VMAS: In or Not? MTV’s Video Music Awards 2025

By Maree Hawkins '28

MTV’s Video Music Awards occur annually; this year, they took place on September 7, 2025. The VMAs recognize the year’s biggest artists and music videos with performances, trophies, and more. The inaugural ceremony honored the best music videos in 1984 at New York City’s Radio City Music Hall and featured a performance by Madonna that set the show’s bold tone. 

Like its counterpart, the Grammys, the VMAs have produced countless youth culture trends and iconic performances. The biggest difference between the VMAs and other music award shows is their pop culture essence, more centered on entertainment and controversy rather than purely artistic achievement. Many argue that the VMAs could be losing its significance since other prominent award shows are adopting the same trendy-pop style. Just last February, the Grammys saw grand backflips during Benson Boone’s performance of “Beautiful Things,” which was #1 on the Adult Contemporary Chart for 55 consecutive weeks. With so many award shows shifting to be more trendy and incorporating elements of pop culture, will the VMAs remain relevant for much longer?

In 2025, the VMAs introduced two new categories, Best Country Artist and Best Pop Artist, in an effort to keep audiences engaged and adapt to the ever-changing music industry. Of the show’s 30 awards, Lady Gaga took 4 of them: Best Art Direction, Best Direction, Best Collaboration, and, most notably, Artist of the Year. Others nominated for these awards included Bad Bunny, Kendrick Lamar, Beyoncé, Taylor Swift, Morgan Wallen, and The Weekend. Nevertheless, Lady Gaga emerged victorious, securing 4 of her 12 nominations. 2025 was undoubtedly a competitive year for the music industry.

The VMAs' target audience is mainly comprised of young adults, particularly Gen Z and Millennials. In an effort to stay in touch with their audience, the VMAs’ marketing team has shifted towards social justice and brand activism. A lot is happening in the world with Generation Z at the forefront of progressive activism. For instance, when Sabrina Carpenter was awarded Album of the Year, she employed her speech to address trans rights. When acknowledging the trans members in her ensemble, she said, “I do want to say, to my incredible cast and dancers and queens on stage with me tonight: This world, as we all know, can be so full of criticism and discrimination and negativity.” Along with various explicit messages, other celebrities like Lenny Tavárez took a more undeclared stance. He appeared in a custom Black suit with red twangs and polished chains sheathing his body and wrists, designed by Manuel Tiscareno. When being asked about his bold choice, Tavárez condemned Trump’s deportations, saying, “What’s happening is unjust.” 

Several juniors were asked to share their interest in the show. To gauge the significance of the VMAs on the Cate campus. Gigi Bracher ‘27 recalled how she “didn’t know they were taking place.” After reviewing the award show’s winners, Rose ‘27 exclaimed, “The Marias should’ve won.” 

In this era of conflicting opinions, it is challenging to elicit uniformly positive responses from the general public, and the VMAs are no exception. The VMAs’ viewership has declined in recent years, dropping from 12.4 million in 2011 to 1.93 million in 2019 and down to 5.5 million in 2025. 

Are the VMAs losing its significance, or are audiences no longer captivated? When asked, Isla G. ‘28 admitted she “didn’t really watch the VMAs,” because they are “overhyped,” but she enjoyed Sombr’s redolent performance that she describes as having a “new feel.” It’s clear that the majority of the community did not tune in this year.

For over four decades, the VMAs have remained a fixture in the music world, evolving in tandem with shifts in culture and technology. Even as viewership declines, the awards show remains a platform where artists address pressing social issues and spotlight underrepresented voices. By balancing cultural commentary with the spectacle of high-energy performances, the VMAs demonstrate their lasting ability to capture—and challenge—the spirit of each generation. The VMAs are a symbol of the ever-changing world we live in and a reminder to stay energetic and speak up in the face of adversity.