MTV VIDEO MUSIC AWARDS 2011
What greases the wheels of the record machine in 2011? As the compact disc goes the way of the dinosaur and the buzzword is now the ‘cloud’, the marketing of pop music has undergone numerous reviews and reconsiderations. Music sales will continue to plummet making revenues from live performance more important than ever to the pop music artist. Gone forever are the days of the recording artist who does not tour – well, nowadays said artist would simply starve. So pop music is still important but the question is now the platform of delivery.
MTV continues to be a vital cog of the record machine though less so as a music video channel but largely through shows like the Video Music Awards, in which pop music stars and wannabes obtain critical exposure not only for their music but also their public image. The annual VMA has gained a reputation for notoriety and controversy which at times overshadows the musical performances themselves. Hardly surprising as reality TV programming has audiences demanding more and more shock value from scripted realism. So surprisingly enough, there was very little of that in VMA 2011.
In fact, overall, the main theme was dressing down as highlighted by Lady Gaga’s star turn as her male alter-ego Joe Calderone. Dressed in white tee and dirty suit, she launched the VMA with a raucous You & I and even paraded Queen’s Brian May (never forget where the Lady got her name from) for a glorious tribute to anthem rock. As always, Gaga went against the grain in a show that was as usual largely dominated by garish outfits and inane hip hop. Better still, Gaga stayed in character throughout and never appeared in a attention seeking costume this time out making Katy Perry and Nicki Minaj look over-dressed! This out-maneuvering by Gaga was a delight to witness proving that she is the undisputed Queen of pop, not Perry, Minaj or even the newly-pregnant Beyonce.
Apart from Gaga’s show-stealing antics, highlights were slim but for those who want to catch the repeat telecast, do look out for –
1. Brit singer Jessie J’s intermission appearances
2. Adele’s under-stated brilliance
3. Justin Bieber’s non-plussed reaction to Joe Calderone
4. Tyler the Creator’s obscenity-laced acceptance speech for Best New Artist
5. The fake Beastie Boys viz. Will Ferrell, Jack Black and Seth Rogen!
Monday, 29 August 7pm (WIB), 8pm (SIN/HK/PH), 9pm (MAL)
Tuesday, 30 August 2pm (WIB), 3pm (SIN/HK/PH), 4pm (MAL)
Wednesday, 31 August 9am (WIB), 10am (SIN/HK/PH), 11am (MAL)
Thursday, September 1 10pm (WIB), 11pm (SG/HK/PH)
Friday, September 2 12am (MAL)8pm (WIB), 9pm (SG/HK/PH), 10pm (MAL)
Saturday, September 3 7pm (WIB), 8pm (SG/HK/PH), 9pm (MAL)
Sunday, September 4 2pm (WIB), 3pm (SG/HK/PH), 4pm (MAL)
Thanks to the kind folk at MTVAsia (Dawn, Cammie, Mitchell, Utt & Holly) who made us all feel right at home.