YouTube, long the only relevant source for new music videos, has finally out up its own award ceremony.
The YouTube Music Awards began at 6 p.m. EST on November 3rd from Pier 36 in New York City. The awards show featured performances by Lady Gaga, Arcade Fire, M.I.A., Earl Sweatshirt, Eminem, among others. The event was hosted by thesp Jason Schwartzman and comedian Reggie Watts.
According to YouTube, the nominees were selected based purely on YouTube data from the last 12 months, and every time someone watched, shared, liked, or subscribed, you helped determine the final list. So naturally the list of nominees and winners is as populist as the decades old music video award staple, the MTV VMAs. One area where the YTMAs did shine and stand out against its MTV rival was their relatively messy and unpredictable setup and creative director Spike Jonze's picks for live performances; let's see if the VMAs ever hit up Earl Sweatshirt and Tyler the Creator to perform.
Below you will find the nominees and winners for tonight's six categories.
Video of the Year Nominees
“Honoring the world’s most loved music videos, these nominees represent the videos with the most fan engagement on YouTube over the last year.”
Demi Lovato: “Heart Attack”
Epic Rap Battles of History: “Barack Obama vs Mitt Romney”
Girls’ Generation: “I Got A Boy” – WINNER
Justin Bieber (feat. Nicki Minaj): “Beauty And A Beat”
Lady Gaga: “Applause”
Macklemore and Ryan Lewis (feat. Mary Lambert): “Same Love”
Miley Cyrus: “We Can’t Stop”
One Direction: “Best Song Ever”
Selena Gomez: “Come & Get It”
Artist of the Year Nominees
“Honoring the acts YouTube fans have made stars, nominees represent the most watched, shared, liked, and subscribed-to artists on YouTube.”
Eminem – WINNER
Epic Rap Battles of History
Macklemore and Ryan Lewis
Response of the Year Nominees
“Honoring the best fan remix, parody or response video, these nominees represent the top ‘unofficial’ fan videos on YouTube based on your views, shares and other activity.”
Boyce Avenue (feat. Fifth Harmony): “Mirrors”
Jayesslee: “Gangnam Style”
Lindsey Stirling and Pentatonix: “Radioactive” – WINNER
ThePianoGuys: “Titanium / Pavane”
Walk Off the Earth (feat. KRNFX): “I Knew You Were Trouble”
YouTube Phenomenon Nominees
“Recognizing the YouTube trends the world could not escape from, nominees are based on the phenomena that generated the most fan videos.”
I Knew You Were Trouble - WINNER (really?)
YouTube Breakthrough Nominees
“Honoring the music world’s breakout new acts, nominees represent the artists who experienced the biggest growth in views and subscribers.”
Macklemore and Ryan Lewis – WINNER
Innovation of the Year Nominees
“Starting with videos selected by an international panel of musicians, YouTubers and creative luminaries, we then selected the creative video innovations that resonated most with fans on YouTube, based on views, likes, shares and comments.”
Anamanaguchi: “ENDLESS FANTASY”
Atoms For Peace: “Ingenue”
Bat For Lashes: “Lilies”
DeStorm: “See Me Standing” – WINNER
Toro Y Moi: “Say That”
Like we said, pretty populist and as inoffensive as the VMAs.