Headlines pertaining to the "O Awards" are initially terrifying, that is, until it's realized that Oprah has no involvement (my first reaction to this assignment). This inaugural awards ceremony will apparently be MTV's latest contribution to the music industry (it's about damn time). MTV aspires to replicate the effects that their Video Music Awards had on the music video with an awards show championing digital dissemination.
They've stated that the OMA's (no one knows what the "O" stands for) are an experimental project. This is evident in the award's categories that stretch from Most Innovative Artist to Best Animal Performance (I think Gaga's front-running in both). Amongst the notable nominees are Tyler, The Creator, Lady Gaga, Biebs, The Lonely Island, and the dancing parrot in Willow Smith's "Whip My Hair" video. The category winners will be decided by the public via social networks, and will be aired live, April 28, as an hour-long webcast on MTV sites.
Less than two weeks following Record Store Day, MTV is crusading against the purists. Although voting on Best Music Hashtag Meme sounds ridiculous, it would be more astounding to see this venture flop. If they can transform fist-pumping grease balls and deplorable, pregnant tweens into celebrated icons, the music world remains their oyster.