iHeartRadio Music Awards Leave Some Asking “Why?”

Photo: news.iheart.com

Photo: news.iheart.com

On Thursday (May 1st), the Shrine Auditorium in Los Angeles, California was home to the first annual iHeartRadio Music Awards… because apparently there weren’t already enough award shows in Hollywood.

By now everyone who cares about such things already knows who won what, with Rihanna killing it by taking home 4 awards, Pharrell being presented with the inaugural “Innovator” award, etc. The real question has nothing to do with winners and losers (or, rather, those who were honored “just to be nominated”). No, the real question is this: With the industry jam-packed full of awards shows (the Grammys, American Music Awards, Billboard Music Awards, CMT Music Awards, etc.), why add yet another 3-hour-long awards show to a docket that’s already bursting at the seams?

This question was being asked by many before the show even aired and, unfortunately, no answers were presented Thursday night. Though I wouldn’t exactly call the event a failure, there just wasn’t the same pizazz we’ve come to expect from other more vaunted shows, nor was it innovative in any way. It just seemed like more of the same old, same old.

In a music industry that’s rapidly evolving, from the way albums are distributed to the ways in which customers are listening to their favorite songs, “staying the course” just doesn’t get the job done. You would expect iHeartRadio, a company right at the heart of this change, to understand that.

Am I wrong? Perhaps I’m being too hard on an awards show that’s in its infancy, one that simply hasn’t had a chance to hit its stride. What do you think? Do we look forward to the 2015 iHeartRadio Music Awards, or is it a case of “been there, done that?”

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