David Knight - 5th Nov 2013

At the innovative and very quirky first YouTube Music Awards on Sunday night (November 3rd), creative director Spike Jonze put his faith in hosts Jason Schwarzman and Reggie Watts (above, with Arcade Fire's Win Butler) to front the show script-free, and in a series of special performances billed as 'live music videos' directed by several leading directors.  

These included the Jonze-directed effort for Arcade Fire's Aftermath, featuring actress Greta Gerwig, Tyler the Creator and Earl Sweatshirt's Sasquatch by Tyler's alter-ego Wolf Haley, M.I.A's Come Walk With Me directed by Fafi, a Ray Tintori-directed effort for violinist Lindsey Stirling, artist of the year winner Eminem performing Rap God, directed by Syndrome, and most impressively groundbreaking of all, a club-set comedy-drama scripted by Lena Dunham over a mix by Aviccii, directed by Spike Jonze and Chris Milk - and ending in the suicide of the two main protagonists.  

Suitably, the UK segment of the show, beginning before the 90 minute ceremony in New York, was presented by Adam Buxton, regular host of live music video event BUG (and last week's UK Music Video Awards). As in BUG, Adam presented some of his favourite YouTube comments in the YTMA show, but in a new gameshow format - and also the Adam Buxton YouTube song.  

Winners at the first YouTube Music Awards included Macklmore & Lewis as Breakthrough of the Year, Eminem as artist of the year - and K-Pop act Girls Generation's I've Got A Boy as video of the year. 

YouTube Music Awards channel   

Stereogum's Top 10 moments of the YouTube Music Awards

David Knight - 5th Nov 2013

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