our favorite music videos from the youtube music awards
Celebrating its 10th birthday this year, YouTube has revolutionized the way we watch music videos, and the YouTube Music Awards celebrates the most innovative promos.
From FKA Twigs' body horror turned catwalk battle (read about it here…) to an acne ridden Charli XCX, this year's YouTube Music Awards was a showcase of the hottest talent in music and film, hosted online by vlogger Tyler Oakley. In an age where music videos are experiencing budget restrictions and other limitations, YouTube celebrates both upcoming and established talent in an online awards show with a series of bizarre visuals. Here is i-D's pick of the winners.
Action Bronson feat Chance the Rapper, Baby Blue
After proving his acting skills in a new Vice short, Chance the Rapper features on this latest Action Bronson track, produced by Mark Ronson. The track is accompanied by a Lil Chris-directed video starring Bronson in multiple roles; barber, fast food server, prom band leader, and audience member in, bizarrely, a controversial Cosby sweater.
Charli XCX, Famous
Charli XCX's offering to the awards is a harrowing glimpse into a technicolor dystopia directed by Eric Wareheim, where ageing voguers drag our protagonist to a Hades lair of near-future technology. We are introduced to a final-level boss with selfie-stick fingers, and instructed to plug in to the man in order to sell your soul to the internet.
Shamir, Call It Off
Newcomer on XL Recordings and Vegas native Shamir stars alongside his puppet self in Philip Hodges' promo for Cut It Off. Shamir's own brand of cowbell pop suits the childlike visuals and proves the youthful star is capable of way bigger things.
Migos, One Time
In the sundrenched aftermath of a wild party, the remnants of the previous night's shenanigans come back to haunt Migos, in a bullet time rundown of off-the-chain dancing and flying lips. See just exactly how they ended up on the couch.
- youtube music awards