MusicDish e-Journal - February 25, 2018
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Independent Starlets Twinkle At The Austrian Music Awards 2010
The final leap towards the summit of Austrian popular music is being honored at the Austrian Amadeus Music Awards
By Dom Kamper
(more articles from this author)
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When is the right time to consider an artist an established act of popular music in Austria? Is it about sales figures of one release, gigs in packed venues on the international scene or confirmation of artistic and exposure-oriented performances, tried and tested by what users have voiced via online votes?

In fact, the final leap towards the summit of Austrian popular music is about receiving honors at the Austrian Amadeus Music Awards. The awards, established in the year 2000 to highlight Austrian music, will take place on 16 September 2010 in Vienna and sports both variety of genres and audience participation through online voting; an expert jury picks the genre runner-ups in 8 genres. 5 acts each are nominated in the categories of Alternative, Electronica/Dance, Rock/Pop, Hard & Heavy, Hip Hop/R'n'B, Jazz/World/Blues, MOR and Alpine folk music. These 5 acts consist of a bestseller according to sales figures provided by media control Austria and 4 genre-specific acts picked by the jury. Moreover, awards for Album of the Year, Song of the Year and the Lifetime Awards are up for grabs. Additionally, a national radio station sponsors the Awards for Artistic Achievements in the respective genre.

This is the first time the audience gets a chance to actively participate in the awards via an Android App available for all national mobile carrier networks, designed by the biggest Austrian mobile carrier. Initially, the Internet voting was scheduled for mid-July to late-August 2010; however, strong demands led to extending the schedule to the first week of September. Further, acts were provided with HTML code for implementation on band websites or MySpace to promote their nomination and mobilize visitors.

Besides national stars of the music business, like Udo Jürgens or Falco, who passed in 1996, nominees in 2010 include an astonishingly large number of unsigned or independent acts for the categories of Song of the Year or Best Album.

The awards show about the luminaries of the Austrian pop music scene will take place on Thursday, 16 September at Vienna Stadthalle. National TV station Puls4 will broadcast the event live. Says Markus Breitencker, the station's managing director: "I'm extremely happy that this year will see us broadcast the Amadeus Austrian Music Awards live on PULS 4 for the third time". MusicDish Edelweiss will also be reporting from the awards ceremony and will be witnessing potentially new independent starlets twinkling on the Austrian pop music skies.

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