The founders of the Shortlist Music Awards, to be announced Tuesday night at the Henry Fonda Theatre in Hollywood, know what they're up against in the vastly overcrowded awards-show field, but they are optimistic that they can be noticed.
It helps that they have a relatively modest goal. They're not out to top the ratings of the MTV Video Music Awards or other televised awards specials; they just want to let fans know about records that probably won't be honored at all those other ceremonies.
"In everything we do, we try to think about that consumer for whom art directs their lifestyle," says Greg Spotts, an entertainment marketing consultant who started the Shortlist Awards last year with Tom Sarig, vice president of artists and repertoire for MCA Records. "A lot of those people want to stay up to date, but they're busy people. So we thought, 'Let's give them a crib sheet of some good new stuff.' "
Last year the Shortlist winner was "Agaetis Byrjun" by Icelandic pop group Sigur Ros. This year's 10 finalists are the latest albums from Aphex Twin, Bjork, Cee-Lo, DJ Shadow, the Doves, N.E.R.D., the Avalanches, the Flaming Lips, the Hives and Zero 7.