Lady Gaga leads O Award nominations
Published 05/04/2011 | 13:32
Lady Gaga leads MTV's inaugural O Music Awards with three nominations.
The singer is neck and neck with rapper Tyler the Creator, who also has three nominations for the new web-based awards, which celebrate digital music.
Categories include best fan cover, most viral dance and best music hashtag meme.
Lady Gaga and Tyler the Creator are among the nominees for most innovative artist and must-follow artist on Twitter. Lady Gaga is also nominated for favourite animated GIF, a kind of avatar. Tyler the Creator, of the much buzzed-about hip-hop group Odd Future, is also nominated for his remix of Lykke Li's Follow Rivers.
Winners will be decided by fan voting in social media, with the results shown in real-time. The awards will be presented in a live hour-long webcast April 28 on MTV websites and mobile applications.
MTV hopes the show will do for digital music what its Video Music Awards, launched in 1984, did for the music video. As a reference to the rapidly shifting online world, even the 'O' in the OMAs is being left undefined and open to interpretation by viewers.
"Some elements of this will be experimental," said Dermot McCormack, head of digital media at MTV Music Group. "If there is such a thing as a beta award show, this is it."
Several of the awards will go to fans or even pets. Best animal performance is a category, with nominees like a parrot dancing to Willow Smith's song Whip My Hair.