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The Billboard Music Awards took an experimental, digital-only approach to its ceremony this year, and fans are asking organizers to “NEVER” do it again.
The award show ― which has aired on various networks over the years including Fox, ABC and NBC ― diverted course from a traditional broadcast or livestream on Sunday, opting instead to share clips of performances and artists’ wins via Billboard’s website and social media channels.
The BBMAs billed the ceremony as a “reimagined award show concept” this year to “entertain fans with music and exclusive content,” according to a press release.
Performances and acceptance speeches didn’t take place in a single venue and instead occurred in a number of “global locations, in the midst of sold-out tours, and in custom venues,” organizers said.
Critics on X, formerly Twitter, weren’t happy with the changes, pointing to the lack of a livestream as well as technical difficulties with the videos on Billboard’s website.
A spokesperson for Dick Clark Productions, the producer behind the ceremony, referred HuffPost to a Billboard.com Q&A when asked how organizers decided on the format.
“When conceptualizing a newly reimagined BBMAs, it was important for us to put the artists and fans first, leaning into the existing viewing habits of today’s audience to create an awards show that speaks to a new generation,” said Maddy Mesevage, Dick Clark Productions’ senior vice president of marketing.
“Similar to how music consumption has shifted, with 85% of music consumed digitally, how fans engage with their favorite artists and view content has also shifted. So this year, the BBMAs is meeting fans everywhere they are, and everywhere they already consume music and content.”
You can check out more from the Q&A here.
A source close to the show noted that a “brief glitch” occurred on Billboard’s website “due to overwhelming demand.”
The site, which hosts videos from ceremony, was unable to load clips for some Google Chrome users as of late Sunday night.