Mainstream Pulse: The 2011 MTV VMAs
MANILA, Philippines - It’s almost amusing how the Video Music Awards are still a big deal to MTV when I can hardly find actual music videos whenever I switch to that channel. That said, the VMAs (the show, not the actual awards) are still a good barometer or index for what’s relevant in today’s popular music. Doesn’t it seem, though, that the last couple of years have seen the VMAs sliding down a sad, slippery slope of irrelevance? Or have they always been immediately forgettable? Let’s just ignore the fact that many of the awards seem arbitrarily given, because honestly, who actually remembers who wins anyway? Except when something bombastic happens, like, say, Kanye West derailing Taylor Swift’s acceptance speech when she won two years ago?
No, the VMAs seem to exist now more as a great opportunity for MTV to throw a massive party and say, “Look, we invited all your favorite musicians and unstable personalities, let’s hope something interesting happens.” What gets remembered are stunts like Britney/Christina/Madonna swapping spit, a move that didn’t have anything to do with anything; shock value for its own sake.
Which is why I was surprised and somewhat glad this year’s show was actually, well, interesting. I don’t think it can be attributed to just one thing it’s a well-organized program of many parts. Even the decision to do away with a host seemed to help. The ratings seemed to agree with me, as it was the highest-rated VMA show ever.
If we ever look back on this year’s show, the first image likely to come to mind will be Lady Gaga as her male alter-ego Jo Calderone. While most performers would do it for a segment or two (many online were quick to cite Annie Lennox’s performing as Elvis in the ’84 Grammys), Gaga stayed Jo the entire night, past her intro and performance, even to her presentation of the Britney Spears tribute, where they kissed but ol’ Brit flinched. Was that her subtle way of saying “You’re no Madonna”? No, I doubt subtlety’s in her bag of tricks. Gaga was so into it she stayed Jo even backstage (and reportedly wore a prosthetic penis, to boot).
I enjoyed how understated (yet solid) some of the numbers were, like Adele’s “Rolling In The Deep” and, uh, Jay-Z and Kanye’s “Otis.” I mean, considering the budget those two (who I call ‘Ye-Z) could command, a couple of plumes of fire in the background seems positively minimalist. What’s nice about the lack of stagey gimmicks is that it puts the emphasis squarely on the performances. Speaking of Jay-Z, wife Beyoncè’s retro showstopper was another highlight, but with all the accoutrements you’d expect of a capital-D Diva (but one of the good ones). She also took the opportunity to publicly announce her preggers-hood, which resulted in a record spike in Twitter activity (reactions ranging from “OMG!” to “OMFG!”).
Finally, that Amy Winehouse tribute by Bruno Mars was pretty good. I’m not a Mars fan myself (though props to him for writing Cee-Lo’s “F*** You”), but it was respectful and touching. And of course, how could you go wrong with the quintessential class act, Tony Bennett himself. I’m amazed MTV even remembers who Tony Bennett is! And as one tweet opined, “If anybody would’ve told me last year that Tony Bennett would outlive Amy Winehouse, I’d’ve punched them in the face.”
There are other smaller things I enjoyed, from Nicki Minaj’s ridiculous outfit to a slimmed-down Jonah Hill (fresh from the 21 Jump Street movie) to Katy Perry’s big win (for Video of the Year), supportive husband Russell Brand looking on. I haven’t even dwelt on Bieber’s pet snake (Britney already did the big one, kid) and glasses (which felt like he wanted to give the Bieber-looks-like-a-lesbian Tumblr more material) or Tyler, the Creator’s Best New Artist win, which elicited an outcry from the Gay & Lesbian Alliance Against Defamation, who detest his homophobic/violent lyrics. In that case, the controversy may have taken place after the show. But finally, the VMAs are back to being memorable (if maybe for a few months) for solid entertainment and not stunt programming. Hope they can pull it off again next year.
