There was a time when the MTV VMAs were my Super Bowl. I watched faithfully every year and preferred to watch alone so nobody could talk over the show. I even attended a few times.
Lately, however, I have felt like I aged out of the hype. I would catch the pre-show to see how radio pros like HOT 97’s Nessa and KROQ’s Kevan Kenney performed. Still, much of the main show leaned too young for this elder millennial.
Why the 2026 Lineup Threw Me
So the 2026 details surprised me. Madonna led all artists with 13 nominations. Snoop Dogg was hosting. Meanwhile, Nirvana would receive the Video Vanguard Award.
Call me a hater, but I immediately texted my radio group chats. “Did anyone play that Madonna record? What am I missing here?” Then I started digging.
Matt Newcomb, senior vice president of activation for Paramount Brand Studio, explained the strategy. He said airing on CBS has made the show “uniquely multigenerational.” He also described an “incredible collision of music discovery and music history.”
What Radio Can Learn
That comment made me think about radio. Should we blend formats to reach more generations? For example, more Top 40 stations are flipping to Hot AC. Likewise, Mainstream Urban stations are playing more throwbacks than ever. Or should we just be making sure our products are available as widely as possible, everywhere our listeners are? Like Audacy and iHeartMedia’s content distribution partnership that began last year.
Did the Blend Work?
Back to the VMAs. Did they successfully bring generations together? The show opened with Madonna performing alongside Sabrina Carpenter and Charli XCX. Admittedly, it felt a little forced. However, I didn’t totally hate it.
Later, Madonna and Sabrina Carpenter won an award together. Madge seemingly poked fun at the generational gap. She explained that traditional routes failed when she tried to reach Sabrina for a song. In the end, a DM got her there fastest.
Kacey Musgraves also delivered a beautiful tribute to Dolly Parton. In contrast to the opener, this moment felt natural. But everyone loves Dolly – if you missed my tribute from a roundup of women in radio, read it here.
Snoop Dogg brought his own humor, too. He made a “deez nuts” joke. Is that bit making a comeback with young viewers? Or was it aimed at the male demographic of the olds?
A Vanguard Moment
After LISA’s performance of “SaWaDiKa,” Chuck D presented Nirvana with the Video Vanguard Award. Then Pat Smear smoked a cigarette on stage. Gen Z is not doing that! It was the most 1990s moment of the night. At the same time, it showed the generation gap better than any speech could.
A Tribute That Meant Something
I also enjoyed the George Michael tribute, but I had to Google why it mattered this year. RAYE, SOMBR and Teddy Swims performed it. According to Paramount, it came nearly 40 years after his album FAITH. Moreover, a live album and a film called “George Michael: The Faith Tour” are on the way. He also won four VMAs and earned the Video Vanguard Award in 1989.
The Performance That Won Me Over
One newcomer stole the night for me. SIENNA SPIRO checked every box. She brought powerhouse vocals, 1960s hair and a full string section. She even performed on a stage that looked like a turntable. As a radio person, I loved that. Fittingly, she went on to win Best New Artist.
The Living Room Test
Meanwhile, one of the best reviews came from a Gen X friend watching with her teenage daughter. She told me, that her daughter “keeps asking me who people are and I keep asking her who people are, so I guess it’s working.” Both generations felt a little lost, yet both stayed on the couch together.
When the Blend Goes Too Far
Then came Artist of The Year. Baby Spice presented the award to Madonna. In 2026? Madonna beat Bruno Mars, Sabrina Carpenter, Taylor Swift, Morgan Wallen and Ariana Grande. To be fair, Madonna’s legacy is undeniable. Still, this category should reward the biggest artist of the year. At that moment I thought that frankly this may have gone too far.
Feeling Old, Then Safe Again
Separately, I felt old again during the GENER8ION performance. I struggled to follow it. Afterward, I watched the music video and decided it was cool, even if I don’t totally get it. Luckily, Snoop Dogg returned to the screen and presented Video of the Year to Taylor Swift. Swift dedicated her award to “the ultimate showgirl, Dolly Parton.” As a result, my millennial self felt safe again.
Why the Wide Reach Matters
Even so, the business side makes sense. The VMAs now air on MTV and CBS, and they stream on Paramount+. As a result, the show reaches a much wider audience. That matters because major sponsors want big, mixed crowds. Therefore, a multigenerational show can keep advertisers coming back.
The Takeaway
I came into this show skeptical, but it kept my attention for the better part of two hours. Still, blending eras works best when the connection is genuine. Otherwise, the audience notices.
In the end, the VMAs did not win me back completely. However, they made a strong case for shared viewing. Next year, I might even watch with company.
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