Tyler The Creator

For a second there, it looked like the YouTube Music Awards could be some kind of game-changer: Creative direction from Spike Jonze, performances from Arcade Fire and M.I.A. and Earl Sweatshirt and Tyler, The Creator, the entire idea of an A-list awards show that exists entirely on the internet. This could’ve flipped the entire awards-show concept on its head and chased all the little eddies and tributaries on the internet rather than just chasing the widest-possible viewership. But then the show announced its nominations, and they are not exactly an inspiring bunch. In the Video Of The Year category alone, Miley Cyrus fights it out with Justin Bieber, One Direction, Macklemore, and assorted other mass-culture avatars. And a couple of prominent artists have already taken to Twitter to voice their frustrations.

Tyler, The Creator — who, again, is performing on the show — has some things to say: “YOUTUBE AWARDS COULDVE FUCKING HAD NOMINATIONS ON COOL CREATIVE VIDEOS SHIT BUT NOOOO AGAIN ITS THE MOST TEENY BOPPER POP SHIT. YOU ARE BUTT. WHY NOT GIVE AWARDS TO JUST DIRECTORS, THESE FUCKING WEAK ASS ARTIST DONT COME UP WITH THESE SHOTS OR SIT IN COLORING FUCK THEM THEY SUCK. AT LEAST TORO GOT A NOM THATS SICK. EARL AND I HAVE TO PERFORM THERE NEXT WEEK HAHAHAHAHA.”

Meanwhile, Earl’s buddy and frequent collaborator Flying Lotus has also shit on the entire enterprise: “If it’s all about hits sure I get it but let’s be fair. YouTube award nominations clearly don’t care about cutting edge/innovation. They had an opportunity to shine a light on all the artists that they helped to gain notoriety just to shit on them for uber famous acts. No disrespect to the nominees yadda yadda.”

The show happens 11/3 at New York’s Pier 36. At least they nominated some K-pop, that’s sick.

Comments (11)
  1. Agreed 100%. I saw the nominations and just laughed. They were almost onto something here.

  2. Right on. I touched on this yesterday, be it looking at the entire event from a marketing standpoint of trying to pander to both teeny boppers with the nominations since those artists’ fan bases care about winning dumb awards, but then the performances make a grab at an “older” young audience who wants to see what cool live visuals Arcade Fire and M.I.A. attempt. It’s like the Woody Awards and VMAs’ secret love child reared its ugly head.

  3. i’m agreeing with tyler, the creator.

  4. I saw the list and knew immediately who’s behind this crap. It’s just another means of pushing the ubber elite artists who’s sold out to the powers that be and real creators are washed out. Like me. They won’t even let me monitize MY OWN music. What a joke these awards are! You blew it Youtube. Several ways. I agree with Tyler too.

  5. Actually, it’s a shrewd move on youtube’s part to co-opt the VMA crowd and combine it with the internet. Some of youtube’s most watched videos are Beiber, Gomez, Lady Gaga, etc- their awards show should reflect that, and at this point, they can claim ownership of Beiber videos far more than MTV can. I wouldn’t be surprised if the goal of the youtube awards is to someday supplant the vma’s as the ultimate youth culture award show.

    Also, lol at people being mad that all the nominees aren’t Of Montreal or whatever.

  6. I never thought I’d actually agree with Tyler the Creator, but yeah.

  7. RubJohn was right the whole time…

  8. Wait……doesn’t this guy hangout with Justin Bieber?

  9. This award show sounds about as cutting edge as a fucking flowbee. Could’ve been a game changer but they’re too afraid to tweak the classic formula…. Snooze Fest

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