It's Time For The YouTube Music Awards

There's been much hoopla over this year's Video Music Awards (VMA's), with everything about who won, who didn't win, the fights, the pouting, and finally, the low ratings. The fact of the matter is that the VMA's have long been obsolete, but sadly out of touch as well.

MTV, who sponsors the VMAs, is now a lifestyle channel and rarely plays videos any more. How can it have any award credibility if it's not in the game. That's assuming, of course, that it had any in the first place.

But here's the most damning indictment; some of the biggest videos that have been nominated in this past year (Gotye's "Somebody That I Used To Know" and Carly Rae Jepsen's "Call Me Maybe") have been a product of viral videos on YouTube. In fact, many studies point to the fact that YouTube is one of the main avenues of discovery for new music. When was the last time MTV could claim that? 1989?

That's why it's time for an music video awards show that's far more relevant to what's happening today - the YouTube Music Awards. Google, who owns YouTube, is already building broadcast facilities and gradually dipping their toe into television, and this would be the perfect way to start it off.

Just image how they could tie it all together. Do a live stream on YouTube Live and GoogleTV in conjunction with a TV network, and tie in the social with a massive Google+ Hangout. In fact, I volunteer my services as exec producer, if you're listening Google, because the YouTube Music Awards is an idea who's time has come.

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