MTV has a habit of using their semi-annual O Music Awards to push the boundaries of what is possible -- just look at their continual efforts to break Guinness World Records for evidence of that. And while the Flaming Lips are attempting to break Jay-Z's record for most multi-city concerts within a 24-hour period, MTV Hive will be pushing the boundaries of what a band can do in just 60 seconds.
During Wednesday (June 27)'s Awards, MTV Hive will be premiering a new video series, titled STOP/WATCH, which gives bands 60 seconds to perform an entire song, complete with countdown clock and a tiny stage [to help symbolize the tiny amount of time artists are given]. Geared toward the "YouTube generation" of Internet-savvy kids with infinitesimal attention spans, Hive will be debuting the first 12 episodes of the series during the 24 hours of the award show.
"STOP/WATCH is unique in its concept: an artist or band has 60 seconds to complete a song. It's the perfect music series for discovering new talent, challenging music vets and keeping music fans with short attention spans on the hook," Jessica Robertson, managing editor of MTV Hive, told Billboard.biz. "It's the latest music series we're proud to launch on Hive, alongside others like our monthly live series Live in NYC and our indie video show Weird Vibes. We're always looking to try new video formats, feature a breadth of artists and provide the best music experience for music fans."
The biggest name in the initial lineup of artists is, appropriately, The Hives, while Joseph Arthur, Carolina Chocolate Drops, Citizen's Band, John Forte, Rhett Miller, Miracles of Modern Science, Peasant, Punch Brothers, Saint Motel, P.T. Walkley, and the Wombats will round out the initial dozen.
The O Music Awards are running from 7:30 pm June 27 in Memphis and finishing up at 7:30 pm June 28 in New Orleans.