Taylor Swift Becomes Most Successful Artist in VMAs History

Swift, Madonna and Charli XCX attended the VMAs on Sunday to receive awards and perform. Melissa Cofie said awards programs are very important for people in the music industry and said she believes the purpose of music videos has changed over the past several decades.

Swift, Sabrina Carpenter and Olivia Rodrigo still make extensive use of music videos to create the visual worlds of their album eras. Swift's Opalite video featured Graham Norton, Lewis Capaldi, Cillian Murphy, Domhnall Gleeson and Jodie Turner-Smith. The video was released in February only on Spotify and Apple Music before appearing on YouTube 48 hours later.

YouTube said it had ended its decade-long partnership with Billboard. K-Pop stars including BTS and Blackpink release dance practice videos and behind-the-scenes clips alongside traditional music videos. Cofie said platforms including TikTok, Instagram and YouTube have completely changed how videos are consumed and created.

Gener8ion and Yung Lean's Storm video showed how a short visual moment can make a song go viral online. The Storm performance was recreated at the VMAs, where it did not receive the Video of the Year award, losing to The Fate of Ophelia.