How will 2024 VMAs impact the upcoming Grammys?
The 2024 VMAs took place last week, with some expected winners and other unexpected turns. While winning and performing at the VMAs is important in and of itself, it can also serve as a way for artists to kick-start the awards season for music and perhaps give themselves a boost at other events. Specifically, with Grammy voting just weeks away (October 4 to October 15), the VMAs can help you put yourself in front of voters.
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In that regard, I’d say the two biggest winners at this year’s VMAs were Sabrina Carpenter and Chappell Roan. The two stars were already among the top female artists of the year, but this show was a star-making moment for both of them. Roan took home the award for Best New Artist and dedicated her speech to queer identities. Roan also performed her hit “Good Luck, Babe!” in a Joan of Arc-inspired production. Carpenter also picked up an award, Song of the Year for her gargantuan hit “Espresso.” She also performed “Espresso” alongside her two other smash hits this year, “Taste” and “Please Please Please,” which drew great acclaim. We are heading into Grammy season with these two women gunning to be two of the biggest nominees and winners as they may face off in multiple categories like Best New Artist, Best Pop Vocal Album and perhaps Album of the Year.
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In terms of who took home trophies, three Best Music Video Grammy contenders have solidified themselves in that conversation. Taylor Swift and Post Malone’s “Fortnight” was the biggest winner of the night, taking four Moon Persons including Best Direction and Video of the Year. We’ll see if this translates to the Grammys, as the VMAs’ enthusiasm for Swift’s videos has not always led to Grammy success. For instance, last year her video for “Anti-Hero” won six VMAs including Video of the Year, yet missed the Best Music Video nomination at the Grammys. With “Fortnight” winning fewer awards, and being a relatively minor hit, it may not have the momentum to enter the Grammy race either. However, the video is very artsy, more so than “Anti-Hero,” and the recording academy might want to make up for the previous snub.
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Another important win was Ariana Grande‘s “We Can’t Be Friends (Wait for Your Love)” for Best Cinematography. While that category’s correlation with the Best Music Video Grammy isn’t as strong as Best Direction, some victors there have still made it into the Grammys lineup, including Beyoncé’s “Brown Skin Girl,” Harry Styles’s “As It Was” and The Carters’ “Apeshit.” That could bode well for the singer-songwriter to get her first nomination in that Grammys category. That said, Best Music Video typically only includes a couple of hits (the nomination review committee tends to be very discerning), so she may have to fight off previous nominees like Swift and Kendrick Lamar (“Not Like Us”) for the nom.
There are also Megan Thee Stallion and Dua Lipa, who won Best Art Direction and Best Choreography, respectively. Megan’s “Boa” is a fun and colorful video that could nab the nom based on its eye-popping effects and visual style, and it helps that it also got a Best Direction nomination (like Swift and Grande). Lipa’s “Houdini” could also be in the mix, although videos that are mostly choreography showcases don’t tend to do as well with Grammy voters.
With Grammy nominations not so far away (November 8), we’ll see how much the VMAs have an impact. The telecast was the most watched in four years, and it never hurts to attract more eyeballs. Let’s just hope November comes with an inspired set of Grammy nominees.
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