Manila, Philippines – The pioneering local music channel in the Philippines MYX has once again run their music awards virtually this year, with the official hashtag and title, #MYXAwards2021.
The Myx Music Awards has been around since 2006, and just like all events during the pandemic, it saw the music brand pivoting its awards event to virtual in 2020. Due to its success last year, MYX once again celebrated Original Filipino Music or OPM virtually with #MYXAwards2021 which is in partnership with Twitter.
Right off the bat, Filipino music fans flocked to Twitter as the event unfolded on 7 August, tallying over 4.3 million tweets dedicated to the event for this year. According to Twitter Philippines, this was almost the same volume of tweets racked up last year.
Twitter said the conversation peaked at around 11 pm as everyone watched till the end of the event, which was streamed live across YouTube, Twitter, and Facebook, as well as on MYX’s own website and on kumu.
As expected, #MYXAwards2021 ruled Twitter trends on the event day as fans expressed their excitement and reactions as it happened. Twitter recorded the top 10 hashtags used by netizens including #bts, #sb19atmyxawards, #myxawards2021, #sb19, and #bgyoonmyxawards2021.
Fans hashtagged around local Filipino five-member boy band, SB19, the most as the group racked up the top awards by MYX such as ‘Music Video of The Year’ for its song ‘Alab’, including the award ‘Song of The Year’ for the same song. SB19 was also named overall ‘The Artist of The Year’.
Since 2018, Twitter releases a special emoji for the Myx Music Awards. Fans used the official hashtags #MYX, #MYXAwards, and #MYXAwards2021 as they showed their support to their favorite artists and to unlock the special emoji.
Aside from the special emoji, fans also utilized other emojis to express their sentiments. The most used emojis are the Purple heart, musical notes, the trophy emoji as well as the sparkle, and bawling emojis.
The most retweeted tweet of the night goes to BTS (@BTS_twt) for winning International Video of the Year for Dynamite, proving the Filipino ARMYs impassioned love for the group.
With this, the K-pop group emerged as the top mentioned celebrity during the event, followed by local music groups SB19, BGYO, Ben&Ben with part of the conversations during the night also centering around Ed Sheeran.
Carl Cheng, head of entertainment partnerships at Twitter for SEA & Greater China, commented, “Apart from the power of music, MYX Awards 2021 also showcased the power of conversations in hyping up the moment and keeping the excitement alive. The energy of music fans and communities here on Twitter is simply compelling, and we are equally excited to bring more of #WhatsHappening in entertainment closer to home using Twitter.”
Other awards by MYX included New Artist of The Year, Mellow Video of The Year, and Rock Video of The Year, among others.