My disappointment with the YouTube Music Awards
The YouTube Music Awards nominees so far are incredibly disappointing.
This could have finally been an opportunity for the thousands of amazing artists who use YouTube as the basis of their career to get some recognition in the mainstream spotlight. Instead, it’s a list of a-list millionaires with a major record deal and VEVO channel as a secondary outlet for their glossy MTV videos, with ERB thrown in as a token DIY artist. Why do we need to be told yet again how amazing Rihanna is?
I have a theory about why there’s only one “YouTuber” in the list for best artist. YouTube may have done this intentionally, knowing people would see ERB as the underdog and support them, which would create a nice little David vs Goliath success story that the mainstream media can latch on to.
Obviously that is entirely speculation, but I know a few publicists and this is exactly the kind of stunt they try to organise to whip up attention around a campaign.
I was actually supposed to be in Seoul this week making a series of music videos promoting these awards, but due to administrative issues it fell through. From what I’ve seen so far, I’m glad I stayed at home.
YouTube, you really have changed. For shame.
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