In recent months, virtual concerts have multiplied. The MTV Video Music Awards ceremony then dedicated a category called “Best performance in the Metaverse”. We found singers like Ariana Grande, Justin Bieber, Black Pink, BTS and others vying for this coveted award. The creation of this new category follows the era of the pandemic which has favored the development of virtual concerts. Musical artists like Travis Scott and BTS have already played in such concerts on Fortnite and Minecraft. This year, the bet paid off for MTV, which saw an increase in ratings thanks to the experience offered by the metaverse.
A new category for the famous VMA ceremony
The first awards ceremony dates back to 1984 to recognize the skill of music videos. Great musical artists such as Nirvana, Kanye West and Madonna have won awards. The usual categories for VMAs are “Video of the Year”, “Song of the Year” and “Artist of the Year”. New this year for MTV is Web3 with the creation of the new category “Best performance in the metaverse”.
Six artists were vying for this new award. We found Ariana Grande for “The Rift Tour” on Fortnite. But also Justin Bieber for “An Interactive Virtual Experience” on Wave. Blackpink also won an award for “The Virtual” on PUBG Mobile. Held on the night of August 28, 2022, Black Pink “The Virtual” won the “Best Performance in the Metaverse” award. The creation of this new category was an opportunity for MTV to stay abreast of technological developments. Not only that, it also aims to attract more audiences.
Aware of the sheer scale of performances in the Metaverse, the MTV spokesperson announced the first ever Metaverse experience of the ceremony. Paramount Game Studios also launched The VMA Experience in the Roblox metaverse. The latter is very active in the Metaverse, in the field of pop culture events. Last year he created virtual festivals in his metaverse, with the collaboration of Insomniac, a major electronic music festival producer.
This year, “The VMA Experience” was held on Roblox, along with the live ceremony. Visitors were able to walk the red carpet surrounded by paparazzi. They also got to play music-themed minigames.
These decisions by MTV to enter the Metaverse are explained by the consecutive decline in viewers at the VMAs over the past five years. Including virtual performances in this contest helped to attract more audiences. Furthermore, the music industry is becoming more and more established in the Web3, particularly with music streaming: singles in the form of NFT or the use of the blockchain to improve music licensing.
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