We are all impressed by your YouTube video of a cat in the box, but today, YouTube is more interested in hyping a different Las Vegas YouTube artist named Shamir.
YouTube just launched its unusual YouTube Music Awards. People at YouTube identified 50 artists who they liked from the past year, and signed them up to debut new videos on an awards page.
In addition to awarding stars with bigger names, such as Charli XCX and Ed Sheeran, the YouTube Music Awards is spotlighting the young, Jamiroquai-ish-voiced, Las Vegas-based singer Shamir.
“Newcomer Shamir — this year, I’m predicing, is gonna be his,” awards host Tyler Oakley announced in a preview video.
Shamir’s new song “Call It Off” (from the May 18 album “Ratchet”) is already online. Directed by Philip Hodges of Jim Henson Studios, “Call it Off” is a cute little synth-dance video with muppets.
One muppet with a nose ring announces him as being from North Las Vegas.
As usual, don’t read the YouTube comments, because that’s the Wild West for 12-year-old racist homephobes who enjoy metaphorically smelling their armpits in front of strangers.
Contact Doug Elfman at email@example.com. He blogs at reviewjournal.com/elfman. Find him on Twitter: @VegasAnonymous