Well, then ladies and gentlemen start your laptops, smart phones & iPads. MTV will debut an online awards show that will herald digital music and its many varied incarnations this coming spring 2011. As a leisure marketing firm here at CCT and disciples of all things online and entertaining, this makes our collective goose bumps stand and salute. The exact nature of the show hasn’t yet been defined, but MTV says it will be a “multiscreen experience,” including the Internet, social media and mobile — but not broadcast. At least not yet. Awards will be doled out for, as you might expect, most downloaded songs, most file-shared songs and best music memes. But wait, there’s more. There’s always more. Also count on best blogs, best music app, best Internet feud even best tweets. Think, oh, Kanye West, #@%! your dad says and Stephen Colbert (winner of first ever Golden Tweet).
Unlike the long-running Video Music Awards and Movie Awards — which lampoon traditionally stodgy fetes like the Grammys and the Oscars — this time out, there’s no pre-existing blueprint to go up against. This will be an entirely new undertaking. Van Toffler, President of MTV Network’s Music and Logo Group, admits “It will be sloppy… an interactive musical mess to celebrate both ‘the cool and the geekdom.’” He then added, “It will be interactive. It will be customizable. It will be fun and unexpected. Most shows on television are about what’s popular, and I think this will be about what’s bubbling up.”
Clearly, audience participation will determine the majority of the awards, but MTV will also pick a few. And who knows? Maybe they’ll actually play a video. We can dream, can’t we?