What's Happening?
MTV has unveiled a new promotional campaign for the 2025 Video Music Awards featuring a re-recorded version of the New Radicals' 1998 hit 'You Get What You Give.' The updated track includes vocals from New Zealand singer-songwriter Benee alongside original members Gregg Alexander and Danielle Brisebois. The promo showcases various pop culture figures, including Paris Hilton and Steven Tyler, passing the VMAs' Moonperson trophy. The initiative is led by Van Toffler, CEO of Gunpowder & Sky, marking his return to producing the VMAs after a decade-long absence. The VMAs will be hosted by LL COOL J and will air live from New York's UBS Arena on September 7, 2025.
Why It's Important?
This collaboration highlights MTV's strategy to blend nostalgia with contemporary music trends, potentially attracting a diverse audience to the VMAs. By involving artists like Benee, MTV taps into the current music scene while celebrating past hits, which could enhance viewer engagement and broaden the event's appeal. The VMAs serve as a significant platform for artists to gain exposure, and this promotional effort may boost interest in both the awards and the participating artists. Additionally, the involvement of high-profile personalities in the promo could increase media coverage and public interest in the event.
What's Next?
The VMAs are set to air on September 7, 2025, with a lineup of performances and awards that could influence music trends and artist recognition. The event will feature a pre-show hosted by Nessa and Kevan Kenney, with performances by KATSEYE. As the VMAs approach, anticipation may build around the awards and performances, potentially impacting music sales and streaming figures for nominated artists. The collaboration between MTV and the New Radicals may also inspire similar partnerships in future music events.
