MTV launches new, fluid Grammys online: O Music Awards

SHARE MTV launches new, fluid Grammys online: O Music Awards

After reviving several old brands recently — “Unplugged” returned last year, and “120 Minutes” is back as a monthly show (with a weekly online counterpart, “120 Seconds”) — MTV is launching a new show, the O Music Awards, showcasing online and digital music.

No, Chicago, O does not mean Oprah.

“We wanted the O to be open,” Shannon Connolly, MTV’s VP of digital music strategy, told the Sun-Times. “We can fill it in with things — ongoing, online, OMG, whatever it is. In the spirit of this being very beta, it’s open. We’ll see what it becomes.”

The O Music Awards indeed have a come-what-may attitude. The first O ceremony will take place April 28 at a to-be-determined location and streamed live online, but the next one won’t necessarily be in April 2012, it’ll be … whenever.

“Digital moves really quickly. This can’t be a traditional event,” Connolly said. “This will be something that lives 365 days a year. One, twice, maybe five times a year we’ll hit the pause button and have a spectacular party with performances.”

The O awards will hand out trophies — some before the ceremony, some during, some a few days later — in categories such as innovative music video, NSFW music video, best independent music blog, must-follow artist on Twitter, best music hashtag meme (go #awfulsupergroups!), favorite f— yeah Tumblr, animated gif, viral dance, best fan cover and many more.

That means these awards will not only go to artists — they’ll also go to everyday fans, bloggers, programmers, etc.

Categories are fan-voted, and voting begins today at omusicawards.com. Plus, if you don’t like the nominees, each award category allows you to submit your own nominee and then rally support using social networks.

The Latest
All four victims were listed in good condition.
About 750 people attended the vigil, which provided a “spectrum” of healing — from tears and frustration to laughter — in the wake of the Highland Park mass killing.
This is good news that we hope leads to a full-on effort to preserve the historic school — and rebuild its curriculum also.
Activist and Club 100 founder Andrew Holmes brought this elite group of centenarians out to enjoy a Chicago White Sox game against the Minnesota Twins.