MTV's Video Music Awards are on again. Here's why they matter

American TV channel MTV is better known for reality shows than its music programs these days, but its Video Music Awards have stood the test of time since debuting in 1984.

The VMAs are on again this weekend in the US, and here's why they've mattered and are still worth paying attention to.The ultimate prize of the VMAs is the Video of the Year Award and MTV haven't always got it right — for example, The Cars' You Might Think beat Michael Jackson's Thriller in the inaugural ceremony, while Aerosmith's Cryin' edged out Beastie Boys' Sabotage in 1994.

From 2007 Rihanna, Beyonce, and Taylor Swift have won twice , in between the likes of Katy Perry, Justin Timberlake, Lady Gaga, Britney Spears and The Weeknd.Find more local newsThe big winners of the inaugural awards in 1984 were The Cars' You Might Think, which featured cutting-edge editing and computer graphics , Herbie Hancock's Rockit, which featured innovative robotics, and Michael Jackson's Thriller, which pushed the medium into the realm of a truly cinematic short film.

But there's one other style of film clip that's never gone out of fashion — the one where the singer/band looks good as they perform the song while literally nothing else happens.The VMAs remain a prime example of gender imbalance within the music industry over the past few decades. It seems the VMAs remain a signifier of the industry's improvements in gender equity but also its failings.The MTV VMA winners list is filled with talented directors who made the jump from music videos to the big screen.The biggest success story is David Fincher. Prior to directing the likes of Seven, Fight Club, The Social Network and The Curious Case Of Benjamin Button, Fincher was nominated for seven best director VMAs, including six times in just two years.

By 2006, there were 23 categories, but a major shake-up the following year took that back to 11 before things got back to basics in 2009.

Commercialisation of art forms do not matter as much as someone doing it with more integrity. The rich ‘elites’ awarding the rich ‘elites’ has become a sugary sickness.

I guess it depends, if you’re a corporation that advertises throughout the show, you probably believe they matter, if you’re a designer that dresses the artists, you probably believe they matter, if you’re a ‘famous’ singer, you probably believe they matter. Me, not so much.

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