Commentary: Popular culture, ‘Hammer drawers’ bring Justin Bieber to American Music Awards fame
Published: Monday, November 19, 2012
Updated: Monday, November 19, 2012 20:11
Allow me to preface this commentary by stating that I absolutely love music. I do. What I don’t love is popular culture. It makes no sense to me.
And popular culture is the American Music Awards. Nominees are chosen by careful tabulation of record sales, airplay, video views, social media and streaming stuff.
The public then votes on finalists, and the winners get a shiny new trophy for their mantle.
Of the 20 categories only 13 were televised, and Rihanna and Nicki Minaj shined the brightest with four nominations each, followed by Drake, Maroon 5 and Justin Bieber with three each. A new category, Favorite Electronic Dance Music Artist, debuted this year with David Guetta taking the win.
Bieber cleaned house, winning each of his nominations, and Minaj took home two trophies for Favorite Rap/Hip-Hop Artist and Favorite Rap/Hip-Hop Album. Rihanna only won once, for Favorite Soul/R&B Album. Maroon 5 also won once, for Favorite Pop/Rock Band, Duo or Group. Drake was snubbed by voters, walking away without an award.
Perhaps the biggest snub came from the ceremony itself, though. Of the seven categories not televised, five were won by women. Katy Perry, Rihanna, Shakira, Adele and Beyonce all took home an award that didn’t make the live show, along with the categories of Favorite Contemporary Inspirational Artist and Favorite Pop/Rock Band, Duo or Group.
This year’s most popular artist, winning Artist of the Year, was Justin Bieber.
And while the award further confirmed his monstrous following, the Biebs proved he’s a follower as well — in fashion at least.
He sang and danced, incessantly grabbing the sag of his parachute pants — or as I call them “Hammer drawers.” That’s right, MC Hammer pants. They’re back. It wasn’t a good idea in the late ’80s and it isn’t a good idea now.
And the Hammer drawers were all over this year’s awards. The Biebs wore at least a couple pairs, Usher sported some during his opening medley and during the final performance, Korean Internet sensation PSY performed a mash-up with, you guessed it, MC Hammer. They sported the crotch droop drawers, but PSY won the saggy crotch saga.
That’s right, Hammer got out-hammered in the saggy pants department, clearly making PSY this year’s “Oh no, what are they wearing” winner. Hammer takes runner-up, with the Biebs and Usher getting honorable mentions, although one could argue Bieber ranked second for his “hands-on” approach to the droop.
Sure, the awards show also had elaborate live and lip-synced performances as well as several wig changes by Minaj, but none of that really matters. It’s all about fashion at the popular culture awards. And Hammer drawers stole the show at the 2012 AMAs.