The MTV Video Music Awards (VMAs) 2022 have added a new category to their list of competition categories. This year, artists will be able to compete in the “Best Metaverse Performance” category for a coveted award.
Initially, the awards gala began in 1984 as an esteemed recognition of music video prowess. Major music artists, such as Madonna, Nirvana and Kanye West, are among the previous recipients of the VMAs.
The typical categories for the awards are “Video of the Year,” “Artist of the Year” and “Song of the Year,” although this year there is a twist on Web3. The VMAs have taken into account performances in the metaverse and created a new award category.
The #VMA Experience on @Roblox has ✨ arrived ✨
Vote for who you want to see take home the moon person for Best Metaverse Performance AND play our mini game, Tap That Dance! 🚀👨🚀🎶
Don't miss out on the fun: https://t.co/yR475leByW pic.twitter.com/Kj5LIYXsZS
— Video Music Awards (@vmas) August 14, 2022
The nominations for Best Metaverse Performance
In its inaugural year, six artists are up for nomination. They are “The Rift Tour” featuring Ariana Grande (Fortnite), Blackpink’s “The Virtual” (PUBG Mobile), BTS (YouTube), Charli XCX (Roblox), “Justin Bieber – An Interactive Virtual Experience” (Wave) and “Twenty One Pilots Concert Experience” (Roblox).
The VMAs and Web3
In addition to a new awards category, on August 12, the awards gala announced its first Metaverse experience. Paramount Game Studios last week launched The VMA Experience in the Roblox metaverse, which will be available through September 3 of this year.
Roblox features two nomination performances and is a virtual world that is very active in terms of pop culture events, such as concerts and festivals. Last year it partnered with Insomniac, a leading producer of electronic dance music festivals, to create virtual festivals in its metaverse.
This year’s metaverse category comes after five consecutive years of declining VMAs views. As the metaverse continues to expand and attract a younger audience, MTV’s decision to include virtual performances may help keep up with it.
The music industry is full of Web3 performances, as it has been on a digital consumption trajectory for years following the introduction of music streaming services.
Artists are releasing singles as non-fungible tokens, or NFTs, that can now be recognized on international charts, while others are using blockchain to enhance music licensing.
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