The MTV Video Music Awards (VMAs) have long been a cultural phenomenon, but in recent years, they've struggled to maintain their relevance in the ever-evolving landscape of pop culture. With declining viewership and a perceived lack of excitement, the VMAs are at a crossroads. However, there's a compelling case to be made for their continued existence, especially in the current climate of diverse and disruptive entertainment. In this article, I'll delve into the reasons why the VMAs could still be relevant and how they can adapt to the modern era. I'll also offer my personal insights and commentary on the topic.
The VMAs' Golden Age
To understand the VMAs' current predicament, we must first revisit their heyday in the 1980s and 1990s. The VMAs were a cultural juggernaut, capitalizing on the rise of MTV and the power of music videos. They were the ultimate counterprogramming to the more staid and traditional Grammy Awards. The VMAs were known for their bold statements, controversial performances, and viral moments that captured the public's imagination. From Britney Spears' snake performance to Lady Gaga's meat dress, these iconic images became cultural touchstones, especially among younger audiences.
What made the VMAs so compelling was their ability to deliver raunchy, meme-worthy moments that the Grammys couldn't. The VMAs were engineered for pop culture, and they thrived on the excitement and surprise that came with them. In a time when monoculture dominated, the VMAs offered a refreshing and differentiated experience.
The Death of Monoculture and the Need for Surprise
Fast forward to the present day, and the entertainment landscape has changed dramatically. The death of monoculture has given rise to a more diverse and disruptive environment, where fans crave unique and unexpected experiences. The VMAs, with their history of bold statements and controversial performances, are well-positioned to tap into this desire for surprise and excitement.
The Oscars, for instance, have seen iconic moments like the Moonlight-La La Land Best Picture fiasco and The Slap, which became instantly iconic because they surprised and delighted audiences. Similarly, the VMAs can capitalize on this need for surprise by introducing new and unexpected performances and moments that capture the public's imagination.
The VMAs' Current Struggles
However, the VMAs have struggled in recent years, with declining viewership and a perceived lack of excitement. One of the main issues is the show's reliance on popular vote, which can lead to a lack of surprise and a sense of predictability. When the same artists keep taking home the hardware, it can become a bore for viewers, and the show loses its edge.
The Grammys, for instance, have begun to see more diversified winners as the Recording Academy has expanded its ranks. The VMAs, meanwhile, have been stuck in a rut, with the same artist (ahem, Taylor Swift) scoring the same big prize four times in six years. This has created the perception that other fandoms shouldn't bother mobilizing for their artists of choice, and the show loses its ability to surprise and delight.
A Step in the Right Direction
Last year's VMAs, however, were a step in the right direction. Ariana Grande was overdue for a Video of the Year win, and the producers introduced Katseye to a broader audience with their rendition of 'Gnarly.' Tate McRae's great performance even earned an Emmy nomination for its showstopping choreography. These moments showed that the VMAs can still deliver exciting and memorable performances that capture the public's imagination.
The Way Forward for the VMAs
If the VMAs want to keep growing, the producers will have to make sure the nominees are varied yet relevant, and the performances can live beyond the broadcast. The Grammys succeeded last year by giving Album of the Year to Bad Bunny, crowning one of the world's biggest artists and sending a major political message. The Oscars suddenly seemed bolder after awarding Everything Everywhere All at Once (or Parasite, or Anora...). Even the typically staid Tonys took a turn in the spotlight with Pink's epic opening number in June, in the same ceremony with an openly trans winner and just a few years after two Black nonbinary performers won.
When compared to the greater awards landscape, what holds the VMAs back is that the show seemingly has nothing important to say. Once known for bold statements, the VMAs are tamer and less interesting than ever. If MTV wants to regain the VMAs' cultural primacy, the show will have to start with catching up with what's important in culture, rather than just fanfare. In a few weeks, when the nominations arrive, we'll have our first clue whether the VMAs are up to the task.
Personal Reflection
In my opinion, the VMAs have the potential to be a powerful force in pop culture, but they need to evolve and adapt to the modern era. They should embrace the death of monoculture and the need for surprise and excitement, and they should focus on delivering bold statements and controversial performances that capture the public's imagination. If they can do that, the VMAs can still be a relevant and exciting awards show, and they can once again become a cultural phenomenon.
