MTV has just announced a new category for the Video Music Awards (VMAs) – and it’s none other than the “Best Metaverse Performance” category. The nominees include international acts such as Ariana Grande, BTS and BLACKPINK, to name a few. The move came after MTV realized that many artists are opting for a new channel – the metaverse – to connect with a global audience of fans.
About MTV’s new “Best Metaverse Performance” category
The six nominees are Ariana Grande, BLACKPINK, BTS, Charlie XCX, Justin Bieber and Twenty One Pilots. So far, it looks like it’s going to be a fandom battle royale between two of K-pop’s biggest groups: BTS and BLACKPINK.
BTS are nominated for their YouTube ESCAPE2021 performance which featured Minecraft avatars of the BTS members. On the other hand, BLACKPINK is nominated for the group’s recent collaboration with PUBG Mobile.
According to an MTV spokesperson: “We saw the opportunity to highlight and honour some of the best, most impactful executions of this — and celebrate artists who have found creative ways to use these spaces — which led to the addition of ‘Best Metaverse Performance’ category this year.”
What do industry experts think about this?
Dubit is one of the largest creators of musical experiences in the metaverse. The company built metaverse awards show parties for the BRITs and Grammys in 2022, as well as a concert for one of the VMA-nominated artists. Roblox’s former music director Jon Vlassopulos recently joined Dubit as a board member.
Matthew Warneford, CEO of Dubit, commented on the inclusion of metaverse performances in awards shows: “It’s fantastic that MTV has recognized the explosion of musical metaverse experiences by giving them their own VMAs category.”
He continued, “While the pandemic may have accelerated the growth of virtual concerts in part out of necessity, it’s very clear we are witnessing a permanent shift. The metaverse, with its ability to provide massive, open experiences for anyone, anywhere, is an ideal space to connect artists, fans, and brands in ways that have never been possible before.”
The VMAs’ new “Best Metaverse Performance” follows the web3 initiatives undertaken by other awards ceremonies. Earlier this year, the BRIT Awards dropped their first-ever NFT collection. The Country Music Association (CMA) also launched a one-of-a-kind drop last year to celebrate the 55th Annual CMA Awards. It’s safe to say that metaverse ventures like MTV’s will become even more common in the coming years.