MTV VMAs 2008: A Sign Of The Times

With media coverage of major stock market decline and financial institutions aside, it is difficult for American teens and young adults to gauge the extent of the United States' current economic temperature. Teens all over the country have grown to interpret the disintegrating economy merely as irritable parents and not being able to go out this weekend because of fluctuating gas prices. Adolescents and adults alike trust the mass media for information whether it concerns the war in Iraq or Angelina Jolie's twin babies because, unlike many other major establishments today, the media seems permanent and unaffected by "the times". Young people subconsciously believe that the media controls culture and is not influenced by it. However, what happens when the media becomes a direct reflection of it and the all-inclusive condition of the nation it belongs to? Frankly, the 2008 MTV Video Music Awards.
There has been no other televised event that inexplicably conveys every aspect of pop culture in one night other than the MTV Video Music Award Show. Since Madonna's groundbreaking performance of "Like A Virgin" foreshadowed her career in 1984 at the first VMAs (IMDb), millions of people of all age groups anticipate this annual award show each year. Up until the 2006 awards show the presentation's format was persistent, delivering progressive themes, culture, and a tad of controversy, but above all, music. However in 2007, the VMAs turned from being a glorified celebration of sound to a melodramatic observance of life.
Hosted at the Paramount Studios in Hollywood, California, the 2008 MTV Video Music Awards could not rightfully be dubbed a celebration, let alone a 25th anniversary. The location, which was the smallest venue in VMA history, and production style seemed to more rightfully fit the description of a massive tea party¾in a middle school gymnasium. This year's direction team was lead by Joe DeMaio (Mtv's Total Request Live, Unplugged) and Nicholas Rich (Knocked Up, Mama Mia!), who both were inexperienced in award show production previous to the VMAs. The set included no prominent theme similar to 2007's Palms Casino Royale theme or 2006's Vintage 70's theme. Problem ridden recording artist Britney Spears was cast as the this years main source of promotion, marketing it as her "comeback"(Malkin). A cleverly redundant marketing scheme (the same that was used in 2007, ironically), granted MTV a nineteen percent improvement in ratings (with 8.4 million viewers this year). Likewise, the presentation was cut short and many award categories were dropped to make the VMAs more "budget friendly" or "pocket conscious" for MTV this year.
Contrary to pre-show speculation, Britney Spears was without a doubt the highlight of the night. "I'm here to celebrate a very important birthday," said a silver laced Spears at the shows opening. "This is the 25th anniversity of the VMAs," she smiled, clenching her tongue between her teeth youthfully and exiting stage right.
No one cared if she stumbled over her lines and celebrated MTV's anniversity instead of its anniversary. Britney Spears looked absolutely stunning on stage and above all, appeared sane and equipped with a full head of hair. Viewers were somehow satisfied by this rather nondescript opening of the 2008 MTV Video Music Awards. The two minute entrance was by far the most interesting inclusion the entire night.
Pop princess Rihanna was the first to perform with a thriller-esque display of her smash hit "Disturbia". The dancers and props w ere dead-on as she was ushered onto the smaller-than-usual center stage wearing what appeared to be a massive bee-hive skirt. She sang off-key, losing breath and skipping words during parts of the act, but still managed to deliver the nights best performance. Other recording artists that performed were Pink, Lil Wayne, an all new techno infused lip-syncing Christina Aguilera, the Jonas Brothers, and a softer sweeter, more auto-tuned Kanye West. Another result of budget cuts was the return of the 'side performances' that were introduced last year. Many major artists and bands like Katy Perry, Paramore, and LL Cool J were caught performing awkwardly in small sections during commercial breaks.
Russell Brand, a relatively unknown British comedian in the states, was MTV's choice host for the event. Not only did he act aloof and blissfully quirky the entire night, he also made several failed attempts at common American award show hosting practices. It has become standard for VMA hosts to involve celebrities in their jokes; however, instead of throwing a common Amy Winehouse or Paris Hilton comment he attacked the Jonas Brothers, a Christian teen band. He made comments on their 'purity rings' of which they wore vowing not to have pre-marital sex, telling the crowd "there is nothing wrong with a little sex every now and then". Moreover, and unfortunately for Brand, no one told him not to make fun of America, in America. The remainder of the night was decorated with Anti-Bush comments like, "In England, George Bush wouldn't be trusted with a pair of scissors," and even going as far as calling President George Bush a "retarded cowboy." Brand also had a hand in on Republican Vice President nominee Sarah Palin, calling her a VILF, short for "Vice President I'd like to fondle" according to Brand (Foster). Ultimately, it was mission accomplished for the now sequestered ex-VMA show host. Many viewers question MTV's decision of importing an unknown host, most opinions leaning towards the choice being one more route to saving production costs (IMDb).
The 2008 MTV Video Music Awards was, as VMAs are always, a culmination of a year in pop culture. The show was clearly not about the awards nor music, being that Britney Spears won all three major bids for Best Female Video, Best Pop Video, and the elusive Video Of The Year. Aside from MTV's controversial award show host choice and substandard production of the event, the 2008 VMA's will probably not be remembered by many. For most, it was mind-boggling to see even a major culture icon succumbing to America's economic status with numerous budget cuts. Hopefully, MTV will return to the standard award show format as seen last in 2006 and make it once again a classy, prestigious, and television worthy event. Though the world remains undecided on whether it likes MTV's new cost conscious award show system, one thing is for sure, the 2008 Video Music Awards were simply a 'sign of the times'.

¾ Michael A. Martin


Mtv's First Annual Video Music Awards. IMDb. Retrieved October 03, 2008, from
http://www.imdb.com/title/tt0337666/

Foster, P. (September 9th, 2008). American's Not Sold On Russell Brand's brand of Humour . TIMES ONLINE, . Retrieved October 2, 2008, from http://www.timesonline.co.uk/tol/news/world/us_and_americas/article4710449.ece

Malkin, M. (August 8th, 2008 Britney Spears Makes a Return to MTV's Big Night. eOnline Retrieved October 2nd, 2008, from http://www.eonline.com/uberblog/detail.jsp?contentId=22771