The first YouTube Music Awards, produced by YouTube and directed by Spike Jonze, was a 14-hour live stream of talent, but they wanted you to pay attention to the chaotic 90-minute crazy video fest that was designed to create buzz and not be about an awards show.
And that’s the problem. This blogger expected better from YouTube, and the early-morning webcast from Seoul, Korea, featuring Korean pop group Girls’ Generation, showed promise. Korean Popular Music, or K-Pop, is addictive, even if you don’t know the words. But more to the point, the webcast openly shows YouTube’s ability to bring the World together.
But as much as the days livestreams did that, the YouTube Music Awards didn’t. There was one segment where two rappers were about their work, but the camera was so shaky and movey that this blogger turned away from it.
I get that the idea was to be low key, and I like the selection of Pier 36 in New York City as a venue, but the fact is, award shows are supposed to be a little intimidating. That’s part of the fun of it all. The point is to celebrate the best at a something, and that’s not to be taken lightly.
I’d like to see a slightly more conventional YouTube Music Awards. Something that takes the artist seriously.