Music and Media

By: Gabriela C. Perez

The iHeartRadio Music Awards took place on March 5, 2017. Source: iHeartRadio

Social media has changed the game in more ways than we can count, and it showed Sunday night during the 52nd Academy of Country Music Awards.


University of North Texas Alumni Maren Morris came out victorious, winning the award for New Female Vocalist of the Year. Awards coverage could be found all over social media, to where users like me didn’t even have to be anywhere near a television set to find out what was going on.


This isn’t the first time that social media has helped to up the ante for an awards show.


Last month, the 3rd annual iHeartRadio music awards was the event clogging up our timelines. However, social media really did make a big difference for the show in a couple of unexpected ways.


A couple of categories allowed fans to retweet their nominee in exchange for a vote, which is a smart marketing technique on iHeartRadio’s part. The more people that are seeing it across their feeds, the more interaction and response you’ll get.


You even had celebrities who couldn’t make it to the event giving acceptance speeches on Snapchat! What more could you ask for?


However, social media was also what to led to a huge mistake on the award show’s part. During the show, it was announced that Zayn Malik had won Best Music Video, who gave his acceptance speech through Snapchat since he couldn’t be at the show. The video, which featured girl friend and music video co-star Gigi Hadid, was shared across social media thousands of times, as fans congratulated the former One Direction star.

The catch?


He didn’t win. The award was actually meant for Fifth Harmony.


The solution? Create a brand new category, Best Solo Breakout Star, and name Zayn the winner of that instead.

Making the shows interactive for the audience not only bolsters social media attention, but also raises the show’s television rating. People like being a part of something and having a voice, so giving them that power serves as an advantage for everyone. With the extra attention comes extra responsibility in making sure that everything being posted is accurate.
The iHeartRadio music awards handled what could have been a disastrous situation in a well-thought out way. Just be a little bit more careful next time…


Blickley, Leigh. “Here Are The Winners Of The 2017 ACM Awards.” The Huffington Post., 02 Apr. 2017. Web. 03 Apr. 2017.

Elizabeth, De. “Zayn Malik’s Best Music Video Award ACTUALLY Belonged to Fifth Harmony.” Teen Vogue., 07 Mar. 2017. Web. 03 Apr.

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UNT Eagle Strategies

Class members of the social media class in the Mayborn School of Journalism