This year’s American Music Awards (AMAs) are getting a little help from burgeoning micro-video platform TikTok for its nominee announcements.
The 45-year-old AMAs, which are owned by Dick Clark Productions, tapped three TikTok creators — Joshua Cureton (1.2 million followers), Nick Tangorra (1.2 million followers and pictured above), and Brittany Tomlinson (1.5 million followers) — to announce the nominees in three categories (respectively): ‘Favorite Music Video’, ‘Collaboration Of The Year’, and ‘Favorite Social Artist’. This marks the first time that an award show has turned to TikTok to unveil its nominees, according to the AMAs.
Seventeen-year-old Cureton, best known for his lip-sync, rant, and skit videos, used music videos costumes inspired by this year’s nominees to announce the competitors for ‘Favorite Music Video’ (see below), while 22-year-old musician Tangorra created a rap announcement. Tomlinson, for her part, created a straight-to-camera, comedic monologue about this year’s ‘Favorite Social Artist’ nominees.
The AMAs will continue to create original content for its TikTok channel (which counts 771 followers) ahead of the show, which is will broadcast on Nov. 24.