“Buttocks and Breasts”

Following up to the Grammy awards which took place in February this year, CBS (one of the US biggest commercial broadcasting televisions networks) made a statement issuing a dress code for the attending stars not to revel too much skin as seen in past events past.  CBS demanded for ‘buttocks and breasts to be adequately covered’ and warned against “exposure of the genital regions” and that “thong type costumes are problematic” as well as stating, “please avoid shear see-through clothing”. (The Standard, 2013)  

So none of this…

Remember this?....

And especially not this….

Although looks like someone didn’t care for the memo as KImbra (who won a grammy for “somebody That I used To know”) tweeted a response saying “Please avoid crimping my style”.

How much skin is inappropriate, and hasn't these outfits at the Grammy’s each year become the norm? Now at the Oscars for example you anticipate the classy, elegant and tasteful gowns on the red carpet.

Was there even a point in CBS making the announcement? Public relations director Anne Gregory says “the fear of many public relations practitioners is that these opinions could be drawn together and focused by the media against the organization… public opinion strongly held affects management decisions… PR practitioners ensure management are aware of public opinions so the can make decisions in the light of it” (Gregory. A, 2010, pp.99). What’s your opinion, after all we are the ones watching?

For more on PR check out the following book:

Gregory, A. (2010) Planning and managing public relations campaigns: A strategic approach. London: Kogan Page, pp.99-102

The Standard (2013) CBS issues dress code for 'breasts,' 'buttocks' at Grammy show. [online] Available at: http://www.standard.net/stories/2013/02/07/cbs-issues-dress-code-breasts-buttocks-grammy-show [Accessed: 20 Apr 2013].

The MusicBlues

We all must have realized that the music industry may be in financial trouble just like everyone else as a result of the recession, not to mention the HMV stores shutting down. But how bad is it, and are we really seeing the whole picture?

Although music still surrounds us it nowadays emerges from different formats such as using our mobile phones, mp3 players and Internet streaming services (Ludovic Hunter-Tilney, 2010). We are living in a digital age, and may be satisfied as music listeners however this creates quite the opposite effect in the industry and their executives. The birth of iTunes with their downloadable tracks and not to mention piracy which has spread like the plague across the world where large chunks of revenue is lost each year, has almost killed the CD and destroyed record companies leaving nothing to patch them up.

So there is no wonder the music industries revenues have continued to drop in recent years. Not only are the industry executives from the large label companies like Sony and EMI affected but also smaller independent musicians nowadays are unable to make a living solely on their music. The industries economy is a well talked about topic and especially during Billboard’s Annual Music and Money Conference were EMI fanatical situation was discussed, in 2007 (Gringer, 2010) EMI (a British music company) allowed a private equity firm to purchase them in the hope of recovery when in the beginning things seemed to be looking up, proved failing unfortunately resulting in the loss of top artists including radio head and rolling stones. Today EMI is no more and in 2012 sold of there assets. Could this be the record industries fate? Or can they learn to adapt successfuly in this digital era. Author of  “Digital Disruption “ believes many lessons can be learnt from observing the music industry.

“Build a digital customer relationship. The music industry fought the first wave of digital disruption — it didn’t help that Napster was ultimately illegal, making the industry fail to realize that the bigger phenomenon was legitimate even if its current manifestation was not. But then when iTunes came along and offered some relief, the industry gave away all the keys to the kingdom, with the most important one being the digital customer relationship they could have had if they had insisted on different terms or created their own digital music service without hampering it with impossible DRM expectations”. (McQuively, 2013)

For more on the music industries financial crisis check out blogger “The Unsigned Guide”

When Celebrity endorsements go wrong..

Celebrity sponsorship and endorsement is one of the oldest techniques for marketing products. However, it can all go wrong; it can create a damaging issue for the celebrity and the corporate sponsor in question. Sometimes, it is the fault of a poorly conceived marketing campaign, other times it is the fault of the celebrities undermining their brand message-either inadvertently or with bad behaviour. The real test however is how the organisation responds.

The pace of social media have made it more difficult for brands to curate their image and enlisting a celebrity spokesperson adds a significant layer of risk says Patti Williams, professor of marketing at Wharton.  “Traditionally, a celebrity would agree to be in an advertisement, and that was essentially the extent of the relationship, now celebrities are now encouraged to engage with the brands customers in other ways. This could be through the companies own media or through the celebrity’s own media, like twitter or Facebook. 

"The nature of the celebrity is a 360 degree proposition and that’s where many of the risks come from.” Patti Williams

The theory goes that borrowing a celebrity’s star power will create both an awareness of and interest in the brand in question. According to a study published in 2011 (Journal of Advertising) that looked at athletes’ support for brands found that such endorsements produced a 4% growth in revenue (About $10 million a year in added sales of the branded products), and a 0.25% rise in stock returns, celebrity endorsement proves successful!

Barbara Kahn believes that: “There are two schools of thought (on choosing the right celebrity for your brand), One is that you want to choose a celebrity who evokes positive emotions in your target market. You want someone who has a board appeal, some who creates a buzz, and someone who is likeable. The second is that you want someone who is a good fit or has some expertise with your product. This gives credibility.

I mean say someone like Beyonce?! Can you suggest anyone fitting this description?

With regards to social media, celebrities have more of an impact than brands. On twitter for example Justin Beiber has 34.5 million followers yet popular brands such as Rolling Stone magazine has a mere 2.3 million!  

Nearly three-quarters of social media users say they use social networks to hear others; experiences with brands, according to Nielson. Of those, about 65% wanted to learn more about brands’ products and services; 53% wished to compliment brands, and 50% want to express concerns or complain about brands and services.

Although social media allows consumers to have a voice and celebrities have a great field of communicating with brand and viewers, there can be both positive and negative impacts (David Reilbstein) I mean if the celebrity in question or brand for that question makes a “faux pas” it could create negative atmosphere around the other one which could equate to a loss in finances or fewer business opportunities and a chance to expand.

I mean the old say “there’s no such thing as bad press” …. Well I guess that’s not always true.

Social media aside, celebrities will not always act wisely.

Britney spears, brand ambassador for Pepsi, seen drinking coca cola, not just once, but well several times, “oops, she did it again”.

Tony Jaques: “The problem is that corporations need to respond more thoughtfully and effectively to protect their own reputation. (March 03, 2013, Vol 4, No. 5. Managing Outcomes.)

Pepsi very carefully and tactfully phased Britney out as their brand ambassador and slowly introduce Beyonce to take over the role as brand ambassador. Check out video below to see Pepsi's clever tactics! 

The Power Of Celebrities...

Celebrity product endorsements are a staple of advertising, bestowing titles like "brand ambassador  and spokesperson on stars. But these days companies are taking an extra step and giving celebrities  titles usually reserved for top executive talents such as "creative director". Susanna Kim, Feb 18th  2013 

Read More;

http://abcnews.go.com/Business/top-recent-celebrity-creative-directors-brand-ambassadors/story?id=18492843#

MTV Awards forced licensing change

Back in 2011 Belfast’s live music and entertainment venues were struggling to keep the parties going. With Irelands strict laws, clubs were not permitted to sell alcohol after midnight even if they could stay open until 3am and with the MTV European music awards creeping round the corner many felt they would miss out on business from tourism, crucial for the city says tourism marketing Bonita, M Kolb:

“economic benefits tourism can provide include increasing tax revenue so that more money is available for infrastructure maintenance......providing for economic development through attracting new businesses.” (2006).

The Events organizers also commented saying that the closing of bars and clubs was “not and option” and that it would “create enormous problems for MTV” (BelfastTelegraph, 2013).

The purpose of The Live Music bill issued by Lib Dem Lord Clement-Jones, was to offer licensing exceptions to venues with capacities less than 200.

Unfortunately the Bill never passed in time for the MTV Music Awards and local clubs, pubs and bars missed out on hosting the after parties for the attending stars like Beyonce and Lady Gaga. Instead these parties where held in Belfast’s Titanic Bell Hall, an unlicensed venue where the same laws didn’t apply. However MTV played a large part in pushing the Bill to the House Of Commons when in 2012 the Bill finally became an Act of Parliament.

Not all was lost for Belfast though, £22 million was generated in sales with £10 million of that generated in tourism revenue by the event. The council’s statistics showed MTV booking over 8,000 rooms from over 40 hotels in the area (BBC News, 2012).

Now Belfast can to get their party on!!!

For more on tourism marketing check out the book below:

Kolb, B. M. (2006) Tourism Marketing for Cities and Towns: Using branding and events to attract tourists. Oxford, UK: Elsevier Inc.

Musical Cabaret!

Just realised that according to the musical cabaret " Money makes the world go round" Surely it should be "Music makes the world go round" ?? 

What do you think? 

Sponsorship Shift!

“In a little less than 20 years, the focus of sponsorship has shifted from the valuation of brand exposure to the sponsor’s brand activation by focusing attention on the organisation’s relationship with the people interested in the event”

(Alain Ferrand, Luiggino Torrigiani, Andreu Camps I Povill – ‘The Routledge Handbook of Sports Sponsorship’ 2007.

Addicted to Apps??

Businesses have definitely tapped into the rise in smart phones and people's overwhelming attachment to them. Come on... if you haven't said it you have at least thought...'I couldn't live without my phone!'

Through the use of phone applications companies can take advantage of consumers opting into receiving direct marketing to their 'extra limb,' seems less intrusive that way round right? Organizations can use these apps to increase engagement with their customers, build brand loyalty/image and even sell their goods to people anytime and anywhere. 

Mintel research suggests...

"Some 42% of youths who own a smartphone say they have paid for apps on their smartphones, and the proportion almost doubles to 82% for downloading free apps on their phones." (Teens' and Tweens' Technology Usage- UK- November 2011)

"According to Ofcom, 41% of smartphone users claim to be addicted to their mobile phone, whilst the same proportion of 16-24-year-olds say their smartphone is the device they would miss the most." (Smartphone Purchasing Habits-UK-November 2012)

"Mobile applications become more than a self-contained activity (eg a game), and more than a portal to a pre-existing web-based service (eg a social network application), but instead a supplementary offering interacting with and enhancing a separate media source." (Mobile Phone Apps-UK- June 2012)

However, despite the rise in smart phone and table ownership among a similar age group that might be interested in the music awards its not all of them have adopted a smart phone app. Are the benefits less significant to these types of events then to other types of organisations?

MTV EMA (Free) App...

Features;

• Vote anytime- anywhere
• Latest breaking updates and hottest photos
• The MegaFan Game
• Chat with fellow music fans around the world
• BUZZ map- to check lates Facebook and Twitter posts

American Music Awards (Free) App...

Features...

• Real-Time updates
• Live feed from the Coca-Cola Red Carpet!
• Exclusive fashion photos
• Celebrity interviews
• Connect with the AMAs on Facebook, Twitter, Instagram and YouTube

So why haven't all the major music awards adopted a mobile app? 

I personally feel an app is something you download because you will access it on a regular basis. And these events occurring once a year don't demand all year round attention. So is there a need for a 'temporary' app? Especially one that will require re-vamping each year? 

As to be expected their Facebook and Twitter profiles, although active all year round, are much more 'alive' around the time of the event. Which is probably reflected in the traffic to these sites. Knowing the Billboards, Grammy's or The BRITs are approach is definitely what prompted me to seek them out on social media...What about you?

Rihanna Breaks Billboard Record With "Stay"

Rihanna is one of the most talked about celebrities today, and most liked celebrity on Facebook today. So it's no wonder she is breaking music award records. Check out the link below for more details on her achievement for next months Billboard Awards in Las Vegas...

Rihanna Breaks Billboard Record With "Stay"

Music Awards developed for GENERATION Y!

Music Awards and events can no longer be simple! They have to be ‘remarkable,’ ‘extravagant’ and ‘extraordinary’ in their content, entertainment and technical ability to feed our hunger for sensory overload. We are Generation Y!

Gen Y “are people born between 1977 and 1997. They personify multitasking: using the TV, DVD player, stereo, and the internet all while calling friends on their mobile,” (Sonder, 2004).

So we have already touched on how digital technologies make it easy for music events to market themselves, distribute news and exclusive footage and engage with their audience more personally. As well as this online ticketing and registration has become ‘standard’ making it a convenient and easily administrative process both for attendees and organisers. But technology goes way beyond the internet and computer systems. Technology has enabled the Music Awards to push the boundaries creatively, crafting jaw dropping performances, and aid in the accuracy needed to build, programme and broadcast the events. . “Just as the music, motion picture, theatre and television industries have enhanced their presentations, our industry is moving towards highly produced events,” (Sonder, 2004).

Visual presentation technology

Visuals at music events are crucial in establishing the WOW factor. You want the audience to resist even blinking in case they miss something. IMAG (image magnification) is now at most large scale events where footage from the stage is projected onto a large screen making the audience ‘in the gods’ still feel close to the action. There are much advancement in types of projectors for video and imagery used at special events from CRT projectors, video/data projectors, LCD projectors and digital light procession projectors. All are used for different reasons and effects.

A wonderful demonstration of the power of artists but also the use of technology to create that “WOW” factor as well as to support and enhance the amazing talent of Beyoncé…

Audio systems

Special events, like Music Awards, require audio systems both to amplify the human voice as well as the sounds of musical instruments and recordings. For speech there are 4 main types of microphones; wireless handheld, wireless lavalier, wired lectern, and wired handheld. Distributed system of speakers in generally used, which “consists of multiple smaller speakers that amplify mid-range voice frequencies,” (Matthews, 2008).

With the variations in frequency, pitch, and volume in music performances a different audio system much be used to provide a clear and audible sound to the entire audience. The speakers used much also be able to amplify frequencies from the entire spectrum too. The placement of the speakers also proves critical to quality for example; “speakers that amplify the middle and high frequencies are better placed as high above the audience as possible in order to avoid reflection, absorption and diffraction of the high-frequencies,” (Matthews, 2008). In addition, there is also a full monitor system that must be balanced and equalized for all musicians so that each can hear exactly what they are meant to. It’s no wonder sound checks are so lengthy in prep for events!

Lighting systems

Lighting isn’t just used simple for visibility. No. It’s used to help purposefully transform the event space into a new, exciting and unique environment. A wide array of lighting has been developed with different capabilities to interact among the TV, movie, theatre and special event industries. Main categories include: spotlights, floodlights, projectors, automated fixtures, and specialty lighting.

As well at the creative advantages of advancements in LED lighting there are also many safety and efficiency benefits too.

Broadcasting and Webcasting

Technologies now allow us to not just broadcast live via the TV but also now via the internet, providing access to more potential attendee and viewers. Once the recording equipment has captured the event for the audience “there is special equipment to encode the provided signal into the chosen format and other necessary equipment that the end user must have in order to decode that signal back into the audio and video that they are interested in receiving,” (Sondor, 2004). The good thing is that the end user only needs a computer and Internet connection, to acquire the necessary decoding software at no cost.

Videoconferencing has also enabled the music awards to give award winners there acceptance speech without them physically being there.

There is obviously much more to technology and how it has developed to evolve the world of special events. The décor, camera footage and infrastructure of music events have also got more and more lavish over the years, including staging, rigging, tenting etc. Computer systems and databases are also used to aid in timing and accuracy of the event operations to avoid human error. 

If you interested in event production…

Books:

Sonder, M. (2004). Events Entertainment and Production

Matthews, D. (2008). Special Event Production

NME Case Study-Check this out!

This is a great example of how successful sponsorship's can be. Looking at how they evolved and how effective it all was for the industry. Have a look, see what you think? Did you think these were a good match? 

http://www.ipcadvertising.com/resource/apzbx255hezr9cmlcfm1wf6a.pdf

Demonstrating the success of sponsorship; NME and Shockwaves 

Sponsorship goes beyond MONEY...

In 2006, the O2 spent an estimated £2m on music sponsorship and reportedly increased its funding by a further £7m as it reopened the O2.

"Certain brands just want their logo on events, but we do as much as we can to enhance the music experience," says O2's Samuels.

"Many sponsors see their involvement as a two-way partnership ... adding value to an event by providing cold beer, offering priority tickets, promoting new talent and opening up music to a wider audience."

Music events and Sponsorship, how do they work?

Previous studies have shown that, sponsorship's' music event sponsor and event congruence influence attitude towards the sponsor, brand awareness and purchasing intentions (Grohs et al, 2004 ; Gwinner and Eaton, 1999; Speed and Thomson, 2000).

Therefore, for the two businesses (music events and potential sponsors) to be successful and have a positive impact on one another, the similarity between the two is extremely important and McDaniel (1999) stated;

“Sponsor and event fit can support the brand to reach its target market and instigate the effective associations"

Therefore, sponsors should seriously consider if their brand image is relevant and connects to the event in question for them to achieve an effective promotion of their products. Along with the research conducted by the authours of “Sponsorship in music festivals can influence the beliefs of the participants” results showed that fan involvement encouraged both the attitude toward towards the event, sponsors and their purchasing intentions, concluding that highly involved fans are increasingly more likely to buy the products and think positively of the music event. This research was also supported by Previous studies resulting in similar results (Alexandris et al, 2007; Bennett, 1999 ; D’Astous and Bitz, 1995; Dees et al, 2008; Fisher and Wakefield, 1998; Meenaghan, 2001; Schurr et al, 1988; Smith et al, 2008; Wann and Branscombe, 1993). “Fans can share the same values as supporters of a team or an event and this strengthens the feeling of unity among them (Wann & Branscombe, 1995).”

"Thus, an indiviudal who is more involved in the event that he attends can comprehend the values of the event and associate these values to the sponsor of the event." (Meenaghan, 2001)

So, over all, research has proven that yea, highly involved fans, who attend more music events and with like-minded business' going into partnerships (eg; NASS and Relentless) fans are more willing to spend more on tickets and products, and not only this but they will also remain loyal to the companies in 'question'. (Smith, et al, 2008)

Partners in business

So, the music awards! Why the big hype and how are they still successful? I mean the exclusivity has almost completely vanished due to the impacts of technology, and music artists are on every billboard, incorporating their music and ‘talents’ into other businesses; sports, marketing, clothing, drinks. Yet, the music award industry still remains strong and its’ developing every day to keep viewers and artists on their toes, intrigued and counting the days until the next event. Now, let me tell you why…

Can celebrities take on the brand marketer's role?

(Beyonce is collaborating with PepsiCo in a preorted £33m deal that includes a fund to support her own creative products which may not be related to the drinks brand.)

Sponsorship! Now, Sponsorship is nothing new, we have always heard of major sponsorship deals. Clothing designers have sponsored artists and even for new and up and coming acts it is quite simple to obtain free clothes from certain labels. It’s a simple process businesses pay celebrities to advertise products to as many people as possible.  Lately though, sponsors have realised artists are more and more expanding the strength of their brand and offering more deals for artists whether they are on tour or not.

And it’s through online developments and technology expansion, that people may not be willing or have to pay for music! Therefore artists will (and already are) looking into other revenue streams to support their development, and if recording companies are in as much trouble as they say they are, they does this mean that  fewer music artists will be signed so will new creativity be ignored?

Celebrity endorsements can be as much about targeting a specific fan base as they are about publicising the liquid in the bottle. Star power may be just the right thing to draw attention to both a category and a brand.

Popular Music Awards and the audience they attract, along with music industry lovers, are about 16-30 years old and likely to be drawn into many commercial TV shows, events and news. We are all now so fascinated by the 'celeb lifestyle' and hungry for reality TV. Music Award shows are so highly publicised due to the celebrity and media attention that we all want to 'be there' any way we can to be up to date with the latest hot gossip from the events. 

Vivienne for the BRITS. Most successful yet?

The Winners Trophy...

So, the Brits’ trophy you say, revamped every year since the changes made for 2011. Firstly the blank canvas was redesigned by the magnificent Dame Vivienne Westwood, then by Sir Peter Blake, legendary pop artist and most recently by the weird and wonderful Damien Hirst. The idea of the re designing of the trophy was so that in the following years other major British designers will follow suit as the statuette was reinvented each year. Assisting with the BRITs having committed to working with the most innovative and original artists – those who help to inspire the British creatives’ of the future.

It was joked that since suspending each individual statuette in a tank of formaldehyde was likely to be impractical, and encrusting it with diamonds – like Hirst’s £100 million skull – was prohibitively expensive, perhaps he'd resort to his famous multi-coloured dots design.

And surprise surprise the new statuette – the third now since the music awards organisers decided to turn the design over to a different British artist each year – is simply the old one wrapped in a sheet of Hirst’s polka-dot wallpaper.

The design that is Hirsts’ trademark makes the statuette less of a coup for the Brits and more a trophy for Hirst. A few people ranted that “of course we want to see something of his particular style in it – but that doesn't mean recycling an existing work.”

Ok, ok so yes the association alone with Hirst benefits the awards greatly whether he designs anything new or not, but in that case all the organisers really needed from him was permission to use his famous coloured dots, since they could have come up with that idea just as quickly.  This just shows the impact of the effects of partners in business,in the end, beauty is in the eye of the Brit of the beholder. And, so far, the Brits have how successful partnerships can be! 

So, any prediction on who may be set the task of designing ‘a one off’ next?...

The BRITS

So, The Brit awards, renowned to be the glitziest event in the UK music industry calendar. And maybe one of the most talked about (and yes maybe a little criticised events) took one comment to heart, in 2010 when they were accused of being “an outdated relic”. And so, that’s when it began, one of the biggest revamps to take place in the history of the Brits.

So, the changes – included a new venue, a new award designed a British icon, a greater focus on the album of the year, the scrapping of the outstanding contribution to music award and changes to the voting academy –

David Joseph, the CEO of Universal Music UK and the new Brits chairman, told the Guardian...

“This will transform the awards”

"I want to see more music, I desperately want more gravitas – I want it to be fundamentally about music," he said. "It has been great ... but I'm trying not to look too much at the past."

The venue was announced to be moving from Earls Court, “where the show had been held for the past 11 years,) to the O2 Arena – a switch that will make a huge difference, said Joseph.

Of which is where the Government said they were set for a substantial windfall after the O2 posted record ticket sales of £60.3 million and celebrated its third year in a row as the world's most popular music venue. (Dec 2010)

The classic, iconic Britannia trophy also got a revamped. Vivienne Westwood set out her creative talents upon the ‘blank canvas ’. The 2012 trophy was designed by legendary pop artist Sir Peter Blake. And the latest one by Damien Hirst (…we will come back to that)

But finally, MasterCard, their headline sponsor, the business has successfully sponsored The BRIT Awards for 15 years. This record-breaking partnership is largely down to the way MasterCard's sponsorship has been so successfully leveraged. Their responsibilities have included a vast range from designing and developing digital campaigns in the run-up to the evening, to organising suite branding and concession branding on the night not to mention that they run the sponsor's after-show party, and arrange for a popular celebrity to present The MasterCard Album of the Year Award, all included in the accomplishment that now is The Brit Awards.  

“We branded all the concessions stands, highlighting MasterCard's contactless technology with the line, 'Good things come to those that don't wait'. We also dressed suites in MasterCard collateral to maximise the brand's reach on the night.” (http://www.biggroup.co.uk/brit-awards.html)

However, 2011 they were to be accompanied by another sponsor- the Brits had a digital sponsor for the first time: iTunes, which will sponsor the single of the year award along with Capital radio. So, technology who have had a HUGE impact on music sales and the industry all together, have joined forces to celebrate the musicians who lose out in profit because of illegal downloads and the extremely cost affective iTunes store. Could this be right? Well so far, it’s been a success and the audience and the artists have taken kindly to the new developments within the event. Perhaps with the two forces joining together has helped encouraged audience to download music legally with the successful iTunes.

Technology Take-over

This is absolutely awesome! MUST SEE VIDEO! Traditional and modern combine at the orchestra, can you believe it! The take over of technology, the future of music events? 

HAPPY RECORD STORE DAY 2013

TODAY is 'Record Store Day' so go out there and support you local record store...

"This is the one day thay all of the independently owned record stores come together with artists to celebrate the art of music. Special vinyl and CD releases and varisous promotional products are made exclusively for the day and hundreds of artist across the globe make special appearances and performances."

Find out more at: www.recordstoreday.co.uk

List of record stores in London:

• Rough Trade
• Haggle Vinyl
• Sound of the Universe
• Phonica Records
• BM Soho

Did you know...

• Large scale live music events in the UK contribute almost £1bn a year to the UK economy, a major industry survey of festivals and concerts suggests.

•  At least 7.7 million visits to events in 2009 resulted in £1.4bn being spent, equivalent to a positive contribution to the economy of £864m, UK Music said.

•  This expenditure sustained the equivalent of 19,700 jobs, it added.

• One fifth of the total spend came from overseas tourists, who spend 25% more than non-music tourists

Do comedian's make the best hosts?

Its just been announced that actor-comedian Tracy Morgan is set to host this years 2013 Billboard Music Awards in Las Vegas next Month. Something he says...

"I'm honored to be a part of one of music's biggest nights."

Read more;

 http://www.upi.com/Entertainment_News/TV/2013/04/18/Tracy-Morgan-to-host-Billboard-Music-Awards-in-Las-Vegas/UPI-65031366289122/#ixzz2QuQSlOAW

Many comedians over the years have taken centre stage to host some of the world biggest and most publicised music awards. But it hasn't always been 'all fun and games' as you'd expect. British comedian, Russel Brand, presented the MTV Video Music awards in 2008, and caused some upset with his controversial and blunt humour. Despite this he was invited back to the states the following year host the 2009 Award show. US comic, Kevin Hart too got his go at host of the MTV Video Music Awards last year and was also questioned about his 'on the edge' jokes regarding the 'Drake and Chris Brown brawl' and the 'Kristen Stewart affair.'

The BRITs took a less risky approach and chose the lovable, incredibly British comedian James Corden to host in both 2012 and 2013. Poor Corden was criticised for cutting off the British music industry's finest, Adele, during her acceptance speech but in his defense he was put in a very difficult position as host trying to keep to the tight LIVE schedule of the show. 

In my opinion comedians are great hosts. They keep us entertained, make us laugh and definitely keep us 'on the edge of our seats.' They add character and humour and shouldn't be taken as seriously as they have in the past.

However, everyone and everything that takes place during these hugely anticipated and publicised events are open to criticism, and we all know much easier it seems to be for journalists to pin-point the flaws. And in entertainment, as long as people are talking, any news seems to be good news right? 

How well do you think Tracy Morgan will to at this years Billboards?