On August 28, MTV will throw the 2011 installment of its Video Music Awards, honoring achievements in the art form that used to make up the majority of its programming. While it's all too tempting to note the irony that the channel has been marginilizing videos in favor of longer-form programming for nearly two decades now, the fact is that the music video as a pop culture force is in good health these days, with or (more often) without MTV's support.
Justin Bieber and Ludacris: Congratulations. A lot of people watched your video.
The internet, broadly, has helped revive excitement around the music video, but credit can be specifically given to YouTube. The music video probably reached its nadir of interest and influence around 2005, just before the site exploded into popular consciousness and made streaming video more accessible both to watch and to upload. Not only do major-label stars finally have a place for their big-budget videos to be disseminated in a mass way resembling that of MTV's heyday; new artists have an unprecedented universal portal for their own low-budget clips, a development that's launched a constellation of stars from Justin Bieber to Kreayshawn and Pomplamoose.More »