Not MTV; not for a long time. Instead, try the Internet: Video Music Awards-MTV-Criticâ€™s Notebook
But while viewers used to complain about the dearth of music videos on MTV, that complaint itself now seems old-fashioned. Anyone who cares about music videos can find them elsewhere, sometimes courtesy of MTV itself. (The network unveiled a video-heavy site, mtv.com/overdrive, last year.) Tonightâ€™s awards ceremony, to be broadcast live from Radio City Music Hall, is the first since the introduction of the video iPod last year. And itâ€™s the first since the rise of YouTube.com, the most efficient video-sharing site yet. If MTV no longer plays music videos all day long, who cares?
So what do music fans do when they have cheap cameras and an easy way to share their work with other fans? They sing cover versions of their favorite songs, or show off their lip-synching skill, or do silly little dances. On YouTube this means that artists sometimes end up competing with their own fans.
[…] No band has exploited online video more effectively than OK Go, from Chicago. The video for â€œHere It Goes Againâ€ (Capitol) consists of a single, low-resolution shot of the band members performing an intricately choreographed routine on a set of treadmills. Part of the appeal is that these guys donâ€™t look anything like professional dancers. The band wasnâ€™t nominated for any awards. (â€œHere It Goes Againâ€ was released too late to be considered.) But in a tribute to the power of online video, the members of OK Go are scheduled to reprise their treadmill routine during tonightâ€™s show. Around New York there are tongue-in-cheek OK Go posters that say â€œFor Your Consideration: Best Treadmill Video.â€
Compared to these viral videos, tonightâ€™s nominees for video of the year seem to come from a different planet.