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MONDAY, NOVEMBER 04, 2013
Streaming to a computer near you

YouTube holds its first Music Awards, with Eminem and Taylor swift among winners

The first YouTube Music Awards had all kinds of unexpected moments, imagined by Spike Jonze and carried off by the odd-couple hosts Jason Schwartzman and Reggie Watts.
Eminem won artist of the year, and Taylor Swift and Macklemore and Ryan Lewis were among the winners during Sunday night's live webcast from New York.
But the awards were sort of beside the point as Jonze and others directed live videos with Eminem, Lady Gaga, MIA and Earl Sweatshirt, and Schwartzman and Watts careened about the soundstage with no script and only notecards to point the way.
Eminem performed a word-perfect version of his new tour de force “Rap God”, filmed in black and white. Swift’s “I Knew You Were Trouble” won YouTube phenomenon and Macklemore and Lewis won YouTube breakthrough.
Actress Gina Gerwig kicked the awards off as the protagonist of a live video of Arcade Fire's “Afterlife”, directed by Jonze. Gerwig appears to break up with her boyfriend, then expresses the emotions she’s feeling in an interpretive dance.
Schwartzman said the night was about creativity, and it certainly was creative.
Earl Sweatshirt and fellow rapper Tyler, the Creator, performed their song “Sasquatch” in a mosh pit, using hand-held cameras to relay the frenetic experience.
Lady Gaga went the opposite way, performing her new song “Dope” wearing just a black cap, sunglasses and a plaid shirt. She sat alone at a piano, with the camera tight on her face. She removed the glasses to reveal tears on her face as she sang.
Other winners included Girls' Generation with video of the year for “I Got a Boy”, DeStorm with innovation of the year for “See Me Standing” and Lindsey Stirling and Pentatonix for response of the year with “Radioactive”.

 


Girls’ Generation clicks at YouTube Music Awards
Few us pop fans could have predicted that Korean pop band Girls’ Generation would beat out such well-known artists as Miley Cyrus, Justin Bieber and Lady Gaga.
But in the alternate reality zone that was the inaugural YouTube Music Awards on Sunday night, that’s exactly what happened.
The nine-member South Korean ensemble won the video of the year award in a move that could catapult them to stardom in the US market which, despite the breakout success of their South Korean colleague Psy, remains notoriously resistant to foreign acts.
Already the hottest and biggest-selling girl group in South Korea and all over Asia, Girls’ Generation is a product of the country’s regimented schools for pop stars, run by management companies that perform talent searches and train candidates for years in the art and science of being a pop star.
Girls’ Generation was formed in 2007 by SM Entertainment, which according to the Wall Street Journal is used to forking out some US$3 million dollars to develop each star. The company plucked two of the band members from the expatriate South Korean community in the US, in a long-term and carefully strategised plan to conquer the world’s music scene.
The band had its breakout hit “Gee” in 2009, and it has since been viewed more than 64 million times on YouTube. Girls Generation has topped the charts in Thailand, the Philippines, Taiwan and especially Japan, the world’s second-largest music market.
“I Got a Boy” showcased their appeal with visuals that are both sexy and innocent at the same time, tightly choreographed dance moves, colloquial English phrasing and a catchy electro-pop sound that is the hallmark of the best K-pop.
DEUTSCHE PRESSE-AGENTUR