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O Music Awards Attempting to Break Jay-Z’s Touring Record

Jeff Zelevansky, Getty Images

This year’s O Music Awards will try to something daring and, if everything goes well, pursue a record-breaking accomplishment. The event, which honors music innovators in digital media, is planning to break Jay-Z‘s Guinness World Record for “Most Live Concerts in 24 Hours.”

The O Music Awards will pick a nominated band to embark on a tour through the Mississippi Delta and try to crush Jay-Z’s 2006 record where he performed eight shows in eight cities in 17 hours.

The chosen band for this journey will kick off their tour in Memphis and wrap it up in New Orleans. Viewers at home will be able to watch the entire trek on the Internet and interact with them via social media.

Fans can vote for their favorite band and nominees now via The winning band, as well as the entire list of nominees and performers, will be revealed on May 23.

“We started O Music Awards as an experiment and it keeps gaining momentum as an incubator for experimenting with interactive storytelling across multiple platforms,” said Dermot McCormack, executive vice president of Viacom Music & Logo Group. “We also have some fun, give out awards and break a few records.”

Previous O Music Award recipients have included Kanye West (Best Tweet), Spotify (Most Addictive Social Music Service) and Nirvana (Best Vintage Viral Video), with past performances from Robyn and Mumford & Sons.

The third annual O Music Awards will stream online for 24 hours beginning on June 27.

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