The VMAs and MTV join the Forever 27 club

Posted on 30 August 2011
By Matt Barden
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Adam Levine took a verbal swipe at the recent Video Music Awards, hitting out at MTV’s gradual move away from being a purely music based channel.

Taking to cyber space for a rampaging tweet, the Maroon 5 lead man had this to say;

“The VMA’s. one day a year when MTV pretends to still care about music. I’m drawing a line in the sand. f*ck you VMA’s.”

It seems not everyone agrees with his comments. The Black Keys’ Patrick Carney chimed in, telling The Hollywood Reporter that;

“It’s not like they just started not playing videos that much. I’d rather watch the Jersey Shore than a Britney Spears video. That’s the fucking truth.”

But the truth of the disdain for the awards might lie somewhere in between the two statements.

The VMA’s has descended into a melting pot of mediocre, kiddy pop. This year saw awards and appearances from Katy I-can’t-sing-live Perry, a cross dressing Lady Gaga and a lifetime achievement award (what?!) for Britney Spears.

Gaga’s publicity stunt fuelled gender change, was the final nail in the coffin of a once great award ceremony, started in 1984.

The VMA’s now join a star studded list of celebrities who passed away at the tender age of 27, becoming a ghost of its former self.

Thanks to an influx of reality shows like Jersey Shore, MTV has completely ignored music and focuses solely on rating grabbing throw away TV shows.

Once a year they make an attempt to stay relevant and celebrate the dire, teen pop that fills what little space they have in between drunk degenerates and more drunk degenerates.

Gone are the times when the show was a platform for world class acts like Nirvana, Marylyn Manson and Michael Jackson, and rewarded music fans with awards for worthy music videos.

With a tribute to the late 27 year old Amy Winehouse during the show, the VMA’s now themselves join the famous 27 club, with the likes of Jimi Hendrix, Kurt Cobain and Janis Joplin.

MTV will no doubt keep rolling the lifeless corpse out after hitting record viewing numbers this year. But the focus of the awards is now directly aimed at Generation Y, eager to lap up the auto-tuned, fame hungry, pop milk.

Real music fans will don the black suits and say their final goodbyes to a channel that was once at the forefront of music and music videos.