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.