YouTube Music Awards: Badly planned, super messy

YouTube Music Awards: Badly planned, super messy

If you sit on the fence, don't be surprised when you get splinters in your bum.

Big stars, but bad set-up.

Biggest viral video-sharing site, but pathetic viewership of its own organised webcast.

Hosted by US actor Jason Schwartzman and French-American comedian Reggie Watts, the inaugural YouTube Music Awards (YTMA), held at Pier 36 in New York City on Monday morning (Singapore time) and streamed live, just didn't cut it.

The look on US actress Vanessa Hudgens' face said it all. She had filmed a music video for DJ Avicii as part of the awards ceremony.

The 90-minute show is probably best described as a horrific meeting of the Nickelodeon Kids' Choice Awards and the Grammys gone wrong.

As a final nail in its coffin, it managed to lose one of its biggest acts of the night.

Yup, that's exactly what a badly planned, super-messy and unscripted awards show needs to kick-start its existence.

Social media expert Ori Sasson, director of Social Sensors, said:

"YouTube as a medium has not lent itself so well to the idea of programming.

"I think the key reason (the awards show) didn't work is because the site prides itself on video on demand, and having changed that particular consumption pattern to programming...it just didn't fit the mould that the public was used to."

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