The Youtube Music Awards are undoubtedly a step forward in the way in which live broadcasts are received. Once again Google have implemented their position as great innovators, but, was it a success? The celebration of DIY internet culture seemed exactly that. The general consensus seemed to be of chaos, unpredictability but definitely entertaining.
The creative director Spike Jonze aimed to create the “you-had-to-be-there viral moments that online audiences thrive on” through creating live music videos for artists such as Tyler the Creator and hosting live performances from the likes of Avicci, M.I.A and Eminem.
A lot of the performances seemed to be slightly rough; Tyler the Creator and Earl Sweatshirt’s performance seemed more like a local gig promo video than something produced by Youtube.
A cacophony of Youtube hit covers were performed by Youtube superstars such as Tay Zonday of Chocolate Rain fame and a Middle School Dance Squad performing to “What Does The Fox Say” which all in all seemed like an elaborate school talent show.
On the other hand, the range of live performances was an interesting and surprising line-up including, Arcade Fire, Eminem and M.I.A. Overall, the spontaneity of the event reflected Spike Jonze aims but sometimes it seemed to be a tad confusing. The mix of acts and the avant-guard style performances makes me excited for what is to come for the Youtube Music awards in the future.
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