m:idea Youth Choice Awards
Digital nostalgia was the theme of this year’s m:idea Youth Choice Awards (MYCA), which took place on the 17th of January 2014, to great success. Home Club, located in the heart of Singapore’s very-own nightlife district Clarke Quay, was abuzz with young people supporting their favorite stars and brands.
Organised by Singapore’s first and only youth-led media conglomerate, m:idea, MYCA was formed to empower the young by giving them the power to vote for their choice celebrities and franchises. Award categories ranged from the “Maestro Muse” award, which honors local music talents, to the “Ultimate Diet Destroyer”, for the most-loved dessert chains in Singapore.
Rising Youtube star, Joie Tan, took the stage to begin the night with a selection of songs including Mercy by Duffy and Valerie by Amy Winehouse. Joel Tan, also known by his stage name, Gentle Bones, followed with a medley of his own. The audience was then treated to a buffet of delicious food before being ushered into the Home Club for the main event.
Though attendance was disappointing for the brand awards, it was no loss for the audience as they saw the likes of Munah and Hirzi, Shu An, and The Sam Willows take the stage to receive their awards. Homegrown musicians such as Vanessa Faith and Stopgap put on a show for those present in-between the award presentations. Despite experiencing several technical difficulties, nothing could put a stop to the show for these local music talents.
Door gifts were avaialble for attendees and consisted of Nivea and Rexona products. Several lucky winners even received skincare beauty hampers, travel vouchers, as well as teeth whitening packages in the lucky draws that took place throughout the night.
Organised by the youth for the youth, the success of MYCA is a testament to the fact that the young in Singapore are socially-aware and supportive of their local culture, something that many in this country unfortunately still prefer to debate. The slogan of MYCA, “Game On” was inspired by a quote from Helen Keller; “Life is either a great adventure or nothing”. MYCA had proved itself to be one event which will ensure that the youth-scene in Singapore is dynamic, vibrant and a great adventure for all.
Text by: Nishanthini Ganesan
*Images courtesy of m:idea Youth Choice Awards
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