What's Happening?
MTV is set to air music videos continuously across several of its channels starting September 1, leading up to the 2025 Video Music Awards on September 7. This initiative aims to celebrate MTV's legacy and promote the upcoming awards show. The programming will feature over 700 music videos, categorized into themes such as Best of the 1980s, Most Scandalous Videos, and TRL #1s. Notably, artists like Britney Spears, Beyoncé, and Madonna have the most videos featured.
Why It's Important?
This move underscores MTV's historical role in music video promotion and its influence on pop culture. By airing a diverse range of videos, MTV is reconnecting with its roots and engaging audiences with nostalgia and contemporary hits. The initiative also serves as a promotional strategy for the VMAs, potentially increasing viewership and engagement with the awards show.
What's Next?
The continuous airing of music videos will culminate in the live broadcast of the VMAs on September 7. MTV's strategy may lead to increased interest in the awards and could influence future programming decisions. The focus on music videos might also inspire other networks to revisit similar formats.
