BBC13 hours ago·3 min read·medium

MTV VMAs: Taylor Swift dominates but do music videos matter?

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✦AI Summary

The article explores the evolving role of music videos in the streaming era, noting that while traditional TV channels like MTV have declined, music videos remain vital for artist branding. It highlights Taylor Swift's continued success at the MTV VMAs as evidence of the format's enduring cultural power.

Why it matters

It highlights the shift in how music is consumed and marketed, moving from linear television to social media-driven visual storytelling.

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Image source, Getty Images Image caption, Taylor Swift became the most successful artist in the history of the VMAs on Sunday

We're far from the days of blockbuster music videos playing back-to-back on TV channels like MTV.

Catchy hooks and sleek dance routines now dominate social media feeds, each hoping to stop people in their tracks long enough for them to give a new song a chance.

The evolution of this landscape was cemented last year when MTV axed five music channels in the UK after almost 40 years of rolling footage.

But despite the broadcaster reacting to the changes in viewing habits, its Video Music Awards (VMAs) still appear to hold power over music A-listers.

Pop music heavyweights, including Taylor Swift, Madonna and Charli XCX, were among those who turned up on Sunday to accept prizes and deliver dramatic performances.

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