New MTV Awards Show Honors Digital Culture

New MTV Awards Show Honors Digital Culture

The O Music Awards (or OMAs), is a digital music-focused event that aims to highlight the milestones and achievements of the "art, artistry and technology of digital music."

Don Michael Acelar De Leon
  • 25 february 2011

MTV has recently announced the upcoming debut of their newest awards show, the O Music Awards (or OMAs), a digital music-focused event that aims to honor the milestones and achievements of the “art, artistry and technology of digital music.”  on April 28th this year. From MTV:

The first-ever MTV Video Music Awards hit the airwaves back in the dark ages of 1984, when dinosaurs roamed the land, men regularly and without irony wore tank tops and mullets, music came out of boxy little plastic cartridges, and the concept of an “Internet” meant getting your tennis ball stuck in a net. Even though 1984 was an oppressive society, with  no “Like” button to easily express your solidarity with, say, pizza, or your friend’s purchase of a new pair of sneakers, the VMAs were still a Very Big Deal; Madonna humped a stage! The music was loud! Artists dressed to regret, not impress, and MTV’s new awards show grew from a Very Big Deal into a worldwide music phenomenon.

But back then, there was no Internet or Angry Birds to distract people, so people had way more time on their hands. Today we are a modern people! I mean, even the Internet is starting to feel passé. (No one even uses Myspace anymore!) So the idea of a traditional televised music awards show feels a little… yesterday.

Your life and your music are all online. The Internet is an endless well of music (as well as the answer to “Why doesn’t MTV play videos?”). And that’s why MTV  is ushering in the next wave of music award shows. And we’re doing it online with the  first-ever OMAs, an all-out, unhinged online awards show, complete with never-before-seen music collaborations and performances, and music moments honoring artists, fans, and innovators driving – and changing – digital music.

We’re calling this music revolution the OMAs, but you’ll probably end up calling it the OMGs.

The show is currently scheduled for April 28th.



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