Writing exclusively for Celebuzz, Scott Reich, Video Expert for VEVO – the world’s leading all-premium music video and entertainment platform — predicts who will reign supreme in this year’s top American Music Awards categories From “Artist of the Year” to “Favorite Band, Duo or Group” and what makes these musicians so powerful.
It’s that time of year again – the 2012 American Music Awards are almost here! Throughout the year, we’ve seen some incredible music video and album debuts from a variety of established artists as well as up-and-comers. I wanted to share a few of my predictions on which artists have the potential to nab top honors for 5 of the most sought-after categories this year.
Check out my picks for the 40th Anniversary AMAs below! Also be sure to check out VEVO.com following the show for exclusive American Music Awards content.
Predicted Winner: Justin Bieber
The fans have spoken: Justin Bieber is the favorite of the American masses. With a fiercely loyal following of Beliebers across the country (and globe) and a new hit album ‘Believe,’ the Biebs further proved he is the artist of the year frontrunner when he broke the 24 hour video view record on VEVO with an incredible 10.6 million views in one day. Here at VEVO, we had early predictions on how big Bieber would be this year when he became our first CERTIFIED artist in 2012 for achieving over a whopping 100 million video views on several of his music videos. Bieber croons in “Beauty and a Beat” that he’ll be partying “like it’s 3012,” but come Sunday’s AMA’s, I think he’ll be celebrating just fine in this century’s ‘12.
Predicted Winner: One Direction
My pick for New Artist of the Year is without a doubt British boy band One Direction, who has proven to be one of the biggest musical sensations to cross over from the UK to the States. One of VEVO’s most successful LIFT artists, One Direction rooted themselves as a potential winner in the new artist category by smashing Justin Bieber’s record for the top number of video views in 24 hours on VEVO. Even though the Biebs reclaimed the title shortly after, there’s no arguing that One Direction has distinctively established their major musical presence. These British lads have taken the US by storm this year and I believe they might easily take home the AMA’s New Artist of the Year award.
Category: Favorite Male Artist (pop/rock)
• Justin Bieber
• Flo Rida
Predicted Winner: Usher
Plain and simple, Usher is a musical legend. He’s had countless number 1 hits, performed at the Super Bowl, and won multiple GRAMMYs throughout his career. The R&B superstar has continued to solidify his successful career in 2012 with the release of his seventh studio album, ‘Looking 4 Myself,’ from which he’s released three successful singles. We’ve heard him throughout the year dominating the airwaves, and I predict we’ll be hearing him give an acceptance speech to thank his die-hard fans for their relentless support at this year’s AMAs.
Predicted Winner: Nicki Minaj
If there had to be one word to describe Nicki Minaj, “workaholic” would be a top choice for many in the music business. The Trinidadian-born raptress has had an almost endless number of new music videos debut in 2012, with no signs of letting up. From top hits such as “Starships” to “Pound The Alarm,” Ms. Minaj is an artist we’ve come to recognize as not only as one to take risks with fashion in videos and on the red carpet, but one of the most buzzed about artists in social media. She’s got the fans, she’s got the views, and she’s definitely shown she has what it takes to easily be the winner for Favorite Female Artist this year. I can’t wait to see her perform at the show!
Category: Favorite Band, Duo or Group (pop/rock)
• Maroon 5
• One Direction
• The Wanted
Predicted Winner: One Direction
I’m calling it now—viewers might just be getting a double-dose of One Direction at this year’s AMAs. Every music video from One Direction that we’ve seen premiere on VEVO this year has made a bigger splash than their previous one, both in terms of social engagement and video view counts. It’s hard to believe One Direction is also nominated for new artist of the year, because they already have a massive fan following that simply can’t get enough of Niall, Zayn, Liam, Harry and Louis. That makes these young pop stars well poised to take this year’s award for Favorite Group of 2012.
Watch the video above to get a glimpse of one of this year’s hottest artists, One Direction, and the video below to hear Nicki Minaj. Who do you think might take home the top honors this year? Let us know in the comments below.