@DanoCerny WATCH IT: Keith Urban w/ P!nk "One Too Many" (Dano Cerny, dir.) https://t.co/qHpLlurnau via 1 day 17 hours ago

YouTube Music Awards

Recapping The YouTube Music Awards Video Premieres

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:

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.

Martin Garrix f/ Usher "Don't Look Down" (Petros, dir.) #YTMA

If the inaugural YouTube Music Awards had a "let's put on a show" — or, to quote Bill O'Reilly, "Fuck it, we'll do it live!" — vibe, then the follow-up finds the massive video/web site playing to their strengths and skipping the live show in favor of a deluge of specially commissioned videos by creative musicians and directors.

First up is this Petros clip for Martin Garrix, where the club DJ plays a lowly towelboy trying his darndest to catch the eye of a stuck-up guest at a very uptight country club. It's a losing proposition, until he conjures more than a little magic to seal the deal.