The nominees for MTV‘s Video Music Awards were announced last night. For a moment, at least, let’s forget a few things: namely, that there are very few things as pointless and self-congratulatory as awards shows, and secondly, that this is the only time of year that MTV actually plays music. Even with that aside, why exactly should we care?
Maybe it’s because last year the show ended with the resurrection of Kanye West (and the mini-rebirth of Pusha T, as it were) through the first performance of the song “Runaway”? Could anything top that?
That’s certainly a reason to tune in to the show, of course, but we’re talking nominees. And when it comes to nominees, the only reason we’re at all interested has everything to do with that 20-year old kid we just stuck on the cover.
Video Of The Year
– Adele – Rolling In The Deep
– Beastie Boys – Make Some Noise
– Bruno Mars – Grenade
– Katy Perry – Firework
– Tyler, The Creator – Yonkers
Emphasis added! This is a big deal. Ever since Kanye first called it the video of 2011 months back, “Yonkers” has been a sensation (don’t believe me?), but it’s hard to imagine anyone believing MTV would place a video with a kid eating a cockroach and then killing himself alongside videos by Katy Perry and Bruno Mars. Kudos to MTV for courting controversy rather than snubbing the video of the year.
But mostly this is a big deal because of what it means for Odd Future. The group has never been shy about their aspirations: while some of their fans probably yearn for the group to stay a cult for those in the know, they just want to be huge. That “Yonkers” could gain such recognition is thoroughly vindicating: there’s no temptation to sell-out in terms of lyrics or, God forbid, collaborations (working with Pusha T and Nas is very different than working with, you know, that Bruno Mars guy). And while those OG Odd Future fans might resent the bandwagon, waking up this morning in a world where more people might listen to them was a very good feeling. Less Drake, More Tupac, maybe, but Less Bruno, More Tyler, for sure.
A look at some of the other relevant categories:
Best Hip-Hop Video
– Chris Brown ft. Busta Rhymes & Lil Wayne – Look At Me Now
– Kanye West – All Of The Lights
– Lil Wayne – 6 Foot 7 Foot
– Lupe Fiasco – The Show Goes On
– Nicki Minaj – Super Bass
Smart money’s on Nicki Minaj, right? “All of the Lights” is crazy, but a little too dangerous to win (both for the inevitable Kanye podium controversy, and the seizure-inducing flashes).
Best New Artist
– Big Sean – My Last
– Foster The People – Pumped Up Kicks
– Kreayshawn – Gucci, Gucci
– Tyler, The Creator – Yonkers
– Wiz Khalifa – Black And Yellow
Kreayshawn? Well, then.
The show will come at you Sunday, August 28th at 9 PM EST. Until then get to voting!
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