Joe Jonas of the Jonas Brothers took home a Best Artist award at last night’s O Music Awards. But it wasn’t for his music, it was for his Instagram page.
A celebration of musicians, their fans, and the internet, the OMAs are a digital reboot of a traditional music awards show. A goat version, if you will.
Even the Jonas Brothers, who kicked off the evening with a live performance of “Pom Poms” and other hit songs, were literally sharing a stage with a goat named Pearl. “Sharing stages with goats has always been one of our favorite things to do,” Joe Jonas told SocialTimes.
The event itself spanned an epic 24 hours and was held at the Times Square headquarters of MTV, VH1, CMT and LOGO, while fans determined the winners in real-time online with a record 100 million votes.
Replacing more obvious music award categories like “best song” and “best album” were fan-based awards like “Fan Army FTW” and non-awards like the “Friday, Friday Award.”
Joe Jonas walked away with the Instagram award, “which was pretty cool,” he said. “I never would have ever expected that.”
All the while, Andrew W.K. was at the Oakley store working on a world record for the longest drum session at a retail store with the help of a few famous friends, including Chad Smith of the Red Hot Chili Peppers, Marky Ramones of The Ramones, The Roots band leader and drummer ?uestlove, Zac Hanson of Hanson, and Liberty DeVitto, the former drummer for Billy Joel. With just minutes to go, he looked like he was going to make it.
“I think the 24-hour drum-a-thon is something that everyone is going to have their eyes on,” said Nick Jonas. “It’s totally insane and I think it’ll be a lot of fun to watch him accomplish that goal.”
OMA winners were, all in all, a tech-savvy crowd. Jack White took home the award for analog genius, Kitty was declared the Best Web-Born Artist, and the award for the Best Music App went to CrowdSYNC.
But the awards show also harnessed the power of the internet to create the next generation of stars. The “Make a Band Famous” awards, determined through a million votes on Viacom Music Group’s Artist Platform, went to Chill Moody, Darling Parade, The So So Glos, Striking Matches and Syd Arthur, who each got a chance to play at the Live Music Day Festival, which featured 50 bands across New York, Nashville, and Los Angeles. During the live show, fans selected Nashville-based Darling Parade to also play at the VMA weekend in August and to be featured as MTV’s newest Artist to Watch.
Did we mention there were kittens present? Oh, sorry. There were five kittens, 50 bands, and a goat. While the bands (and band-imals) played on, the OMAs inspired three national trending topics and received 60 million impressions on Facebook, 125 million fan impressions on Twitter, 5,000 likes on Vine, and more than 500,000 registered livestreams.