The VMAs Signal a Fragmenting Future for Music Awards – and a New Era of Genre Fluidity
The 2025 MTV Video Music Awards weren’t just a celebration of the year’s best music videos; they were a snapshot of a rapidly evolving industry. While established stars like Lady Gaga and Ariana Grande continue to dominate, the night’s winners – and the introduction of new categories – reveal a significant shift: the traditional boundaries of music are dissolving, and the future of awards shows hinges on recognizing that change. The rise of genre-bending artists and the increasing importance of short-form video are reshaping how music is consumed and celebrated.
Beyond Pop: The Expansion of VMAs Categories
This year’s VMAs notably added “Best Country” and “Best Pop Artist” categories, acknowledging the continued strength of these genres. Megan Moroney’s win for “Am I Okay?” and Sabrina Carpenter’s victory in the Pop category are indicative of a broader trend: country music’s crossover appeal and the enduring popularity of polished pop production. However, these additions also highlight a need for even more granular recognition. The music landscape is far more diverse than these categories alone suggest.
The Afrobeats and K-Pop Breakthroughs
The wins for Tyla (“PUSH 2 START” – Best Afrobeats) and LISA ft. Doja Cat & RAYE (“Born Again” – Best K-Pop) are particularly significant. These victories aren’t just about recognizing international talent; they represent the growing global influence of Afrobeats and K-Pop on mainstream music. These genres are no longer niche – they’re driving cultural conversations and influencing artists worldwide. This expansion is crucial for the VMAs to remain relevant to a younger, more globally-minded audience. As IFPI’s Global Music Report consistently demonstrates, international markets are now the primary drivers of music industry revenue.
The Power of Collaboration and the Blurring of Genre Lines
Lady Gaga and Bruno Mars’ win for “Die With A Smile” in the Best Collaboration category underscores a key trend: the power of cross-genre partnerships. This isn’t a new phenomenon, but it’s becoming increasingly prevalent as artists seek to expand their reach and experiment with new sounds. The success of collaborations like this demonstrates that audiences are receptive to artists pushing boundaries and defying categorization. The lines between pop, R&B, hip-hop, and even country are becoming increasingly blurred, and the VMAs need to reflect this fluidity.
The Rise of the “Hybrid” Artist
Sabrina Carpenter’s success throughout the night – winning Best Pop Artist and Best Album – exemplifies the rise of the “hybrid” artist. Carpenter seamlessly blends pop sensibilities with elements of R&B, electronic music, and even a touch of country, appealing to a broad audience. This ability to transcend genre limitations is becoming increasingly valuable in a fragmented music market. Artists who can successfully navigate multiple genres and connect with diverse audiences are poised for long-term success.
Honoring Legends and Visionaries
The Video Vanguard Award for Mariah Carey and the inaugural Rock the Bells Visionary Award for Busta Rhymes were powerful moments, recognizing the enduring legacies of two iconic artists. These awards aren’t just about celebrating past achievements; they’re about acknowledging the artists who have paved the way for future generations. The Latin Icon Award for Ricky Martin further emphasized the VMAs’ commitment to celebrating diversity and inclusivity.
The Future of Music Awards: Short-Form Video and Immersive Experiences
Looking ahead, the VMAs – and music awards shows in general – will need to adapt to the changing ways in which music is consumed. The dominance of short-form video platforms like TikTok and YouTube Shorts is undeniable. Tate McRae’s win for Best Long Form Video with “Just Keep Watching (From F1® The Movie)” is interesting, but the focus is shifting. Awards shows need to embrace these platforms, recognizing the artists who are creating compelling content specifically for these formats. Furthermore, the future may lie in immersive experiences – virtual concerts, augmented reality performances, and interactive fan engagement – that go beyond the traditional awards show format.
The 2025 VMAs weren’t just a night of awards; they were a signpost pointing towards a more fragmented, diverse, and technologically-driven future for the music industry. The challenge for the VMAs – and other awards shows – will be to stay ahead of the curve and continue to evolve in order to remain relevant and meaningful to both artists and fans. What new categories will we see in the next few years to reflect the ever-changing musical landscape? Share your predictions in the comments below!
