It’s hard to imagine a more confusing one award show right now than MTV’s Video Music Awards. If Viacom wants to present awards to Rob Dyrdek for two hours to thank him for keeping the lights on, we get it. But otherwise, this show is a mix of the best artists in the world along with stuff that no one thinks is cool outside of marketers and the terminally boring.
Nevertheless, the Video Music Awards hosted several sickening cultural events, including a cameo from Johnny Depp and Eminem and Snoop Dogg’s turn to The Metaverse. How is an ugly monkey cartoon dance in what looks like a cutscene from a VeggieTales Nintendo 64 games better than Snoop Dogg performing in person? Well, it’s just because the saddest, richest, least interesting people said that. Fortunately, there were bright spots, including captivating and creative live performances from Bad Bunny, Nicki Minaj and Lizzo. It’s nice to see someone tried.
But despite some of the show’s more embarrassing moments, people watched the VMAs this year. Not only that, but a little more seen this year than last year. About Deadline, ratings for Snoop Dogg and Eminem’s little one Fortnite concert was up 3% with more than 3.9 million viewers overnight. Last year, Viacom went to bed with a paltry 3.7 million.
While the ratings paled in comparison House of the Dragon, MTV pointed out that the VMAs were “the No. 1 social telecast of the year with more than 40 million interactions,” reportedly more than the Super Bowl or the Oscars. It must feel good to do a little career rehabilitation for Johnny Depp and reap the rewards through an increase in social engagement. However, we assume that most people watching just wanted to see Bad Bunny and not all these weird marketing exercises.