MTV announces second O Music Awards of 2011

In order to reflect just how fast the online world changes tastes in the U.S., MTV has announced that they will have a second O Music Awards show on Oct. 31 that celebrates digital music and social media.

MTV made the announcement today and has already launched a site where fans can vote on categories like Best Artist with a Camera phone, Best Music App and Must Follow Artist on Twitter.

Shannon Connolly, vice president of digital music strategy for MTV, told The Hollywood Reporter that the show is for music fans, who even created five of the award categories. Conolly teased that there will be more opportunities for fan-input, adding, “What was really exciting from a production standpoint, was bringing the fans into the creative of the show. How we're gonna do that, I can't tell you exactly yet.”

Dove, Trojan and L'Oreal will sponsor the show, which is relatively cheap to produce and easy to plan, but generates a large audience. According to The Associated Press, the first OMAs received 3 million votes and was shown exclusively online. This time, the show will air on MTV.

While a few artists have agreed to appear live or through a taped segment, none were announced at this time.