The 2022 MTV Video Music Awards added a new competition category to their list. This year artists are eligible to compete under the category of “Best Metaverse Performance” for a coveted award.
In 1984, the VMAs began as a highly regarded recognition of music video prowess. VMAs have been awarded to major music artists such as Madonna and Nirvana.
Typical award categories include, “Video of the Year,” “Artist of the Year,” and “Song of the Year,” though this year there is a Web3 twist. VMAs also took into consideration performances in the metaverse, creating a brand-new award category.
The #VMA Enjoy the experience of @Roblox has ✨ arrived ✨
Vote for the person you would like to see win the Best Metaverse Performance and play Tap That Dance, our mini-game!
Don’t miss out on the fun: https://t.co/yR475leByW pic.twitter.com/Kj5LIYXsZS
— Video Music Awards (@vmas) August 14, 2022
Six artists have been nominated for the inaugural award. These include the Rift tour ft. Ariana Grand (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”).
A brand new award category was announced by the award show on Aug. 12. It also revealed its first ever metaverse experience. The Roblox VMA Experience was released by Paramount Game Studios last week. It is currently available through Sep. 3, 2012.
Roblox is nominating two performances. It’s a world that is very active in pop culture events such as concerts and festivals. Last year, it partnered up with Insomniac (a major producer of electronic dance music festivals) to create virtual festival in its metaverse.
Related: Concerts in Metaverse could bring about a new wave for adoption
This year’s metaverse category comes after five consecutive years of declining VMA views. As the metaverse continues to expand and attract younger audiences, MTV’s move to include virtual performance may help keep it up to date.
Web3 integrations are a common feature in the music industry. This is because it has been on a trajectory for digital consumption for many years, since the introduction of streaming music services. Artists are releasing singles as NFTs are now eligible for recognition on international charts, while others are utilizing blockchain to improve music licensing.
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