OMG!! The MuchMusic Video Awards air Sunday night beginning at 9 p.m. on–where else?–MuchMusic. This seems way past the bedtimes of the Bieber fans now targeted for this ‘tweenie bopper music industry salute. The Jonas Brothers hosted last year and Disney teen (and Justin Bieber sitter) Selena Gomez hosts tonight; next year it could be that 10-year-old who sang on America’s Got Talent.
I interviewed Gomez several weeks ago in advance of the awards, you can read that story here at The Texas teen, who turns 19 next month, is already a showbiz veteran having literally grown up on Barney & Friends and later on her own Disney comedy Wizards of Waverly Place. There was a bit of a media freak out when she popped into an LA hospital last week following an appearance on The Tonight Show. (Can’t blame the kid; I sometimes feel sick just watching The Tonight Show.)
Gomez has her own band (Selena Gomez and The Scene) and will come up sell as many iTune downloads as parents can afford and that’s basically what this marketing hype machine is all about.
Other kid-appeal acts scheduled to make the scene at the old CHUM/City building on Queen Street West are stars from Degrassi and Vampire Diaries, although Colin Farrell (in town shooting Total Recall) and Snoop Dogg are also scheduled to present/perform so parents maybe should wait in the car and be ready to grab their kids back as soon as this thing blows over. Karl Wolf, The Midway State (who rocked the recent CBC upfront), Foster the People, Foster The Hewitt, Alyssa Reid, Danny Fernandes and David Guetta are also set to perform.

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