YouTube held its first-ever Music Awards Sunday night, and the 90-minute, live-streamed event from Manhattan's Pier 36 was certainly ... different.
Jason Schwartzman and Reggie Watts handed out awards to stars big and small in between "live music video" performances.
It was un-scripted by design, and it showed.
Girls' Generation - I Got a Boy
There were surprisingly difficult efforts to find the winner's name, uncomfortable interludes between performances, and a general sense of cluelessness.
A good time was had by all, to be sure, but there are kinks to be worked out.
Among the big winners: Macklemore & Ryan Lewis (YouTube Breakthrough Artist), Taylor Swift (YouTube Phenomenon) and Eminem (Artist of the Year).
In Swift's absence, a group of girls who had posted their own version of "I Knew You Were Trouble" accepted the award on her behalf ... obviously.
The show also highlighted lesser-known artists who gained fame online. Most notably, Girls' Generation won Video of the Year for "I Got a Boy" (above).
The "live music video" performances included Arcade Fire and Lady Gaga, who debuted her new song "Dope." Check out the list of winners after the jump!
VIDEO OF THE YEAR
Barack Obama vs Mitt Romney, Epic Rap Battles of History
Demi Lovato, Heart Attack
WINNER: Girls' Generation, I Got A Boy
Justin Bieber (featuring Nicki Minaj), Beauty and A Beat
Lady Gaga, Applause
Macklemore & Ryan Lewis (featuring Mary Lambert), Same Love
Miley Cyrus, We Can't Stop
One Direction, Best Song Ever
Psy, Gentleman
Selena Gomez, Come & Get It
ARTIST OF THE YEAR
WINNER: Eminem
ERB
Justin Bieber
Katy Perry
Macklemore & Ryan Lewis
Nicki Minaj
One Direction
Psy
Rihanna
Taylor Swift
RESPONSE OF THE YEAR
Boyce Avenue (featuring Fifth Harmony), Mirrors
Jayesslee, Gangnam Style
WINNER: Lindsey Stirling and Pentatonix, Radioactive
The Piano Guys, Titanium/Pavane
Walk Off the Earth (featuring KRNFX), I Knew You Were Trouble
YouTUBE PHENOMENON
Diamonds
Gangnam Style
Harlem Shake
WINNER: I Knew You Were Trouble
Thrift Shop
YouTUBE BREAKTHROUGH
Kendrick Lamar
WINNER: Macklemore & Ryan Lewis
Naughty Boy
Passenger
Rudimental
INNOVATION OF THE YEAR
Anamanaguchi, Endless Fantasy
Atoms for Peace, Ingenue
Bat for Lashes, Lilies
WINNER: DeStorm, See Me Standing
Toro Y Moi, Say That