Viacom Music Group, which includes MTV, VH1, CMT and Logo, today announced that its groundbreaking and Webby Award winning O Music Awards, www.omusicawards.com, a digitally driven event that celebrates and honors the artists, fans and innovators impacting digital music culture, will return on June 27th. The third iteration will be the world's first 24-hour award show live stream, an event that will unfold via a historic bus ride through the Mississippi Delta, the birthplace of rock 'n' roll.
Running tandem with the awards, one courageous band will board a tricked-out bus and zigzag across the region in attempt to break Jay-Z's Guinness World Records® title for the Most Live Concerts In 24 Hours (Multiple Cities) hitting a total of 8 cities starting in Memphis and ending in New Orleans. Beginning today, fans can suggest potential categories and nominees via OMusicAwards.com. Categories, nominees and the band attempting to break the world record will be announced at a later date. Confirmed sponsors include Honda, SK Energy and Starbucks® Frappuccino® blended beverages.
With each cycle, O Music Awards continues to best itself and smash records in the process. O Music Awards 2 beat out April's debut as MTV's second biggest live stream ever, nearly doubling the previous numbers, generating more that 1.4 million live streams and 22.3 million votes.
Having already invaded Las Vegas' iconic Fremont Street last April and West Hollywood on Halloween night in 2011, O Music Awards now has its sights set on the birthplace of rock 'n' roll: the Mississippi Delta, an area that's been home to musical greats like Elvis Presley, Jerry Lee Lewis, Muddy Waters, Carl Perkins, Johnny Cash, Robert Johnson, W.C. Handy, Howlin' Wolf, Isaac Hayes, Al Green, Justin Timberlake, Alex Chilton and Three 6 Mafia.
But this is no mere road trip down memory lane; it's a celebration of musical roots and a down and dirty, 24-hour live stream where anything can happen. The band in question will be in a constant state of "go" as cameras follow them on the bus, on the stage and everywhere in between. Along the way, the band will stop in 8 different cities and will play alongside a wide range of artists, meet up with fans and presenters who will dole out awards, and, of course, deal with all the pitfalls and unexpected detours that a multi-state road trip entails – flat tires, stops at musical monuments, and perhaps the occasional music-making hitchhiker. The audience at home can watch it all from any screen and, naturally, interact, influence, and play a part in the voyage as they head toward the final destination.