The reviews for the VMAs are in and they are…

bad. Overall, critics and audiences weren’t pleased with the show MTV put on—that is, unless you break it up into chunks.

Turn to your Twitter feed this morning and you’ll likely find a number of people still in awe of how Beyonce or Rihanna rocked the stage, how Britney Spears is back in the spotlight, how Drake is back on the sideline. Any moment with any pop star resulted in dozens (in the case of the former two, maybe even hundreds) of tweets and discussion items, not to mention articles buzzing about who wore and said what.

So the reviews of the show is bad. So what? MTV’s goal with the VMAs has, historically, been about creating big moments in a chaos chamber. The performances and kerfuffles they create in the meantime is the sundae, not the cherry on top.

“[We] put those chaotic elements in the room together and then we kind of let go. We don’t produce things really tightly the way other awards shows might,”Van Toffler, a former Viacom executive who worked on the VMAs for 28 years,told Billboard last year. “We love when people talk about the event.”

In the age of social media, having those two or three moments that get people talking—and, more importantly, sharing—seem to matter much more. The question is: Will other award shows follow?

I’m hardpressed to believe that organizations like the Academy or the Grammys will let performers bounce off and go balls to the wall the way they do at the VMAs, but the idea that a few choice moments are what viewers are after isn’t so far off from how many people I know watch bigger award shows. The Oscar’s has the openings, and maybe some choice winners in a category or two; the Grammy’s and Tony’s often feature some of the best musical performances audiences will see all year; the Emmy’s has a better (and more funny) version of the Oscar’s opening bit. While networks try to figure out what formula, host, and red carpet hook will reel in viewers each year, overall viewership of awards is dropping. Like in late night programming, people are more in for the clips than they are the ride.

The VMAs is perhaps the only show that understands this. And though many viewers don’t care about the actual award (not even MTV devotes itself to music videos anymore) they can care about the personalities involved. And any awards show that offers up its stage for a Beyonce medley? Well, that’s just that isn’t it?

beyonce_welcome

 

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