The moment is fast approaching, when video-streaming platform YouTube will go the way of television networks and music associations alike, and launch their very own awards show.
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Online Growth for Macklemore & Ryan Lewis across Facebook, Twitter and WikipediaCLICK HERE TO ENLARGE
(CHART COURTESY OF NEXT BIG SOUND)
As for overall YouTube video views, Macklemore & Ryan Lewis do not top the list in comparison to fellow Artist of the Year nominees, but do see the highest percentage increase at a bump of more than 5,000% percent compared to the year before. The top spot unsurprisingly goes to PSY, who counts close to 2.5 billion views in that time period. Runner-up Justin Bieber saw north of 1 billon. Taylor Swift, Rihanna, and Katy Perry all have a significantly lower number of views, given that their official channels are all hosted by partner channel Vevo, but are still considered to be in the running.
Using YouTube detections to rank the top played tracks on the site this year, only a few of the nominees from the Video of the Year category actually make the top ten, namely Macklemore & Ryan Lewis’ “Thrift Shop feat. Wanz,” Miley Cyrus’ “We Can’t Stop,” and PSY’s “Gentleman.” According to this list, Ylvis’ “The Fox” and AWOLNATION’s “Sail,” who were not nominated might also have merited a nod.
As for artists who might have been snubbed, Ariana Grande, Drake and Imagine Dragons all have tracks with a high number of detections, but are nowhere to be found on the list.
The choices for the Most Innovative category are far less mainstream, from Bat For Lashes to Toro Y Moi. The artists behind these videos have fan bases on Facebook between 50,000 and 300,000 page likes, versus the millions that artists in previous categories can boast. Only one of these videos, Atoms For Peace’s “Ingenue,” has seen view counts in the millions on YouTube. The criteria behind the nominations are slightly different in this instance, and reflect a more subjective aesthetic evaluation.
Despite the small number of awards to be handed out Sunday night, and the potential for much more creative categories such as best goat video or top shake setting, YouTube has put together a night that will have a little bit for everyone.