MTV's Dermot McCormack Talks O Music Awards
MTV's Dermot McCormack Talks O Music Awards

MTV today revealed the full list of categories and nominees for its inaugural O Music Awards, a Web-based awards show dedicated to all things digital that will take place April 28.

Nominees -- selected by MTV's internal committee following discussions with various social media outlets, such as Facebook, Tumblr, iTunes and Twitter, according to the channel -- are an unusual mix of up-and-coming artists and superstars (Odd Future's Tyler the Creator and Lady Gaga). When asked specifically about the nomination process, an MTV spokesperson said the following:

"When it came to artist specific categories, we wanted to include a mix of mainstream artists and emerging talent. On the mainstream front, we wanted to acknowledge the power and influence of artists like Bieber and Gaga, who fans flocked to digital media to find out more about (like watching their music videos or following them on Twitter). We also wanted to put a spotlight on emerging talent who used digital platforms in creative ways to develop an audience base and launch their careers...hence it's only fitting that our two leading nominees would be Lady Gaga and Tyler the Creator"

Billboard.biz caught up with the O Music Awards senior executive producer Dermot McCormack, executive VP of digital media for MTV's Music and Logo Group who spoke about the event. A full list of nominees follows.

Billboard.biz: What does the "O" stand for?

Dermot McCormack: That's one of the fun parts of the show. People are reacting in all different ways, and that's exactly what we wanted. We originally started calling the "Online Music Awards" or the "Ongoing Music Awards" and we felt like they were kind of older terms. It's about many digital platforms. So we thought we'd have some fun. Let's just leave it up to the audience to fill in the blank. It can be "Outrageous" or "Online" or "OMG." The whole tone of this is to be contrarian. So we feel we have the license to go the other way a bit.

So what does the "O" mean for you?

I've settled in on just liking the "O Music Awards." That's not just pomp, I believe that. We work in digital. Digital is starting to become every screen. The Web is an iterative process. It's gonna move. It's more fluid. I like it because there's a fluidity to it. If I called it one thing in the very beginning and in two years time it's streaming on a refrigerator, I'd be locked in. The world is moving so quickly, particularly digital, it makes sense.

Where can viewers see this?
It's not gonna be on TV. It'll be solely on the Web. It'll be a 60 minute packaged show, a mixture of pre-taped and live. It'll be on mobile and MTV websites, and also working with some key syndication partners we haven't disclosed.

Will there be performances?
[More details to be unveiled at a later date.]

How are the awards being handled?
We're going to nine awards during the physical broadcast. The rest will be streamed on the Web. We'll probably reveal one of the awards on the Monday before the event, but one of the bigger ones. We'll pre-tape a segment, and try to do it in a fun and interesting way. Hopefully some of the videos will be viral in nature. It's experimental. We know not all of it is going to work. But if you look at the first VMAs, not all of that worked either.

THE NOMINEES:

Best Fan Cover (Award goes to Fan):
Fan Cover By: Alex Goot
Title: Hold It Against Me
Artist: Britney Spears

Fan Cover By: Jorge & Alexa Narvaez
Title: Home
Artist: Edward Sharpe and The Magnetic Zeros

Fan Cover By: Maria Aragon
Title: Born This Way
Artist: Lady Gaga

Fan Cover By: Mike Tompkins
Title: Only Girl (In The World)
Artist: Rihanna

Fan Cover By: PS22 Chorus
Title: Lisztomania
Artist: Phoenix

Fan Cover By: Scampi
Title: Pursuit of Happiness
Artist: KiD CuDi featuring MGMT & Ratatat

Innovative Music Video (Award goes to Artist)
Artist: Andy Grammar
Title: Keep Your Head Up

Artist: Arcade Fire
Title: We Used To Wait

Artist: Cassius
Title: I Love You So

Artist: Craig Wedren
Title: Are We
Artist: Das Racist
Title: Who's That? Brooown!

Artist: The Johnny Cash Project
Title: Ain't No Grave

Artist: OK Go
Title: Back From Kathmandu

Artist:Robyn
Title: Killing Me

Artist: Sour

Title: Mirror

Fan Army FTW (Award goes to Artist)
Artist: 30 Seconds to Mars
Fan Army: Echelon

Artist: Adam Lambert
Fan Army: Glamberts

Artist: Justin Bieber
Fan Army: Beliebers

Artist: Katy Perry
Fan Army: Bandaids

Artist: Lady Gaga
Fan Army: Little Monsters

Artist: My Chemical Romance
Fan Army: Killjoys/MCRmy

Artist: Nicki Minaj
Fan Army: Barbiez

Artist: Rain
Fan Army: Clouds

Artist: Rihanna
Fan Amy: Rihanna Navy

Artist: Tokio Hotel
Fan Army: Tokio Hotel Fans

Artist: Wiz Khalifa
Fan Army: Taylor Gang

Funniest Music Short (Award goes to Creator)
Creator: Antoine Dobson/Gregory Brothers
Title: Bed Intruder Song

Creator: Funny or Die
Title: Disney's Princess Ke$ha

Creator: The Lonely Island f/t Akon
Title: I Just Had Sex

Creator: The Lonely Island
Title: Shy Ronnie 2: Ronnie and Clyde

Creator: Portlandia
Title: Portland Dream of the '90s

Innovative Artist (Award goes to Artist)
Artist: The Flaming Lips
Artist: iamwhoiam
Artist: Kanye West
Artist: Lady Gaga
Artist: Lil B
Artist: Radiohead
Artist: Tyler The Creator

Must-Follow Artist on Twitter (Award goes to Artist)
Artist: 50 Cent
Artist: Amanda Palmer
Artist: Kanye West
Artist: Lady Gaga
Artist: Nicki Minaj
Artist: Questlove
Artist: Ted Leo
Artist: Tyler The Creator

NSFW Music Video (Award goes to Artist)
Artist: Earl Sweatshirt
Title: EARL

Artist: M.I.A.
Title: Born Free

Artist: The Flaming Lips
Title: The Sparrow Looks Up At The Machine

Artist: Yuck
Title: Rubber

Artist: UNKLE
Title: Follow Me Down

Most Viral Dance (Award goes to originator of dance)
Artist: Cali Swag District
Title: The Dougie

Artist: Ginuwine
Title: Pony

Artist: Lil B
Title: Lil B's Cooking Dance

Artist: "Movin' Like Berney" Video
Title: The "Berney" Dance

Artist: Willow Smith
Title: Whip My Hair

Best Independent Music Blog (Award goes to blog owner)
Blog: Aquarium Drunkard
Blog: Arjan Writes
Blog: Discobelle
Blog: Gorilla vs. Bear
Blog: Hipster Runoff
Blog: Nah Right
Blog: Pretty Much Amazing
Blog: Said the Gramophone
Blogs: Transparent Blog

Best Music Hashtag Meme (Award goes to hashtag creator)
Hashtag: #awfulsupergroups
Hashtag: #bustinjieber
Hashtag: #failedrockbandmovies
Hashtag: #fatindiebands
Hashtag: #lessambitiousbands

Best Music Discovery Service (Award goes to Company)
Company: Bandcamp
Company: The Hype Machine
Company: Pandora
Company: RCRD LBL
Company: Shazam
Company: Shuffler.fm
Company: SoundCloud
Company: We Are Hunted


Best Performance Series (Award goes to site that runs performance series)

Website: 4AD
Performance Series: Sessions

Website: A.V. Club
Performance Series: Undercover

Website: Black Cab Sessions

Website: Beck
Performance Series: Record Club

Website: Daryl Hall
Performance Series: Live From Daryl's House

Website: From the Basement

Website: La Blogothesque

Website: NPR
Performance Series: Tiny Desk Concerts

Website: Yours Tru.ly

Website: Unplugged (MTV, VH1, CMT)

Favorite F**k Yeah Tumblr (Award goes to site owner)
Artist: Adam Lambert
Site: f*ckyeahadamlambert.tumblr.com

Artist: Beyonce
Site: f*ckyeahbeyonceknowles.tumblr.com

Artist: Britney
Site: f*ckyeahcrazybritney.tumblr.com

Artist: Janelle Monae
Site: f*ckyeahjanellemonae.tumblr.com

Artist: Kanye West
Site: f*ckyeahkanyewest.tumblr.com

Artist: KiD CuDi
Site: f*ckyeahkidcudi.com

Artist: Lady Gaga
Site: f*ckyeahladygaga.tumblr.com

Artist: Nicki Minaj
Site: f*ckyeahharajukubarbie.tumblr.com

Artist: Rihanna
Site: f*ckyeahrihanna.com

Artist: Thom Yorke
Site: f*ckyeahthomyorke.tumblr.com

Favorite Animated GIF (Award goes to GIF)
GIF: 50 Cent, Bert and Kermit on Entourage

GIF: 50 Cent, Rebecca Black and Bert

GIF: J ustin Bieber - Tongue Roll

GIF: Katy Perry - California Gurls Whipped Cream

GIF: Lady Gaga - Finger Lickin' Good

GIF: Mariah Carey - Check Yourself

GIF: Nicki Minaj - Gum Twirl

GIF: Rihanna & Katy Perry

GIF: Whitney Houston- Whitney Points

Best Fan Forum (Award goes to forum owner)
Forum: Animal Collective
Site: animalcollective.org

Forum: Britney Spears - Breathe Heavy
Site: breatheheavy.com

Forum: Justin Bieber Fan Fiction
Site: justinbieber.org/justin-bieber-fan-fiction

Forum: Michael Jackson
Site: mjcommunity.com/site

Forum: Phish.net
Site: phish.net

Best Music Hack (Award goes to hack)
Hack: Gigbeat
Hacker: Mike Novack

Hack: Highlight to Listen
Hacker: Marshall Jones

Hack: Invisible Instruments
Hacker: Tim Soo

Hack: Jennie's Ultimate Road Trip
Hackers: Jennie Lamere and Paul Lamere

Hack: Sing'Em All
Hackers: Imanol Gomez, Jorge Garcia, Vincent Akkermans

Best Animal Performance (Award goes to video creator)
Title: Cats from Holy F*ck's "Red Lights"

Title: Dancing Merengue Dog

Title: Parrot Dancing to Willow Smith's Whip My Hair

Title: Parrot Sings Drowning Pool's "Let The Bodies Hit The Floor"

Title: Rooster Death Metal

Title: Sax Playing Walrus


Best Remix (Award goes to Remixer)

Remixer: Andre 3000
Artist: Ke$ha
Title: Sleazy (Andre 3000 remix)

Remixer: Hercules & Love Affair
Artist: Lady Gaga
Title: Bad Romance (Hercules & Love Affair Mix)

Remixer: Lil Wayne
Artist: Birdman
Title: Fire Flame Remix

Remixer: Miami Horror
Artist: Gorillaz
Title: Empire Ants (Miami Horror Remix)

Remixer: Skrillex
Artist: La Roux
Title: In For The Kill (Skrillex Remix)

Remixer: Tyler The Creator
Artist: Lekke Li
Title: Follow Rivers (Tyler the Creator Mix)

Best iTunes LP (Award goes to Artist)
Artist: Bruce Springsteen
LP Title: The Promise

Artist: The Beatles
LP Title: The Beatles Box Set

Artist: Gorillaz
LP Title: Plastic Beach

Artist: Janelle Monae
LP Title: The ArchAndroid (Deluxe)

Artist: Pink
Title: Greatest Hits…So Far!!!

Artist: Talib Kweli
LP Title: Reflection Eternal/Revolutions Per Minute (Deluxe Version)