When Google purchased YouTube in October 2006 for more than $1.5 billion, the site’s most fervent fans were concerned. Would there be policing of content? Would the little guys get squeezed out? Would it be another platform for major networks and studios? By keeping the look and feel of the site intact, YouTube was able to maintain the illusion that nothing under the hood had changed. But as YouTube gained the credibility of having a major player like Google behind it, major content providers became more amenable to providing the site with their copyrighted content. So whereas before, a clip like “Lazy Sunday” from “Saturday Night Live” ended up on YouTube because regular folks wanted it there, now we’re treated to clips of “Deal or No Deal” because NBC wants them there.
Still, YouTube is fighting to maintain it’s “for the people, by the people” image (complete with the slogan “Broadcast Yourself”), and the Video Awards are a way to convey that. The awards seem to suggest that though they now have a corporate parent and are in bed with the content providers they are supposed to be providing an alternative to, YouTube is still the same anything-goes site that has made it so popular. To that end, they gave out seven awards (voted by the public, natch) in the following categories: Most Creative, Best Comedy, Best Commentary, Best Series, Best Music Video, Most Inspirational and Most Adorable.
It’s worth noting that the list of nominees doesn’t seem include any clips from established content providers—not even SNL’s “Lazy Sunday” made the shortlist. But let’s review a few of the winners. Most Creative went to “Here It Goes Again,” the infamous treadmill-dance video by OK Go, a band signed to Capitol Records. Best Music Video went to singer-songwriter Terra Naomi, once an unknown, but now signed to Epic Records. Most Inspirational went to a video called “The Free Hugs Campaign,” but even the title of the video promotes the new album from the band whose music is included in the clip. They’re called the Sick Puppies, and their album is coming out soon on Virgin Records.
Three of the winners have connections to major record labels, so this raises a question that will continue to plague YouTube as it crafts its public image: is the site supposed to be anti-establishment or a shortcut to the establishment? With the advent of the Video Awards, the answer seems to be the latter. When it started, YouTube was undiscovered country. Now it’s a country of people trying to get discovered. YouTube Video Award winner today, MTV Music Video Award winner tomorrow. It’s everyone’s dream come true, but the weirdest, most wonderful YouTube clips are the ones that are posted as if no one will ever see them. As more people post clips as a shortcut to the big time, maybe no one ever will.
