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Edition: U.S. Article Comments (0) Follow Reuters Facebook Twitter RSS YouTube Read Norwegian marathon great Waitz dies at 57 10:35am EDT Goldman profit drops as trading revenue falls 11:42am EDT RIM launches PlayBook, fans don't play along 11:29am EDT Apple sues Samsung, says stop copying us 7:30am EDT With much at stake, Asia voices confidence in U.S. debt 11:32am EDT Discussed 92 Palin returns with feisty, anti-establishment speech 83 Obama to lay out deficit plan with focus on tax, spending 74 UPDATE 1-Geithner says Congress will pass debt limit increase Watched Cupless bra combats cleavage crinkle Fri, Apr 15 2011 VW unveils new sporty Beetle Mon, Apr 18 2011 South Korean "super gun" packs hi-tech killing power Mon, Feb 14 2011 Flash mobs, rapping record mark first O Music Awards Tweet Share this LOS ANGELES (Reuters Life!) - The inaugural O Music Awards -- the new anti-awards show that celebrates the growing power of digital music -- will be hosted in Las Vegas next week, organizers MTV Music Group said on Wednesday. But the precise... Email Print Related News Royal Wedding to be streamed live on internet 11:35am EDT Canada student mobs aim to make voting go viral 4:49am EDT NY Times and LA Times each win two Pulitzer Prizes Mon, Apr 18 2011 Oops! Statue of Liberty stamp shows Las Vegas lady Fri, Apr 15 2011 Special report: Dial 911-FOR-PROFIT--Just don't tell a firehouse Fri, Apr 15 2011 Analysis & Opinion The water’s fine, but maybe don’t come in Warner Music sale would only be an opening act Related Topics Entertainment » Fashion » Music » English folk rock band Mumford and Sons' Marcus Mumford (2nd L), Winston Marshall (2nd R), Ted Dwane (R) and Ben Lovett (L) perform on the main stage during the second day of the Coachella Valley Music & Arts Festival in Indio, California April 16, 2011. Credit: Reuters/Mike Blake LOS ANGELES | Tue Apr 19, 2011 11:14am EDT LOS ANGELES (Reuters Life!) - The inaugural O Music Awards -- the new anti-awards show that celebrates the growing power of digital music -- will be hosted in Las Vegas next week, organizers MTV Music Group said on Wednesday. But the precise location for performances, flash mobs and other events is being kept secret for a while longer, in line with the venture's bid to promote creativity over the red carpets and trophy handouts that mark traditional award shows. English folk rock band Mumford & Sons, rappers Lil B and Lupe Fiasco, Nashville-base string band Old Crow Medicine Show and others will perform during the week-long event starting on April 25, both from the Las Vegas hub and at other locations around the country. The main event on April 28 will jump start with Chidera "Chiddy" Anamege of alternative hip-hop group Chiddy Bang attempting to set a world record for the longest freestyle rap, MTV Music Group said. "I've been freestyling since I was 14 years old and this is definitely me putting myself to the test," Chiddy said of his attempt to enter the Guinness Book of Records. The award event will begin on Thursday evening when a flash mob will descend on "a surprise iconic Las Vegas location", organizers said. The O Music Awards will showcase a range of artists and appearances by web celebrities and innovators. Awards will be presented throughout the week in several ways, including live streaming, viral videos and on social media sites to reflect the growth of music buying and sharing on sites like iTunes, YouTube and blogs. "The advent of the digital space has changed forever the way we discover, experience and enjoy music," said Dermot McCormack, executive vice president, digital, for MTV Music. "The time has come to celebrate and award achievements and innovations in this space with an experimental, ever evolving unorthodox and forward facing event," McCormack added. The O in the title stands for open to interpretation, or online or ongoing, organizers said. Fans have so far cast more than 1.9 million votes on the O Music Awards website and through social media for categories ranging from Must Follow Artist on Twitter, to Funniest Music Short and Most Viral Dance. Leading nominees include Lady Gaga, Nicki Minaj, Funny or Die, Tyler the Creator and YouTube star Antoine Dodson. (Reporting by Jill Serjeant; Editing by Christine Kearney) Entertainment Fashion Music Tweet this Share this Link this Digg this Email Reprints We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language, all capital letters or appear to be spam, and we review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. Comments (0) Be the first to comment on reuters.com. Add yours using the box above. 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