ICYMI, although I'm not sure if that was possible, YouTube rolled out their second YouTube Music Awards yesterday. If you were expecting something a bit more traditionally after debuting the YTMA franchise in 2013 to mixed reviews, guess again. Instead they played to their strengths: No awards ceremony at all, instead opting to roll out 13 simultaneous music video premieres from:
- Martin Garrix f/ Usher "Don't Look Down" (Petros, dir.)
- Kygo "Stole The Show" (Saman Kesh, dir.)
- MAX f/ Hoodie Allen "Gibberish" (Greg Jardin, dir.)
- Shamir "Call It Off" (Philip Hodges, dir.)
- MIGOS "One TIme" (Ninian Doff, dir.)
- FKA Twigs "Glass & Patron" (FKA Twigs, dir.)
- Cahoots "No Money" (De La Muerte, dir.)
- Action Bronson f/ Chance The Rapper "Baby Blue" (Lil Chris, dir.)
- Charli XCX "Famous" (Eric Wareheim, dir.)
- Megan Nicole "Escape" (The Young Astronauts, dir.)
- Nicky Jam "El Perdon" (Jonathan Craven, Darren Craig, dir.)
- Ed Sheeran & Rudimental "Bloodstream" (Emil Nava, dir.)
- Lindsey Stirling "Take Flight" (Joe Sill, dir.)
In a way it reminds me of one of my Best of the Month lists, but if every video was specifically commissioned for that list.
PS: There were 50 winners based upon "clicks, views, and subscriptions"... It's kind of an Artist To Watch list, mixing big stars and promising newcomers. Check that out via YouTube.