The first YouTube Music Awards weren't broadcast-quality in any sense - it was marred by video and sound snafus, and the show's hosts looked adrift as they tried to wing it without scripts - as Eminem and a South Korean girl group won top prizes in the site's inaugural kudocast.
The show, which may be prelude to YouTube launching a music-subscription service, was held Sunday at New York City's Pier 36 and streamed live over the Internet.
More than 215,000 people were concurrently live-streaming the event at one point - but that's compared with 10.1 million who tuned in for MTV's Video Music Awards in August to witness the Miley Cyrus. The YouTube video stream froze at several points, and microphones malfunctioned. Even when the video played normally it often wasn't clear what was going on.
K-pop group Girls' Generation 'I Got A Boy' won video of the year, beating out bigger-name nominees including Miley Cyrus, Justin Bieber, Lady Gaga, One Direction and Psy. The announcement of the win by Girls' Generation elicited a muffled reaction (evidently a collective 'who?') from the Gotham crowd.
'There's nothing scripted tonight - it's about anything happening,' said co-host Jason Schwartzman said at the start of the show.
Problem was, not much interesting happened. Schwartzman, who was dusted with blue powder at one point, hosted the show with comedian-musician Reggie Watts, who was handed a crying baby.
The YouTube Music Awards - a.k.a. 'YTMA,' following the nomenclature of MTV's VMAs - featured live performances by Lady Gaga, Eminem, Arcade Fire, Avicii, M.I.A., Earl Sweatshirt, Tyler the Creator, Walk Off the Earth, and YouTube musical acts Lindsey Stirling and CDZA.
Other YTMA winners: Macklemore & Ryan Lewis won as breakthrough artist; Lindsey Stirling and Pentatonix won best response video for their version of 'Radioactive'; Taylor Swift's 'I Knew You Were Trouble' won in the 'phenomenon' category (songs that generated the most fan videos; Swift was not in attendance to accept the award); and YouTube personality DeStorm won innovation of the year for 'See Me Standing.'
The show was directed by filmmaker Spike Jonze and exec-produced by Vice Media and Sunset Lane Entertainment. Kia Motors was the title sponsor.
The full list of YouTube Music Awards nominees is available here. YouTube determined the nominations based on data over the last 12 months, to represent the artists and videos with the highest levels of engagement, including views, likes, shares, comments and subscriptions.
Fans voted by sharing the official YTMA nomination videos for each nominee via Facebook, Twitter or Google+. The voting kicked off Oct. 21, with the final tallies taken right before the show, according to YouTube.
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