Last year YouYube created their own award show which was widely panned as being unnecessary. Of course that did not stop them from doing another one. But they did change things up this time around. Instead of creating live music videos at the last awards and handing out fan voted awards, the winners got their own music videos as an honor, or at least I think, it is kind of hard figuring out what is actually going on with the YTMA's. All I know is because of it we get a new Charli XCX music video, a creepy-fun ode to our devotion to our mobile devises. I do wonder if having to watch an ad to get into a room is a not so subtle dig at the ads in front of YouTube videos.
Ed Sheeran also got the YouTube Music Award music video treatment but where Charli got a bunch of mobile zombies, Ed get Ray Liotta. So maybe not all YouTube Awards are treated equal. Is Ray playing old Ed? Am I supposed to think of Taylor Swift's Blank Space while watching (it takes place in a mansion, there is a random horse for no apparent reason, destruction of property). Whatever the case, the YTMA's are still pretty unnecessary.
As a pretentious music blogger I have an image to uphold only only like the greatest most snobby music being made, but even us pretentious music bloggers have our guilty pleasures (Ariana Grande) and songs we like semi-ironically (Teenage Dream). Now I know this Tori Kelly song is not good, the singing like a baby girl in the pre-chorus is kind of embarrassing, there is an unnecessary Mariah Carey type vocal gymnastic as if she were trying out for some crappy karaoke show. But I have to admit it does not suck massively either. The verses give off a cool eighties RnB vibe to it like it could have been a hit for The Jets (which begs the question, whatever happened to The Jets?) three decades ago and following the unnecessary vocal gymnastic is a pretty awesome horn breakdown. Now I need to decide on whether this song deserves to be filed away in my guilty pleasure folder or like ironically.
Pretentious blogger confession number two: I have never been much of a fan of Modest Mouse. With that said, I do kind of like their new song (I really like the line, "this is what I really call a party now" line, but a party never really starts until someone starts fire to a lampshade and wild, ADD inducing new music video.
No comments:
Post a Comment