MTV and VH1's parent company, Viacom, will live-stream the third annual O Music Awards on June 27th. The award show honors artists, fans and innovators committed to using digital media to impact music culture.
This year, the event will be live-streamed as it unfolds over a 24-hour bus ride down the Mississippi Delta, birthplace of Elvis Presley, Johnny Cash and Justin Timberlake. Last year's award show was MTV's second biggest live-stream ever with more that 1.4 million streams.
Starting today, fans can nominate their favorite band to participate in a 24-hour tour in eight different cities, from Memphis down to New Orleans. Live cameras will follow the nominated band from the tour bus to the stage as they attempt to break Jay-Z's Guinness World Record for the most live concerts in multiple cities within 24 hours (seven).
The winning band, as well as the entire roster of nominees and performers, will be revealed on May 23rd.
"We started O Music Awards as an experiment and it keeps gaining momentum as an incubator for experimenting with interactive storytelling across multiple platforms," Viacom's Executive VP Dermot McCormack said in a statement. "We we want to push the boundaries of how stories are told. We also have some fun, give out awards and break a few records."
Last year, rapper Chiddy Bang broke two Guinness World Records. After rapping for 9 hours, 16 minutes and 22 seconds at the O Music Awards, Chiddy Bang snagged the record for longest freestyle rap and longest marathon rapping record.
Other past performers include the Flaming Lips, Robyn, Mumford & Sons and Foster the People. Previous winners include Björk (Digital Genius Award), Kanye West (Best Tweet), Nirvana (Best Vintage Viral Video), Spotify (Most Addictive Social Music Service) and Way Out West (Most Innovative Festival).