The O Music Awards have yet to be officially doled out, but Thirty Seconds to Mars, Rihanna, Neon Hitch and Radiohead already have plenty of fan support on their side.
The artists are among the freshly minted write-in nominees for this summer's third cycle of the OMAs, which also includes Spotify developer Andreas Blixt, South Korean boy band Super Junior, ex-Google employee and current rapper Hoodie Allen, the music app Rdio and Israeli producer/songwriter J.Viewz. In less than one week of fan voting, the OMAs have already notched more than 3 million votes and are on track to best the record 22.3 million votes of last October's event. In its first cycle, held in April of 2011, the OMAs only recorded 3 million votes in total.
"The amount of votes we've received in a single week is a clear indicator that what we're doing is resonating with fans. We're a relatively new franchise -- and the fact that people are aware of the brand and engaging so actively with us is pretty damn cool," Dermot McCormack, EVP of Viacom Music & Logo Group Digital, tells THR. "We're getting bigger each cycle and steadily becoming the authority on music and tech and have a strong voice in that world."
Thirty Seconds to Mars, previously nominated for Fan Army FTW, will now also compete in the best online concert category, tying The Flaming Lips, Nicki Minaj, Taylor Swift, Tanlines, Adam Lambert and MC for the most nominations with two apiece.
"Another amazing example of the power of an incredibly committed community," Thirty Seconds frontman Jared Leto tells THR. "The Echelon continues to surprise and inspire us and it's entirely to their credit that we are now nominated for best online concert experience for our VyRT event. It's especially meaningful since it was a category we were not even originally listed in and it was the first event for the start up VyRT. We are very grateful for that."
The wide range of nominees will face off for the night's top prizes when the O Music Awards begin streaming live on June 27. The live event will follow indie rockers The Flaming Lips as they attempt to shatter Jay-Z's world record, playing eight live concerts over a 24-hour span. Cameras will follow the band on their bus throughout the duration, where they will meet up with special guests and hand out awards.
Find a complete list of write-in nominees below.
Best Artist With A Cameraphone
Rihanna: As NSFW as the work day is long, Rihanna's Instagram feed would be prime tabloid fodder (topless shots, strip club jaunts and various, ahem, substances) if it weren't for the fact that she's providing the saucy photographic evidence all on her lonesome. And you thought "S&M" was daring.
Best Music App
Rdio: Web, mobile and tablet app Rdio has been a fan favorite for a while now due to its clean, sharp UI and super social nature. Still, the music subscription service refuses to rest on its ample laurels -- just the other month Rdio unleashed a major revamp of its web and desktop apps focused even more on speed and usability. The formerly US-only company has also been expanding into even more international markets of late, sharing its sexy new look with our friends overseas.
Best Online Concert Experience
Thirty Seconds To Mars: Thirty Seconds to Mars went all O Music Awards on us back in December, when they broke the Guinness World Record for the most shows performed during a single album cycle during a livestreamed show courtesy of social experience company VyRT and UStream. We're sure that Echelon turned out in droves -- both IRL and digitally -- for this record-breaking attempt.
Digital Genius Award
Radiohead: One of the godfathers of the "pay what you want" album sales model, Radiohead offered up their 2007 album In Rainbows on their website and allowed fans to dictate the price. According to the album's publisher, the band made more money before In Rainbows was physically released than they made in total on Hail To the Thief. The first time that a major album had been offered as such, the move served and continues to serve as an inspiration to other acts looking to break out of the traditional album sales system -- some likely in this very category.
Fan Army FTW
Super Junior, "ELF": The fans have spoken! Admirers of South Korean boy band Super Junior hit our nomination page HARD over the course of one week, campaigning for their dedicated following to be added to the Fan Army FTW category. Their moniker, "ELF," stands for Ever Lasting Friends, which we think is pretty fitting. With friends like these, your enemies are totally toast.
Hottest Music NILF
Andreas Blixt, Developer at Spotify: Blixt nominated himself as "Hottest Music NILF." This both worried and amused us, so we decided, "Why the hell not?"
Too Much Ass For TV
Neon Hitch, "Fuck U Betta": Rated Too Much Ass For: The song title sums it up, basically.
Most Extreme Fan Outreach
Hoodie Allen: Before dropping his new EP, All American, ex-Google employee/current rapper Hoodie Allen posted a letter to Facebook in which he promised to call anyone and everyone who purchased his new disc in its entirety. After the EP came out, he took to Ustream to live up to his promise. That's some pretty rad customer service.
Most Innovative Music Video
J.Viewz "Rivers and Homes": Technology: Stop-motion, taggable amazingness courtesy of Eran Amir, Directed by: Shelly Carmel.