The Fantastic Four – Mister Fantastic (Shawn Mendes), Invisible Woman (Alessia Cara), Human Torch (The Weeknd), and Thing (Justin Bieber) have populated the MTV Video Music Award nominations for 2017. Nine of the 15 categories have a Canadian artist nominated, whether as the main or featured artist. Mendes receives 1 nomination, Cara 4, The Weeknd 5, and the Biebs 2.
Shawn Mendes’ “Treat You Better” is nominated for Best Pop Video.
Alessia Cara’s “Scars to Your Beautiful” is up for Video of the Year, the peculiar category of Best Fight Against the System, and Best Direction. Her “Stay” with Zedd is nominated for Best Dance Video.
The Weeknd is nominated for Artist of the Year. His “Reminder” receives nods for Video of the Year, Best Direction, Best Art Direction, and Best Editing.
Justin Bieber is nominated as a featured artist in both DJ Khaled’s “I’m the One” (Best Rap Video) and Major Lazer’s “Cold Water” (Best Dance Video).
Viewership of the MTV VMAs has tanked over the last few years, as the gala has become barely watchable with its irresponsible promotion of drug smoking and cringe-worthy displays of lechery, involving twerking, foam fingers, and the like. Katy Perry as this year’s host has her work cut out for her if things can be turned around.
Music videos were initially the #1 vehicle that converted underground artists, ignored by radio, to make it to the mainstream. This was especially true of British new wave acts in the early 80s. Nowadays, making music videos is par for the course for any artist who has the budget to make them.