LOS ANGELES (Reuters) – The inaugural O Music Awards -- the new anti-awards show that celebrates the growing power of digital music -- will be hosted in Las Vegas next week, organizers MTV Music Group said on Wednesday.
But the precise location for performances, flash mobs and other events is being kept secret for a while longer, in line with the venture's bid to promote creativity over the red carpets and trophy handouts that mark traditional award shows.
English folk rock band Mumford & Sons, rappers Lil B and Lupe Fiasco, Nashville-base string band Old Crow Medicine Show and others will perform during the week-long event starting on April 25, both from the Las Vegas hub and at other locations around the country.
The main event on April 28 will jump start with Chidera "Chiddy" Anamege of alternative hip-hop group Chiddy Bang attempting to set a world record for the longest freestyle rap, MTV Music Group said.
"I've been freestyling since I was 14 years old and this is definitely me putting myself to the test," Chiddy said of his attempt to enter the Guinness Book of Records.
The award event will begin on Thursday evening when a flash mob will descend on "a surprise iconic Las Vegas location", organizers said.
The O Music Awards will showcase a range of artists and appearances by web celebrities and innovators. Awards will be presented throughout the week in several ways, including live streaming, viral videos and on social media sites to reflect the growth of music buying and sharing on sites like iTunes, YouTube and blogs.
"The advent of the digital space has changed forever the way we discover, experience and enjoy music," said Dermot McCormack, executive vice president, digital, for MTV Music.
"The time has come to celebrate and award achievements and innovations in this space with an experimental, ever evolving unorthodox and forward facing event," McCormack added.
The O in the title stands for open to interpretation, or online or ongoing, organizers said.
Fans have so far cast more than 1.9 million votes on the O Music Awards website and through social media for categories ranging from Must Follow Artist on Twitter, to Funniest Music Short and Most Viral Dance.
Leading nominees include Lady Gaga, Nicki Minaj, Funny or Die, Tyler the Creator and YouTube star Antoine Dodson.
(Reporting by Jill Serjeant; Editing by Christine Kearney)
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