Al Powers/Powers Imagery
Lupe Fiasco, pictured celebrating his new album at Lavo on March 9, 2011, is just one of the entertainers set to perform at the inaugural MTV awards show.
Friday, April 22, 2011 | 2:45 p.m.
MTV is adding another awards show to their current schedule of pop culture superlatives: the MTV O Music Awards.
The “O” stands for open, ongoing and online, as the network states these awards celebrate the “art, creativity, personality, technology and migration of music into the digital space.”
This show, being taped from a mystery Las Vegas location, will have all of that, with award categories ranging from Best Music Discovery Service to Must Follow Artist on Twitter. Voting began on April 6, and the fest has since garnered more than 2 million submissions. As of noon on Friday, voting was still open for two of the categories: Most Innovative Music Video and Fan Army FTW. Be a part of the process by weighing in with your opinions online at omusicawards.com/vote. (That’s the “open” part—you get to vote.)
The Details
- MTV O Music Awards
- April 28, 11 p.m. ET
- omusicawards.com
Taking the “online” factor very seriously, the hour-long program will not only be seen on MTV.com, but also on MTV’s sister network sites (VH1.com and LogoTV.com), as well as through other digital formats such as MTV’s mobile website and the MTV News App. Several awards will be handed out in inventive online ways such as live streaming and social media announcements. The final three award winners will be announced the day after the show airs and the O site will continually hand out awards based on fan demand (hence the “ongoing” nature of the awards).
As this fest is a celebration of music, the show has a celeb-studded lineup, with appearances by Ke$ha, Robyn and Cee Lo, as well as live performances by a wide array of artists including Mumford & Sons, Lupe Fiasco and Matt & Kim. Executive Vice President of Digital for MTV Music and Logo Group Dermot McCormack states the goal for this event was “to create a conversation and debate around the artists, tech gurus, platforms and personalities impacting digital music.”
And the conversation has already begun—just take a look at the Twitter results for #MTVOMA. Join the banter by tweeting your faves for the remaining categories, talking some smack about those that have closed and sounding off on this awards show for the digital age. The inaugural event premieres Thursday, April 28 at 11 p.m. ET, so don’t forget to mark that iPhone calendar of yours.
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