"The diversity of what is going on is extraordinary," says David Knight, editorial director of UKMVA. Among the winners:
- Time To Dance The Shoes (Jake Gyllenhaal plays a serial killer bumping off hipsters in East London
- Bad Girls M.I.A.'s empowering, provocative swipe at Saudi Arabia's male-only driving laws showing gyrating, burka-clad women doing handbrake turns in the desert.
- Gangnam Style Psy, the South Korean rapper, took MTV's Best Video award for the bonkers video in which he pretends to ride a horse whilst sitting on the loo: global fame and 700 million viewers can't be wrong!
YouTube has become the place to go not just for music videos but for listening to music. A survey by Nielsen in August 2012 found that more American teens listen to YouTube than any other platform.YouTube, together with specialist music portals such as Vevo and Noisey, allow companies to monetise music video content, which until recently they have not really done.
Previously, they would license their videos to MTV, then watch in the sidelines as the channel made millions in advertising. Now labels receive royalties every time a video is clicked on.
Vevo: shows videos by Universal, Sony and EMI artists
Noisey: an online music channel backed by Vice magazine
Artists can now obviously direct their fans to videos via Twitter and Facebook. They can take more risks as they do not have to dilute videos for unaffiliated MTV audiences:
- The Shoes' video is nihilistic, violent and 8 minutes long
- Psy is the first South Korean to top the British charts
- M.I.A. had a Sri Lankan-British born star and a French director, Romain Gavras
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