Jack White and Joe Jonas were among the big winners at Thursday’s O Music Awards, the digital awards show produced by Viacom-owned cable networks MTV, VH1, CMT and Logo.
White won the digital genius award, while Jonas of The Jonas Brothers won for best artist Instagram.
Jonas said, “I don’t think anyone has ever won an award for being on Instagram before, so it’s cool to be the first one.”
Other winners included CrowdSYNC won for best music app, and Kitty for best web-born artist.
The awards show focused on drummer Andrew W.K.’s successful quest to set the world record for longest drum session in a retail store of 24 hours. During his endless set, Chad Smith of Red Hot Chili Peppers, ?uestlove of The Roots, Marky Ramone of The Ramones, Nick Jonas of The Jonas Brothers and others joined the ambitious artist at various times during the day.
When Andrew W.K. finished his set around 7 p.m. ET, he received the must-follow award on Twitter.
Previous O Music Awards have seen Chiddy from Chiddy Bang break the record for the longest freestyle and Wayne Coyne and The Flaming Lips set the world record for most shows played in multiple cities over a 24-hour period.
Previously underground band Darling Parade may have had the best moment of the 24-hour marathon, winning the make-a-band-famous award and the opportunity to the play during the MTV Video Music Awards weekend in August.
Kristin Kearns of Darling Parade said after the show, “We’re so appreciative of our fans for bringing this award home for us, and we’re ecstatic to see where this opportunity takes us!”
The 24-hour digital awards show was live streamed on OMusicAwards.com and included broadcasts from New York City, Nashville and Los Angeles. Taking part in the “Live Music Day Festival,” more than 50 artists performed over the 24-hour period, including The Jonas Brothers, Hanson, and Gavin DeGraw.
Viewer and voter turnout was at an all-time high for the fourth annual awards show. More than 100 million votes were cast, which more than doubled the votes from last year’s award show. The awards show garnered at least 125 million fan impressions on Twitter (including three national trending topics), 60 million Facebook impressions and more than 500,000 live streams.
On the O Music Awards website, seven cameras were live, including one focused on the “Cat Stage,” which followed the antics of five kittens and a goat — only on the Internet.