The MTV Video Music Awards (VMAs) have been a staple in the music industry for decades, and despite the shifting media landscape and evolving entertainment preferences, the VMAs continue to hold significant relevance, even if the channel doesn’t show music videos anymore. Here’s why the MTV VMAs still matter in today’s ever-changing world:
Showcase of Emerging Talent
One of the primary reasons the VMAs remain crucial is their role in showcasing emerging talent. The awards ceremony often highlights up-and-coming artists who might not yet have a widespread following but have made waves with their innovative music videos or performances. This exposure can be a game-changer for new artists, providing them with a platform to reach larger audiences and kickstart their careers. By shining a spotlight on fresh talent like Chappell Roan, Gracie Abrams, Benson Boone and Teddy Swims the VMAs play a vital role in shaping the future of music.
Cultural Impact
The VMAs are more than just an awards show; they’re a cultural event that often reflects and influences broader trends in music, fashion, and entertainment. The ceremony’s red carpet is known for its bold and trendsetting fashion statements, while the performances frequently push boundaries and set new standards. By mirroring and shaping cultural trends, the VMAs help define the zeitgeist of each year, making them a significant cultural touchstone. These are what Instagram moments were made for.
Iconic Performances
The VMAs have a long history of memorable and groundbreaking performances that captivate audiences and generate buzz. From Madonna’s provocative performances in the ’80s to Beyoncé’s unforgettable halftime show in 2016, the VMAs are known for delivering moments that become iconic in the music industry. These performances not only entertain but also often become cultural phenomena, remembered and talked about long after the event. In 2024, Eminem, Sabrina Carpenter, Megan Thee Stallion, Chappell Roan, Benson Boone, Camila Cabello, Shawn Mendes, Lenny Kravitz, Halsey, Katy Perry all performed in front of their fans.
Celebration of Diversity
In an industry that continues to evolve towards greater inclusivity, the VMAs are at the forefront of celebrating diversity. The awards show honors a wide range of genres, artists, and cultural backgrounds, reflecting the rich tapestry of the global music scene. By acknowledging and awarding artists from various genres and communities, the VMAs highlight the importance of representation and inclusivity within the music industry. Le Sserafim – “Easy” won the Push Performance of the Year, Anitta – “Mil Veces” won Best Latin video, Tyla – “Water” took home Best Afrobeats video, Lisa – “Rockstar” won Best K-Pop video and Seventeen won Best Group.
Fan Engagement
The VMAs are unique in their approach to fan engagement. With interactive voting and fan-driven categories, the awards show allows fans to have a direct impact on the outcome. This level of involvement creates a deeper connection between the artists and their supporters, making the VMAs not just an industry event but a fan-centric celebration. By incorporating fan input, the VMAs ensure that the show remains relevant and resonates with audiences. Forget that Gen Z aren’t watching cable, it’s social media, and this is where one study recognized roughly three in five Gen Z (63%) say they turn to social media at least once a week for news, a much higher share than traditional distribution methods like broadcast news (27%) or cable news (30%).
In conclusion, the MTV VMAs continue to matter because they serve as a platform for emerging talent, influence cultural trends, deliver unforgettable performances, celebrate diversity, and engage fans in meaningful ways. As long as the music industry evolves, the VMAs will remain a significant and vibrant part of the entertainment landscape, celebrating the artistry and impact of music in all its forms.
