New country artist Lisa Sheppard has become the first 2010 recipient of the 2009/2010 Country Music Broadcasting Official Video Awards for her video and single "One Track Mind". Lisa has become the seventh country artist awarded to date as the industry sponsored awards continue to their inaugural presentation ceremony in late 2010.

In the judges review of Lisa's video, Lisa received an Achievement in Performance ribbon for a video that the judges described as "Powerful in performance, powerfully sung with strong vocals, and a straight-shooting lyric that when all's put together leaves the viewer knowing they have just witnessed what genuine country music can offer".

Lisa is just one of the new generation of country artists that have been acknowledged in the CMB Awards to date along with existing country stalwarts such as Joe Nichols. Other award winners include Jay Hollis for his video "One More Day", young Australian singer/songwriter Katrina Burgoyne for her live performance of her original ballad "Jessica" and seasoned musical veteran Dave Cawthorn for his co-written song (with Terry Martin) "When Will It Rain".

The CMB Official Video Awards were implemented to acknowledge the importance of the internet to the country industry in sharing the genre with country music fans world-wide. With the likes of YouTube, Facebook, MySpace and other social networking websites all offering the opportunity for fans and artists to share and watch video clips, there was seen by CMB a need to acknowledge, affirm and encourage the use of this modern medium. Online video watching is becoming increasingly popular in the same way that MP3 music downloads have taken the music industry by storm and in many ways changed the way in which artists and industry distribute music.

Rising star and respected country artist Jay Hollis said he was "deeply honoured" to receive 3 CMB ribbon awards for his debut video clip "One More Day". With the clip not only available for TV broadcast but online via his website (www.jayhollismusic.com)and also YouTube, the video was considered by the CMB judging panel and its review includes that "The settings reflect the true country feel of this song, with excellent filming and an assembled cast of fellow country musicians that help create the feel that the viewer is part of a living, personally involving filmclip".

During the course of 2010 the CMB Judging Committee will continue to actively search out video clips on the internet for consideration for inclusion in the awards. At the end of 2010 overall category winners will be selected and officially recognised at a live broadcast ceremony that will also be shown online at the Country Music Broadcasting Website.

As part of CMB's committment to supporting up-and-coming country artists, they assist performers with a wide range of subsidised production services. This includes full music video production such as the clip below by country music artist Ruby Rose Taylor, or the more traditional on-location approach taken in Dave C. Cawthorn's "When Will It Rain?" filmclip. In the digital era, country music artists require more than just demo sound recordings.

The "demo" music video clip has become an important promotional tool and a means of reaching thousands of country music fans worldwide via services such as YouTube®, MySpace®, Facebook® and many other internet based video sharing or social networking websites.