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AMERICAN MUSIC AWARDS (article first published : 2003-01-7)

Showman Dick Clark created the American Music Awards (AMA) in 1973 as an alternative to the Grammy Awards to honour achievements in popular music and the recording business. And this year they will mark their 30th anniversary with legends of the music industry The Osbournes, considered to be the “First Family of Rock 'n' Roll”. The 30th annual American Music Awards will air on M-Net on January 17 at 20h00.

The Osbournes became a cultural touchstone last spring when their Emmy Award-winning reality sitcom premiered on MTV, earning the network its highest ratings ever. The appeal of the Osbournes (Ozzy, Sharon and their offspring Kelly and Jack) centres on the closeness of the family and the real-life dramas that take place in their lovingly chaotic Beverly Hills Estate. The Osbournes' popularity led to Kelly's burgeoning music career and the upcoming release of her debut CD, Shut Up.

Viewers can be sure of a show that will rock their worlds. The awards salute the entire spectrum of music. From country-western stars (including Crystal Gayle and Clint Black) to Soul singers (such as James Brown and Gladys Knight), as well as hard rock (Guns n' Roses, Poison, Bon Jovi), rap (Hammer, Will Smith, Snoop Doggy Dog) and traditional (Bing Crosby, Ella Fitzgerald).

The first of the pyramid-shaped, crystal trophies went to singer Roberta Flack back in 1973, and since then more than 30 awards have been given out each year, based on a poll of 20,000 record buyers. So it is basically a popularity contest. With 17 awards, singer Kenny Rogers has won the most AMA's overall. Fans will also have the opportunity to vote for the "Internet Artist of the Year" by logging onto ww.americanmusicawards.com

The Awards attract the biggest names in the music business, who appear on stage as performers, presenters, recipients, and/or hosts. This show isn't really about awards so much as it is about musical performances (acceptance speeches are limited to 45 seconds).




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