The first ever YouTube Music Awards were live-streamed from Pier 36 in lower Manhattan yesterday. The program was hosted by actor Jason Schwartzman and comedian/musician Reggie Watts and showcased performances by stars including Lady Gaga, Eminem, Arcade Fire, M.I.A., and Avicii.
The program gave out six awards to various artists, all of which were entirely dependent on the participation of viewers. Though the concept was fresh and fun, perhaps it was too much so – the event became a little chaotic as the night went on.
USA Today says, “This wasn’t your typical red-carpet affair with a few songs and dances thrown in between acceptance speeches, but a frenzied, disorganized (albeit spontaneous and fun) event that broke down boundaries between YouTube stars and their fans.”
The goal of the event was to create interaction between musicians and their fans, as other award ceremonies doesn’t allow for this to happen. The first appearance audience participation was of course voting, as winners were chosen entirely by fans. Arcade Fire, who performed first, continued the theme of call-and-response by walking through the crowd.
Creative director Spike Jonze’s other goal for the YTMA was to create “live music videos” on stage with the artists who performed, starting with an odd video for Arcade Fire’s “Afterlife,” which stars an interpretive dancing Greta Gerwig. The program also feature live videos for M.I.A.’s “Come Walk With Me,” Eninem’s “Rap God” as well as Tyler the Creator and Earl Sweatshirt doing “Sasquatch.”
Though the program itself was a little quirky and even awkward at times (Schwartzman and Watts admitted at the beginning of the night that the whole ceremony was unscripted), the awards themselves made perfect sense. Since viewers themselves voted on artists, it made sense to see such popular winners, like Macklemore & Ryan Lewis, Eminem, and Taylor Swift.
Eminem took the award for Artist of the Year, beating out tough competitors like Justin Bieber, Rihanna, and Katy Perry. Girls’ Generation’s “I Got a Boy” video took the Video of the Year award. Taylor Swift beat viral videos like “Gangnam Style” and “Harlem Shake” with her “I Knew You Were Trouble” video for the YouTube Phenomenon award. Linsey Stirling and Pentatonix’s “Radioactive” took the award for Response of the Year, Macklemore & Ryan Lewis won the YouTube Breakthrough award, and DeStorm’s “See Me Standing” won for Innovation of the Year.
Watch YTMA highlights here.