Earlier this month, it was announced that YouTube would be staging their first annual awards ceremony, the ‘YouTube Music Awards’ (or YTMAs if you’re hip enough), signifying another step in across the gap between digital and traditional media. While MTV’s VMA show can be relied on to generate celebrity-related controversy year after year, YouTube’s inaugural awards evening promises to celebrate everything that is weird and wonderful about the internet.
The categories and nominees have now been revealed, with a voting model that embraces the real-time, social way that individuals share and consume content. Once you have decided which artist or video you like best, you simply need to tweet it. Then, if a friend or follower of yours likes the video too, all they need to do is share or retweet it, with each of these actions representing a single vote. It’s all explained in the video below:
Here are the first annual YTMA nominees in each category:
Video of the Year
“Heart Attack” by Demi Lovato
“Barack Obama vs. Mitt Romney” by Epic Rap Battles Of History
“I Got A Boy” by Girls’ Generation
“Beauty And A Beat (Feat. Nicki Minaj)” by Justin Bieber
“Applause” by Lady Gaga
“Same Love (Feat. Mary Lambert)” by Macklemore & Ryan Lewis
“We Can’t Stop” by Miley Cyrus
“Best Song Ever” by One Direction
“Gentleman” by Psy
“Come & Get It” by Selena Gomez
Artist of the Year
Macklemore & Ryan Lewis
Epic Rap Battles of History
YouTube Phenomenon of the Year
These are the videos that have been the subject of countless cover versions, tributes, parodies and remixes over the last twelve months.
I Knew You Were Trouble
Innovation of the Year
These five nominations have been cited as the most creative uses of the video format of the last year.
“Endless Fantasy” by Anamanaguchi
“Ingenue” by Atoms For Peace
“Lilies” by Bat for Lashes
“See Me Standing” by Destorm
“Say That” by Toro Y Moi
Response of the Year
The ‘Response’ award will go to the artist who took an existing song and truly made it their own, and whose personal rendition went on to find a wider audience.
“Mirrors” by Boyce Avenue Feat. Fifth Harmony
“Gangnam Style” by Jayesslee
“Radioactive” by Lindsey Stirling & Penatonix
“Titanium / Pavane” by The Piano Guys
“I Knew You Were Trouble” by Walk Off The Earth Feat. Krnex
Breakthrough of the Year
Macklemore & Ryan Lewis
The winners will be announced during a live show in New York on November 3rd, which will feature performances from nominees all over the world. You’ve got just over one week to peruse the videos and cast your votes – who do you want to see crowned?