The year the Moonman became a Moon Person
In short: In 2017, the MTV Video Music Awards underwent a structural identity shift. Beyond a major rebranding of its iconic trophy, the ceremony faced a significant viewership slump as the era of linear television began to collide with the rise of streaming and high-budget prestige drama.
A significant milestone occurred for the brand during the 34th yearly MTV Video Music Awards, which took place in Inglewood, California, at The Forum on 27 August 2017. One of the most visible changes was the renaming of the traditional 'Moonman' statue to the 'Moon Person.' This shift was part of a broader move to eliminate gender-specific award categories, mirroring changes made at the 2017 MTV Movie & TV Awards. Specifically, the 'Best Female' and 'Best Male' Video categories were consolidated into a single 'Artist of the Year' award.
The ceremony also faced a challenging landscape for traditional television ratings. Viewership dropped from 6.5 million in the previous year to 5.68 million, marking the lowest audience for the show since 1994. Analysts attribute this decline to two primary factors: the availability of online streaming, which allowed viewers to watch at their own convenience, and fierce competition from high-profile television events. Notably, the show competed against the season finale of HBO's Game of Thrones, which attracted over 12.07 million viewers.
Despite the ratings dip, the event remained a high-profile cultural touchpoint. Hosted by Katy Perry, the show featured a wide array of celebrity appearances, including a skit involving Buzz Aldrin and Kevin Bacon. The broadcast served as a platform for both major premieres, such as Taylor Swift's 'Look What You Made Me Do,' and social advocacy, including a speech by Rev. Robert Wright Lee IV denouncing racism and a presentation by Susan Bro regarding the Heather Heyer Foundation.
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Sources
- Summary by Intellect · source: 2017 MTV Video Music Awards
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