WATCH: Winners and highlights from the first YouTube Music Video Awards
The first ever ceremony honoured Eminem, Macklemore, Girls' Generation and DeStorm
YouTube has been the platform from which many an artist has made their name. With Justin Bieber being discovered on the site, PSY being catapulted into dance craze fame and OK Go showing us just how well they can dance on treadmills (and set up Rube Goldberg machines) it seems like it was almost inevitable that YouTube should start handing out awards.
Hosted by Jason Schwartzman and Reggie Watts, the entire ceremony was streamed online and directed by Spike Jonze. Being the inaugural show, there were still a few kinks to iron out. The show attempted to do something different, but many critics said it was too awkward and gimmicky.
Despite the lack of order, the artist’s creativity was what shined through. A focus on audience participation allowed Arcade Fire and Avicii to ‘create’ live music videos on the night (you can watch as part of the playlist below).
As with most award shows nowadays, Lady Gaga and Taylor Swift managed to steal the show (despite Swift not actually being there). Gaga’s performance of her new single 'Dope' was one of the most talked about and gave the show its highest figures watching the livestream, and Swift won the YouTube phenomenon award for inspiring the most fan videos of her single 'I Knew You Were Trouble'.
Despite its difficulties, if producing something that wouldn’t be shown on TV was its aim, the inaugural YouTube Music Awards certainly succeeded.
Full list of YouTube Music Award winners
Video of the Year
Girls' Generation, 'I Got A Boy'
Artist of the Year
Response of the Year
Lindsey Stirling and Pentatonix, 'Radioactive'
Taylor Swift, 'I Knew You Were Trouble'
Macklemore & Ryan Lewis
Innovation of the Year
DeStorm, See Me Standing