Web awards are becoming more popular. YouTube, Mashable, TechCrunch, and various other big sites are all in on the online awards game. Yet no one has stepped into the world of digital music.

So MTV creating an entire awards show based on digital music isn’t that out of line, in fact, it’s about time. The digital music world functions on torrents, file trading, and streams, stuff that most music awards shows don’t care about.

I’m sure MTV will take this award show that extra mile and make it ridiculous but at least MTV is realizing that terrestrial radio and TV are dying, the future/present is digital.

MTV is planning an untraditional award show celebrating digital music. The network says it’s prepping an as-yet unnamed, multiplatform award show for April or May that will exult digital music and its many varied incarnations.

The exact nature of the show hasn’t yet been defined, but MTV says it will be a “multiscreen experience,” including the Internet, social media and mobile — but not broadcast.

MTV hopes the show will do for digital music what its Video Music Awards did for the music video….Toffler says he’s unsure if the show will have a host or even a definable beginning and end. It could be anywhere from one to six hours long, he says, and won’t be polished or linear like traditional award shows.

“It feels like in spite of all the pundits writing about the death of the music industry, there’s still a great passion for music and connection between fans and artists and music in the digital space.” (via The Associated Press)

Lol.

Music Consciousness
Voyno