BBC13 hours ago·3 min read·medium

Taylor Swift dominates but do music videos matter?

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This article is a duplicate of the previous report regarding the relevance of music videos and the MTV VMAs. It discusses how artists like Taylor Swift use high-budget videos to build visual worlds and engage fans.

Why it matters

It underscores the transition of music videos from promotional tools to essential components of an artist's 'era' and fan engagement strategy.

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Share Save Add as preferred on Google Naomi Clarke and Andrew Rogers , BBC Newsbeat Getty Images 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.

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