UMass Lowell Connector Logo

YouTube becoming the new MTV?

Melissa Almonor
Connector Staff

With new music awards show it may be true

A generation ago, MTV was the pinnacle of mainstream music. Music videos all day, along with music based shows like “Headbangers Ball” and “Yo! MTV Raps,” which focused on specific genres.

In its later years, “Diary” or “Making the Video” gave viewers an inside peak at a moment in their favorite artists lives. And no one can forget their headlining program “Total Request Live,” or “TRL.” “TRL” sparked a musical movement bridging the gap between musicians and listeners.

To have been on the network gave artists a chance to promote themselves to a wide range of viewers. With the end of TRL in 2008, MTV has lost most, if not all of its musical appeal. On the other hand, since its early beginnings in 2005 YouTube had indeed grown into a musical medium that was once the frame work for MTV.

The site is easily manageable and gives stardom access to just about anyone. Back in MTV’s high day one would wait all day until their favorite video played. On the contrary, YouTube makes it so easy one could view video’s endlessly. It’s become the main source people use in order to listen and view music, with much more control. The site is responsible for launching careers of artists that otherwise wouldn’t have had such a platform to showcase their talents.

Throughout MTV’s changing direction and YouTube’s high rise in displaying mainstream and underground music, the Video Music Awards has helped keep the network in the music scene. However, it’s recently been announced that YouTube will be premiering its first ever music awards show Nov 3.

Hosted by Jason Schwartzman, this may be the first awards show that will mix mainstream artists and internet stars in the same categories. Performances by Lady Gaga, Eminem and Arcade Fire have already been announced. Though the show will be based at Pier 36 in NYC, it will contain live performances broadcast from around the world. Oct. 17 the site will officially announce its nominees in seven different categories. Nominations will be based on videos with the largest amount of views and shares within the past year. Then the viewers have the choice of voting for their favorite artists.

They are marking the moment as “making live music videos.” This moment will also officially establish the impact the website has made on the music industry.