Girls' Generation wins YouTube music award
K-POP sensation Girls' Generation's music video for I Got A Boy was named as the Video of the Year at YouTube's first music awards which was held via webcast on Sunday.
The nine girls beat other acts such as Justin Bieber, One Direction, Selena Gomez and even fellow K-pop star, Psy, whose music video for Gentleman was nominated for the same category.
Group member Tiffany Hwang represented the band at the non-scripted awards ceremony, which was held in New York City at Pier 36, to receive the award from the hosts, actor Jason Schwartzman and musician-comedian Reggie Watts.
Psy, who was also nominated as Best Artist of the Year, lost to rapper Eminem, who took home the top artist award, performing Rap God.
While the white rapper is known for his ability to shock, his performance was not the most controversial feature of the show.
That was probably claimed by a short film by film-maker and actress Lena Dunham, in which a young lovelorn man, apparently suffering from depression, agrees to commit suicide with a girl he just met.
The inaugural YouTube Music Awards joins a variety of industry events such as the Grammys, MTV Video Music Awards and American Music Awards, entering the fray at a time when people increasingly turn to the Internet for streaming and on-demand programming.
Unlike the established awards ceremonies, YouTube's event organisers said the nominees and winners were tallied in a distinctly Internet-age manner, based on "viewership, subscriber, and/or engagement metrics".
Sunday's webcast was kicked off by indie rockers Arcade Fire performing their new song Afterlife in a live video performance featuring a chorus of young girl singers.
Up next was a crying Lady Gaga dressed in a tomboyish baseball cap marked "Dope", for a first performance of an eponymous song that she delivered in a haunting, melancholic tone while playing the piano.
The show's creative director, Spike Jonze, said before the event that he wanted to stay true to the video-sharing website's experimental origins.
The 90-minute affair may have split the Internet audience down the middle, judging by comments posted on Twitter, in which some people complained of censorship, when the show's live stream stopped several times.
The YouTube event also honoured violinist Lindsey Stirling - whose career was drastically boosted or even enabled by the video-sharing platform - with the Best Response award for videos that were remixed or parodied.
The Phenomenon award, meanwhile, went to Taylor Swift's I Knew You Were Trouble video, and Innovation of the Year went to DeStorm Power, the 160th-most-subscribed YouTube user whose 250 videos on the website have been watched more than 200 million times.