are treasured. Artists–mainstream or now not–will have to take note of how this awards ceremony formally recognizes social media’s role in artist-to-target audience relationships.The ‘Video of the year’ and ‘Artist of the 12 months’ nominations don’t p.c. any shocking punches. Contenders reminiscent of Katy Perry, lady Gaga and Justin Bieber are as top-40-pleasant as any MTV Video tune Award nominee, but were selected for the YTMAs in line with pageviews, shares, likes and feedback. It is smart that these three artists are additionally among the most-adopted celebrities on Twitter. reserving the appropriate radio stations, television announces and concert venues as soon as propelled artists to reputation. Now, social media is an indubitably essential part of that equation.

The more selective ‘Innovation of the 12 months’ nomination criteria additionally reflects the brand new media panorama. An “international panel of musicians, YouTubers and creative luminaries” made nominations, however the list was once finalized based on which revolutionary videos had essentially the most views, likes, shares and comments. Nominations in this class embody Anamanaguchi, “never-ending fantasy”; Atoms For Peace, “Ingenue”; Bat For Lashes, “Lilies”; DeStorm, “See Me Standing”; and Toro Y Moi, “Say That”. The demand for now not just innovation, but in addition reputation from on-line audiences presents crucial “If a tree falls in the woods..” query for digital-era artists. developing great work just isn’t enough. That work must elicit reactions on the YouTube platform and social media.

And even then, tallying views and shares doesn’t account for just how energetic some fans are within the new economy of entertainment. The ‘Response of the year’ and ‘YouTube Phenomenon’ awards acknowledge how many movies lovers create themselves. The ‘Response of the yr’ award goes to the most effective fan remix, parody or response video and nominees embrace Boyce Avenue (feat. Fifth team spirit) “Mirrors”; Jayesslee, “Gangnam model”; Lindsey Stirling and Pentatonix, “Radioactive”; ThePianoGuys, “Titanium/Pavane”; and stroll Off the Earth (feat. KRNFX), “I Knew You were trouble”. The ‘YouTube Phenomenon’ award goes to ‘tendencies the arena may no longer escape from’. Nominees are in line with the phenomena that generated probably the most fan movies and embody Diamonds, Gangnam fashion, Harlem Shake, I Knew You had been trouble and Thrift retailer. shelling out awards for creative and/or voluminous responses to track movies indicators a extra active viewing experience and suggests artists should be ready to activate enthusiasts’ own creative responses to their work.

Reggie Watts Explains Social balloting In ‘the way to solid Your Vote for the YTMAs’

Social media stats informed nominations and social media shares will determine the winners. As Reggie Watts explains in how to solid Your Votes for the YTMAs, enthusiasts vote by means of searching ‘YTMA’ on YouTube and sharing their favorite nominees’ playlists on facebook, Google+ or Twitter. On November 3rd, millions will watch the  awards express live on YouTube, commenting on, livetweeting and liking the videos they see. in comparison with the MTV Video song Awards, which supplies awards in accordance with skilled choices and audience vote casting, or the people’s choice Awards, which recorded widespread opinion thru Gallup polls except 2005 and didn’t even take a look at viewing behavior data until 2010, the YouTube music Awards brings a much-needed social media fact check to awards displays. although nominations this year would possibly no longer reflect YouTube’s full creative bandwidth, the social media nomination and selection process is a telling photograph of digital leisure.

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