TOP NEWS Rapper Eminem takes home Artist of Year YouTube Music Award

NEW YORK (Reuters) - The first-ever YouTube
Music Awards on Sunday, improvised with plenty
of celebrity cameos thrown into the mix, saw
awards going to rapper Eminem and hip-hop duo
Macklemore and Ryan Lewis.
The show made a clear bid for the quirky, a
benefit of being streamed by YouTube rather than
broadcast on television.
If the music itself sometimes felt a little
overshadowed by all the hoopla, it shouldn't
surprise. The show was also a sort of
announcement by YouTube of its intentions to
take a bigger role in the music industry.
The music awards market is almost as crowded as
the music market.
YouTube featured big stars
such as Lady Gaga to attract attention, while
keeping enough of an outsider perspective to
differentiate itself from MTV, the Grammys and
other music powerhouses.
Although the Google-owned site has for years
been a go-to place for music fans around the
world, the site is now expected to introduce a
paid music service by year-end.
"There was nothing scripted tonight," said actor
Jason Schwartzman, who, along with
performance artist Reggie Watts, hosted the
show, which was directed by Spike Jonze.
Eminem won the Artist of the Year award. Video
of the Year was awarded to Girls' Generation, who
are megastars in South Korea but are still making
inroads into the U.S. music scene.
Breakthrough of the Year went to hip-hop duo
Macklemore and Ryan Lewis, whose songs include
the gay rights anthem, "Same Love."
Walk off the Earth, along with KRNFX, took the
Phenomenon Award for their version of Taylor
Swift's "I Knew You Were Trouble," while the
Innovation Prize went to DeStorm, who won for
"See Me Standing."
And in an acknowledgement of the hefty amount
of user-generated content that goes on YouTube -
everything from yawning kittens to cellphone
video of major world news - YouTube gave out
something called Response of the Year.
That prize went to Lindsey Stirling and
Pentatonix, for their cover of Imagine Dragons
"Radioactive." Stirling is a star among violinists -
but not have the star power of Katy Perry,
another of the night's nominees.
LADY GAGA, CULTURAL REFERENCES
Along with Gaga there was a shaky-cam
performance by Tyler, the Creator, and Earl
Sweatshirt, both of the Odd Future Wolf Gang Kill
Them All hip-hop collective.
There were cultural references, including the
quirky song "The Fox (What Does the Fox Say?)"
from Norwegian duo Ylvis, a viral hit earlier this
year.
YouTube has positioned itself in recent years as a
major source of new music videos for fans.
Sites such as YouTube effectively function as on-
demand stations for music, with fans able to
listen to play lists over and over just for watching
the occasional commercial.
The shift highlights some of the challenges - and
opportunities - for artists. Access to music is
easier than it's ever been, thanks to sites such as
YouTube, music blogs, file-sharing software and
more. But it's also become that much more
difficult for musicians to earn a living.
YouTube is expected to introduce an option by
the end of the year to let music fans skip the
commercials via a paid subscription service. This
would pit YouTube directly against services such
as the online music streaming Web service
Spotify, whose business model has been criticized
by musicians for squeezing artists.

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