By Steven Gottlieb on March 24, 2015 @ 6:00am PDT |
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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.
YouTube Music Awards, Note
