Just six-months after their inaugural O Music Awards, MTV Music Group is back for more. The organization announced on Tuesday, Sept. 27 that they have set a second OMA celebration for Oct. 31, 2011.
The digital awards show honors artists, innovators and fans of digital music culture in categories which include, Fan Army FTW, Best Fan Cover, Best Web Born Artist, Most Outrageous Tweet and Too Much Ass for TV -- for which the Foo Fighters' racy "Hot Buns" video is nominated.
"The idea for this show really came out of this incredible moment that we were seeing in the convergence of music and technology, and kind of super fandom," MTV Music Group's vp of digital music strategy, Shannon Connolly, told The Hollywood Reporter. "The way that people were sharing and conversing and experiencing music on new platforms, [we] felt like it was a great time to spotlight some of the awesome things happening -- and to also challenge ourselves to kind of reinvent the award show model."
While the first show lived on the web only (it was the group's second-largest live stream audience ever, behind the 2009 VMAs), they have opted to incorporate television airtime this time around, though no official details regarding the design have been confirmed.
"This is an award show for music fans. We wanted the fans to play a bigger role in the creative of the show," Connolly said. "We have five fan submitted categories that will be open for voting, as well as a nominee write in. What was really exciting from a production standpoint, was bringing the fans into the creative of the show. How we're gonna do that, I can't tell you exactly yet. But, physically bringing them into the show -- measuring who the biggest super fan of the OMAs is and giving them their own award -- we're not just doing lip service to 'by the fans and for the fans,' but actually letting them control the reigns and drive this creatively. That's the group we're honoring."
Sponsors for the digital show include Dove, Trojan and L'Oreal, all of which will be integrated into the live experience of the show. Each company will also sponsor at least one of the categories.
Voting begins Tuesday, Sept. 27 on the O Music Awards site. Each category includes pre-selected nominees, as well as a write in option. On Thursday Oct. 6, MTV will announce selected nominees who will be added to each category. Fans can also get involved on Facebook, Twitter and Tumblr.
Contrary to budget busting awards shows like the Grammys or MTV's own Video Music Awards, the OMAs are a cost effective, profitable and a relatively quick event to plan. As a vehicle for digital music culture, the show also offers an opportunity to promote college radio. April's show -- without an on-air component -- resulted in high viewership of the live stream, 3 million votes and multiple trending topics on Twitter.
A time for the event has yet to be revealed, though MTV still has several announcements up its sleeve. Connolly told THR that there are a handful of artists already signed on to perform in both live and pre-taped segments, and that their names will be announced as the event draws closer.
Among the nominee leaders are Tyler the Creator, Lady Gaga, The Weeknd, Katy Perry, Demi Lovato, Justin Bieber and even Sinead O'Connor (Oops! I Did It Online and Best Vintage Viral Video). Cher, Nirvana, Lil Wayne, Iron Maiden, Dolly Parton, Bjork, Wayne Coyne, Scissor Sisters, Best Coast and Big Freedia are also up for awards.
Find a complete list of nominees, and vote for your favorites, at the MTV O Music Awards website.