Published on August 21st, 2018 | by Alan Cross1
Did anyone watch the MTV Music Video Awards last night? I’m guessing not.
I forgot about the MTV Music Video Awards. Yeah, I saw some pre-show hype, but when it came time to actually watch, my mind was elsewhere. Am I the only one?
The MMVAs used to be must-see TV. Big stars, unscripted moments, bad language, weird behaviour: it had a reputation as being one of the most unhinged events on TV. Now, though, it’s greeted with a big yawn.
They couldn’t even fill all the seats at Radio City Music Hall in New York. I saw some post-broadcast shots that seemed to show a lot of empty seats.
Part of the problem is a lack of star power. Pop stars seem more disposable than ever before. With the exception of a few of last night’s performers (Nicki Minaj, Jennifer Lopez, Madonna’s somewhat self-centered tribute to Aretha Franklin), the big stars were nowhere to be seen. It was kind of embarrassing, really.
Producers would have killed to have Drake there last night, given the insanity of the Kiki Challenge, but he was back home in Toronto busy canceling a show at the Scotiabank Centre.
What does that say about MTV’s influence these days? And how many Gen Z kids–the demographic target of the MMVAs–are even watching TV these days?
UPDATE: Here’s a report on the ratings for last night’s broadcast.