In a world where most entertainment award bestowing entities at least purport to represent some standard of taste (often just their own), the first annual Youtube Music Awards would appear to be basing its nominations solely on the number of video plays or 'hits,' likes, shares, comments and subscriptions on the site.
This may be a more honest approach than that of some awards giving organizations, but none the less may result in reactions something like: "seriously?"
These days a significant path to success as a musical act is through video exposure on youtube.com. Indie acts whose videos manage to catch the imagination and go viral lead to big business.
Mainstream acts can also gauge their output's popularity by how many youtube plays it receives.
The award ceremony will be held Sunday November 3rd on Pier 36 on Manhattan’s West Side and will feature performances by Lady Gaga, Eminem and Arcade Fire, as well as Avicci, M.I.A., Earl Sweatshirt, Tyler the Creator, and Walk Off The Earth. Jason Schwartzman and Reggie Watts will co-host the event, which will be streamed over YouTube.
For a complete list of all the nominees and categories: