Although Coldplay's third album garnered largely enthusiastic reviews, it received few plaudits for innovation. But when it came to promoting the album, the band's record company, EMI, was lauded for its digital innovation last night at a ceremony reflecting the increasing interdependence between music and the internet.
The BT Digital Music Awards, in its fourth year, has grown in stature as record labels have recognised the importance of the internet in breaking new bands and promoting releases from established acts.
Last night's ceremony covered both ends of the spectrum, featuring a performance from newcomers the Magic Numbers, who won the "soundtrack of 2005" prize for Love Me Like You, and rewarding a number of established acts for their forward-looking use of the internet.
With the results jointly decided by a panel of judges and more than 500,000 online votes, Coldplay.com won the people's choice award for the best official website and the best digital marketing campaign for their latest album, X&Y. The band also won the award for best digital music community for Coldplayer.com, an interactive radio station featuring some of their favourite songs from other artists.
Damon Albarn's virtual cartoon creation, Gorillaz, also signed to EMI, received the best artist and best dance artist awards. Fronted by a gang of animated characters, the group has always largely promoted itself through the web.
The prize for the best unofficial site went to Depechemode.tv, a fansite reflecting the enduring popularity of the band fronted by David Gahan.
Robbie Williams got the best digital promotion award for his greatest hits collection, and U2 won best single for Vertigo.
Apple's iTunes was named the best digital music store, but rival download site Napster won the innovation award for its newly launched Napster-to-Go service, which allows subscribers to transfer any song from its catalogue to their digital player for a monthly fee.
Natasha Bedingfield won the best use of mobile award for broadcasting a live performance to phone handsets, and the website LiveGigsOnline.com. won the best use of broadband prize.
With the mainstream adoption of digital music players such as the iPod, millions of songs are being sold online. Recent figures from the International Federation of the Phonographic Industry showed that digital sales had tripled in the first half of 2005 as those of CDs continued to fall. Labels are embracing a new wave of acts who have built their fanbases through online communities.
The award ceremony will be broadcast on Channel 4 tonight.
