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In 1981, MTV, aka music TV launched, establishing their dominance over music culture for the next few decades to come. As music videos grew in popularity thanks to the likes of artists like Michael Jackson, Madonna, Duran Duran, Cyndi Lauper, Janet Jackson and several others, MTV became a cultural staple. Artists went to MTV to promote their new music, and studios had artists create songs and music videos that way they could promote their films on MTV. MTV also became known for their music shows like Headbanger's Ball, MTV Raps, TRL, and seasonal shows like Spring Break. To cement their place in music culture, MTV started the VMAs, an annual award show, and the second most popular music award show behind the Grammy's. In the 90s and 2000s, MTV popularized acts like Britney Spears, TLC, NSYNC, Destiny's Child and Lady Gaga, all of whom went on to perform at or win VMAs. The VMAs had a reputation of being the award show to be seen at, so big stars regularly came, which ledt to several tributed, performances, and unscripted moments that have become pop culture history. But in the late 2010s and 2020s, VMAs vieweship has steadily decreased, even though the ceremony is more accessible than ever. Some have blamed the Internet's decentralization of the music monoculture, while others have stated disinterest in the VMAs is because MTV isn't the music powerhouse it used to be. It's likely that both reasons, as well as others, are true.

Email: naomi@sparkmedia.la

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