I tried to watch last night's Video Music Awards on MTV, but it was such an awkward and confusing clusterfuck, I couldn’t take much of it, flipping through for a few moments before moving on out of embarrassment for the people on the screen. I usually like when awards shows are a little chaotic (and the VMAs are known for their often-desperate attempts to be “not your mama’s awards show”). And I actually have always enjoyed the pop-culture pageantry of awards shows in general. But on last night’s VMAs, the annoyance factor was so high, I couldn’t even watch it on a “so bad you can’t look away” level. It made me anxious and uncomfortable, like watching someone fumbling over their words and breaking down while giving a speech in public (kind of like Kanye on last night's show).
It wasn’t really even the performances that made it so unwatchable (most were pretty solid for what they were). It was all of the in-between absurdity that made it so cringe-worthy.
Speaking of performances, some Cincinnati artists did well on the big stage. Walk the Moon has become so experienced with these kinds of high-profile appearances that it wasn’t surprising the band’s umpteenth performance of “Shut Up and Dance” was flawless. Airing during the opening of the pre-show “rainbow carpet” portion, I found myself thinking (as I do whenever I hear the hit on the radio), “You know, they have other songs, including a new single?” “Shut Up” was considered a “song of the summer” contender, though it’s been on the radio for like 15 years (OK, it was released as a single in September of 2014, but still). Then the band played the new single, “Different Colors”! And MTV promptly cut them off. (Even “Shut Up” was interrupted mid-song so the pre-show hosts could introduce the program, the clumsiness of which ended up being indicative of the overall mess the VMAs turned out to be.)
The weirder Cincinnati-related appearance came during Macklemore & Ryan Lewis’ performance of their new single, “Downtown.” I was not aware of the guest artists on the song (OK, I was not aware they had a new song), so I turned it on just as Hip Hop legends Melle Mel, Kool Moe Dee and Grandmaster Caz were rapping while walking down the street, thinking it was some cool old-school tribute the awards show was presenting. Then Macklemore came on and I reached for the remote, still unable to figure out what was going on. Then Eric Nally from late Cincinnati greats Foxy Shazam joined in, singing the chorus and doing some of his trademark stage moves and I officially thought I was just having a dream.
Nally did a great job and he caused a lot of buzz online, mostly of the “Who was that guy?” variety (when the single was released last week, a bunch of idiots rehashed the “Eric Nally is racist” stories from back in 2013 when Foxy Shazam released the single, “I Like It.”)
It’s weird mash-up of a song, parts of which I like, while other parts I find tremendously aggravating. Which is kind of what the VMAs were. Is this the present state of popular youth culture? Throw a bunch of unrelated stuff together, put it in a blender and then just stare at the blender, not caring or knowing what the end result is?
MTV/Viacom had something called the O Music Awards for a few years recently, honoring things like “Favorite Fuck Yeah Tumblr,” “Favorite Animated Gif,” “Best Tweet” and “Best Artist With A Cameraphone.” The O Awards ceremony seemed unscripted and filmed without any director whatsoever. It doesn’t appear the O awards are still a thing; perhaps last night’s VMAs were a sign that the network is turning its long-running awards program into the Os?
The VMAs were largely just a big WTF moment that people would talk about/complain about/make fun of online. Which is probably exactly what MTV was going for and, scarily, perhaps the shape of youth-oriented entertainment to come.