It’s Time for the VMAs, But Who Really Cares?

On Sunday evening, something that used to be a “calendar” event in the music industry will take to the Microsoft Theater (formerly the Nokia Theater) stage in Los Angeles, CA. For the 32nd consecutive year, the MTV Video Music Awards will take place, honoring the best video work in the recording industry and the performers who have given us their best (?). In reality, however, the MTV “VMAs” and their “Moonman” award have become a gauche award because nobody really cares about them anymore.

When MTV hit the airwaves in 1981 (in fact, on August 1 the station celebrated its 34th anniversary), it was a brazen broadside against the staid, stoic music industry and the radio industry and stations that would “make or break” careers in a heartbeat. The first video aired on MTV, The Buggles’ “Video Killed the Radio Star,” seemed like a four-minute manifesto of what was the intent of the new channel. Record companies and their artists for years had put together promotional videos that, for the most part, were only seen by a handful of people at the record companies and in the radio industry. When MTV came along, that suddenly changed.

Bringing together these hundreds of videos (literally…pretty much anything on MTV in the early days was seen quite often due to the lack of material), MTV slowly built an audience and, at the same time, became the place where new artists made their breakthroughs. Such artists as Madonna, Cyndi Lauper, Men at Work, Bow Wow Wow, Duran Duran and the Human League were getting their attention not through traditional radio play but from the constant airing of their music videos on MTV. The biggest move by MTV in its early years may have been the exposure it gave to black artists. Eddy Grant, Musical Youth and a young man embarking on a solo career by the name of Michael Jackson (among others) benefitted greatly from the exposure that MTV provided.

It also had a way of destroying careers. The 1981 Grammy Awards were dominated by a Texas newcomer named Christopher Cross, who earned the top four awards (Record of the Year for his eponymous LP, Album of the Year, Song of the Year for “Sailing” and Best New Artist) and seemed poised for a long career in the music industry. Due to his pedestrian features and roly-poly physique, however, Cross wasn’t the typical “MTV artist” and he quickly disappeared from the scene following his sweep.

A couple of years into their existence, however, the honchos at MTV were faced with with the dilemma of continuing to grow the channel and coming up blank. In 1984, the powers that be at MTV came up with what they thought would be the cure (no, not the band). Producing their first ever MTV Video Music Awards, the channel looked to give the same gravitas to music videos that the Grammys bestow on music or the Oscars give to cinema. Over the years, the show has provided MTV with some of its most outlandish moments while also being its most watched event.

Who doesn’t remember Madonna’s rendition of “Like a Virgin” at the very first VMAs? Or Madonna’s girl-girl smooch with the randy Britney Spears in 2003? How about Kanye West barging in on Taylor Swift’s “Moonman” acceptance speech in 2009 (one of the few times I actually felt sorry for Swift)? The clothes, the music and sometimes even the videos made the MTV Video Music Awards a spectacle for the youth of the era. Over the past few years, though, the futility of the VMAs has been mentioned and whether it is the iconic “happening” that it was in its earlier incarnation.

Part of the reason for that is in the maturation of MTV itself. About 15 years ago, MTV decided that it wanted to be more of a lifestyle channel for the young and hip rather than concentrate on music alone. To achieve this goal, MTV began to put on its airwaves things that weren’t the “traditional” fare for the channel. A host of reality and game shows were the start, followed by fashion and “home” shows (anyone remember “Cribs”?).

The reality trend that took over in the 21st century allowed MTV to pretty much switch over to just the reality shows, including the vapid Jersey Shore and other scripted programming (none worth mentioning). Lost in the mix? Music videos, the thing that borne the channel (part of that was in the fact that the record companies, looking to tap another potential revenue stream, wanted to start charging MTV for showing the previously “promotional” videos). Hence, here you have a channel which was formerly the “groundbreaking” arena for exposing new artists through their music videos – in fact, naming their station AFTER MUSIC TELEVISION – not even showing them anymore.

Videos themselves also seem to have disappeared for the most part. Back in 1982, Duran Duran released Rio, their second album. Using the new MTV format, the group was sent by their record company, EMI, to Sri Lanka and Antigua to film an unheard of 11 videos for the record. Those videos not only served to be a major part of the programming for MTV in its early years, it also established Duran Duran as megastars in the music industry and provided the group with a career that still exists today.

Today, videos are seldom done and, if they are, it isn’t for promotional purposes. More often than not, they are done by popular artists that have no need to garner additional airplay for their efforts (think of why Swift, who has somehow crafted a career in music, continues to put out videos that no one has ever seen) or as a “vanity project.” There isn’t a purpose anymore for the music video because there isn’t an outlet for it to air on (sorry, YouTube doesn’t count).

Which brings us back to this year’s VMAs. Of the nominees that are on the list, I’ve seen exactly two of the videos – Mark Ronson’s collaboration with Bruno Mars on “Uptown Funk” (outstanding song, great video and it probably won’t win shit on Sunday) and Florence and the Machine’s “Ship to Wreck” (a band I can’t get enough of that also won’t sniff a “Moonman”). The rest could be cartoons for all I know because there isn’t an outlet to show them anymore. The untalented Swift is nominated for nine awards while Ed Sheeran has six, with a smattering between Nicki Minaj, Kendrick Lamar and Beyonce and the “Video Vanguard Award” (think Lifetime Achievement Award) being handed to West.  Without an outlet, however, why hand out awards for something that will basically become a popularity contest?

Imagine, if you will, Hollywood continuing to crank out movies and television shows but every theater on Earth not showing them and no television networks to put the shows on? (This one could become reality with the advent of Netflix, Amazon Instant Video and Hulu starting to film their own projects.) Would there still be a slew of awards shows for basically something that doesn’t exist anymore?

As a former DJ and music aficionado, I used to sit with bated breath each year for the VMAs (and the Grammys, for that matter), not only to know who won what but for the outstanding musical performances that it brought to its stage (never enough rock, always too much pop). Nowadays the videos are all things that I haven’t seen and the “musicians” (and that term is a stretch in many cases) and their music are so over-produced they cannot perform their music live. Thus, you have to wonder if anyone even cares about the MTV VMAs anymore.

Sure, there will be some prepubescent teenagers who will watch as Miley Cyrus, this year’s host, tries to show how “adult” she is through some pseudo-sexual act she’ll perform onstage; Swift will still constantly look like a deer in headlights as she facetiously mouths “Me? Me?” after winning her umpteenth award and there will probably be some spat – usually between warring rap parties – that blows up backstage into a story. It’s time for MTV’s Video Music Awards for 2015, but does anybody really care anymore?

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