The MTV Video Music Awards 2024: The Impact on Artists and Their PR Strategies

On September 11, 2024, MTV hosted the 40th Music Video Awards (VMAs) live from UBS Arena. The VMAs honour the best music videos, songs, and artists by categories. This year, two new categories were added: ‘VMAs Most Iconic Performance’ and ‘Best Trending Video,’ awarded through fan votes.

Winning these or any of the awards in a category would,

1. Recognize artistic achievement.
2. Provide significant PR benefits.
3. Boosts visibility and engagement for the artist.

It’s not all about the awards themselves regarding PR benefits, though. In the weeks leading up to the VMAs, artists can use PR strategies to build anticipation. One of the most popular strategies is launching social media campaigns, where fans can watch teases of performances or behind-the-scenes content. Instagram and TikTok allow the nominated artists to engage with their audience through personalized messages, countdowns, and interactive polls that encourage engagement. This specific time frame leading up to the event allows fashion brands to partner up and expand their audience. When you consider the bigger moments like the red carpet and main performances, it’s fair to assume and believe that fashion brands would be eager to display their merchandise. 

The perfect example from this year’s VMAs was undoubtedly LISA, a member of BLACKPINK and Grammy winner for 2024’s Best K-POP song Rockstar. From her red carpet vibes to her performance and award acceptance. LISA had a different outfit for every special moment, each moment highlighting a different fashion brand. My favourite look was her long cream Mugler gown with metallic accents and a corset bodice, which she complemented with BVLGARI jewelry. She kept her fans engaged by sharing all her looks in real-time on Instagram.

Sometimes, it is about the awards themselves. Taylor Swift won seven VMAs this year, bringing her total to an impressive 30. This achievement ties her with Beyoncé for the most VMA wins ever. Swift’s success highlights her musical talent, but it also carries significant cultural weight. It’s another remarkable milestone for not one but two women to share this honour in an industry that men have historically dominated. This is, without a doubt, a moment that deserves a place in the book of music history!

From a PR perspective, just receiving a nomination is a significant win. This is particularly true for those artists in the running for Best New Artist. It’s clear that for any new artist, there’s an opportunity to grow their fan base. The VMAs, being such a high-profile event, allows these emerging artists to reach not just their existing supporters but potential new fans who may not be familiar with their music at the time. I’m not suggesting that the nominated artists are unknown; rather, they have a greater chance to broaden their reach than many seasoned artists in the industry or other categories. 

While the VMAs is ultimately a competition, the outcome of winning or losing shouldn’t define an artist’s experience. The event creates an environment where artists can thrive, especially if they leverage their PR skills effectively. It’s an opportunity for them to enhance fan interaction, secure brand collaborations, and create a meaningful legacy.