The VMAs are Basically Irrelevant

Last night, I gave the 25th annual MTV Video Music Awards about an hour and fifteen minutes before giving up and changing the channel to something else. I wasn't offended by host Russell Brand's lewd and politically incorrect comedy (it wasn't always spot on, but some of it was funny). MTV has always been a sexed-up network, as the last several seasons of The Real World can demonstrate, and anyone looking to MTV for pertinent political coverage is just foolish.

I think that my problem with the broadcast stems from the fact that music videos just aren't that prominent anymore. When I was younger, seeing the newest music video by a favorite artist was an event. MTV premiered videos and people got excited about them. You could mention a music video to a friend and they would actually have seen it and know what you were talking about.

Now, in the digital age, music seems to be a far more isolated entertainment. New music is easy to discover on satellite radio and iTunes, and MTV plays fewer and fewer actual music videos every day.

It's no wonder, since the network has increasingly shied away from actual music programming, that the quality of its music video awards show has decreased. It's just not that exciting to see who wins an award for a video you've likely never even seen.

Last night, MTV seemed to be grasping at straws. They went for the shock-value host, but had Disney tween stars scattered throughout the auditorium and depended on a performance by the Jonas Brothers to pull in some viewers. They only gave out eight awards, and three were to Britney Spears, whose career is hardly on the cutting edge of the music industry these days.

MTV needs to figure out whether they want to be a music television channel or not. If they do, I think they'll need to regain some of their edge to put the VMAs back on the cultural radar as anything worth watching.

P.S. Jordin Sparks may want to be more careful about spewing pejorative terms at everyone who doesn't make the same personal choices that she does.