What's Happening?
MTV is set to bring back 24/7 music videos on its channels MTV 2, MTV Live, and MTV Classic for a week leading up to the 2025 Video Music Awards. This initiative aims to celebrate music across generations and screens, featuring classic and current music videos. The VMAs will air live on September 7 from UBS Arena in New York, broadcast on CBS and MTV, and available for streaming on Paramount+. The network plans to include MTV personalities and previous VMA winners to highlight their favorite music videos.
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Why It's Important?
This revival of 24/7 music videos is a nod to MTV's origins and its role in shaping the music industry by emphasizing visual imagery alongside audio. It serves as a strategic move to engage audiences who are nostalgic for MTV's early days, potentially increasing viewership and brand loyalty. The initiative also underscores the VMAs' significance as a cultural event that reflects current trends and celebrates music's evolution. By involving past VMA winners, MTV strengthens its connection to music history and its influence on pop culture.
What's Next?
MTV's decision to air music videos continuously may lead to increased engagement with its channels, potentially attracting new viewers and advertisers. As the VMAs approach, anticipation will build around the announcement of nominees and performers, which could further boost interest in the event. The week-long celebration of music videos may inspire similar initiatives from other networks, highlighting the enduring appeal of music television. Fans can look forward to interactive elements, such as voting for their favorite artists, enhancing their involvement in the VMAs.
