YouTube Music Awards 2013: Mash-up of greatness cAs expected the "YouTube Music Awards" held a variety of strangeness, and bizarre mash up mess of video clips that have graced the viral list over the past year. The first ever music award show produced by YouTube was broadcast live and streaming on Sunday night. The show caused laughter, produced great moments and also confused the media.
LA Times reported on Monday: "But the show . . . often seemed not just free-wheeling but unhinged."
Rolling Stone reported: "Instead of a typical awards show, the performances by Eminem, Arcade Fire, Lady Gaga . . . were billed as live music videos with many of them having elaborate stage setups and narratives. But many of the quirkier moments happened in between." Rolling Stone then listed 10 quirky moments.
USA Today was not as kind in their review: " . . . a frenzied, disorganized (albeit spontaneous and fun) event that broke down boundaries between YouTube stars and their fans. The YouTube Music Awards sought to redefine expectations for a celebration of popular music, and instead fell short of revolutionizing them."
It was to be expected, if anyone pays attention to the viral lists and the top ranked videos in all the categories - three things are clear: Sex sells, weird humor sells and the unusual rules supreme. Emotions grab people by the heart and fans eagerly share the links - so it is not surprising that Lady Gaga returned to her roots, naked face and piano playing with emotional appeal on a 'live' YouTube performance. Is it really a surprise that Steven Tyler would have a garbled message at the end of his performance?
We just have to wonder, what will happen next year? This year it seems the focus was on Lady Gaga, Eminem, Arcade Fire, and Steven Tyler. Of course Taylor Swift is an institution online and the sharing of her videos from YouTube to Twitter are phenomenal. So her award for the cult classic song "I Knew You Were Trouble" is nothing less than expected. What is not to love? As the first of it's kind, the awards show is free to define itself any way it wants to, we will just have to wait to see what happens next year at the "YouTube Music Awards" show.