Taylor Swift dominated the VMAs, but do music videos still matter?
Despite the decline of traditional music television, the MTV Video Music Awards remain a significant cultural event for major artists. Experts suggest that music videos have evolved from essential promotional tools into artistic expressions used to build visual worlds for album eras.
Why it matters
The shift reflects broader changes in how music is consumed and how artists maintain relevance in the social media age.
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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