NEW YORK (AP) — MTV is bringing back the O Music Awards just months after debuting the digitally minded awards show.
In late April, the network premiered the OMAs, a fan-friendly celebration of digital music. Sharply distinct from regular award shows, it featured interactive, fan-voted awards that culminated in a live, multiplatform webcast on MTV Music Group websites.
On Tuesday, MTV will announce the O Music Awards 2, to take place Oct. 31. MTV plans for the OMAs to be so atypical that they don't adhere to the calendar, but sprout up twice or maybe even three times a year.
In noting how quickly digital music is changing, Shannon Connolly, vice president of digital music strategy for MTV, pointed to Rebecca Black, whose viral hit "Friday" now feels like a century ago.
via news.yahoo.com
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