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.
MTV announced the O Music Awards 2 will take place Oct. 31. 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.
"We're celebrating an emerging culture and we're celebrating this thing that's happening really fast," says Connolly. "It's partly debunking the award show format once a year, sticking to all the same categories but it's also because the space is changing so quickly."
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