And they're off! This year's O Music Awards have officially begun with a very ambitious and action-packed 24-hour live stream.
The digitally driven event that celebrates and honors artists, fans and innovators impacting digital-music culture will aim to help rockers the Flaming Lips break the Guinness World Record for the most concerts performed in multiple cities in a 24-hour time period.
This extra-special and possible record-breaking event will unfold via a historic bus ride through the Mississippi Delta, the birthplace of rock and roll. The Lips have just boarded their tricked-out bus, aptly named Endeavor, in Memphis and will be zigzagging across the region in attempt to break Jay-Z's Guinness World Record title for Most Live Concerts In 24 Hours (Multiple Cities) by hitting a total of eight cities to end in New Orleans.
The band will travel to each new location just as the opening band is finishing its set, where they'll perform a mini-set before moving on to the next location. The Lips will be joined by "Jackass" and "Wildboyz" star Chris Pontius, Jackson Browne, Neon Trees, Karmin, MNDR and a slew of additional artists.
Fans at home can watch the entire journey from any screen and, naturally, interact, influence and play a part in the voyage as the band heads toward the final destination. The O Music Awards will be broadcast on MTV, VH1 and CMT and live-stream at OMusicAwards.com.
The O Music Awards ceremony will give out 24 awards, one for each hour of the festival. Categories that artists are vying to win include Must Follow Artist on Twitter, Best Online Concert Experience, Most Adorable Viral Star, Fan Army FTW, Best Music App and Digital Genius Award.