Selena Gomez , Karmin and 30 Seconds to Mars are already big O Music Awards winners as the 24-hour-long show rolls on with the Flaming Lips en route to breaking the Guinness World Record for the most concerts performed in multiple cities in a day.
Gomez took home the prize for Best Artist with a Cameraphone. The singer and actress is an avid Twitter and Facebook user and keeps her fans updated on what is going on in her day-to-day life with pictures she posts to the social-media sites, making her a natural for the prize.
Karmin, the pop duo made up of engaged couple Amy Heidemann and Louis Noonan, snagged the prize for Best Web-Born Artist after having a banner year that saw the group's single "Heartbroken" become a major success on the dance charts and their third EP and major-label debut open in the top 20 in May. The duo's rise to mainstream success began online after YouTube videos of their covers of Chris Brown's "Look at Me Now" and Nicki Minaj's "Super Bass" went viral and amassed millions of page views.
Other big winners so far have included 30 Seconds to Mars, who took the prize for Best Online Concert Experience, and Best Protest Song winner Robert Wilkerson.
As the awards continue to be passed out — 24 in all, one for each hour of the show — the Flaming Lips continue their quest for the history books. So far, they've been joined onstage by Grace Potter, Neon Indian and Jackson Browne for five completed concerts (with three more to go) as they travel through the American South, on a route that began in Memphis, Tennessee, on Wednesday night and concludes later this evening in New Orleans.
You can follow the Lips and watch the awards get passed out by visiting the O Music Awards official site, which is live-streaming the event as all the fun and craziness continues.