Caroline Frank, Staff Writer & Photographer
The 2018 MTV Video Music Awards were held at the Radio City Music Hall in New York City, New York, on Monday, Aug. 20 at 7 p.m. According to MTV, the VMAs racked up 141.6 million streams, marking it as the most streamed awards show ever for Viacom. However, the show has faced much criticism after Monday’s events.
Matt Miller with Esquire magazine wrote an article called, “This Is the End of the MTV VMAs As We Know Them” with the following sub-head: “Hitting all-time low ratings, the award show needs to adapt or die.”
According to the article, the 2018 VMAs hit an all-time low for the second year in a row.
“The VMAs still saw viewership decrease,” Miller wrote. “What’s even worse is that its numbers dropped in its core demographic.”
Miller also wrote Madonna gave a “flubbed” tribute to Aretha Franklin, Ed Sheeran didn’t show up despite being nominated for three awards and the award show doesn’t use the term “video” in its categories.
“Instead, they give out awards called Best Latin, the name for which is insulting at best,” Miller wrote.
Dominic Patten with Deadline Hollywood magazine wrote that the crowd cringed as Aerosmith and Post Malone performed an “ill-advised duet” and Tiffany Haddish and Kevin Hart had an “unexpected misstep.”
According to the research in the article by Patten, “The 2018 VMAs drew an overall total audience of 5.2 million and an 18-49 [CK1] [audience age range] rating of 2.34. That’s a stumble of 8% in viewers and 10% in the [demographic] – also a new low.”
Since Monday, there has been much criticism directed toward the awards show. Madonna responded on Instagram to some of this criticism surrounding her performance.
“I did not intend to do a tribute to her! That would be impossible in 2 minutes with all the noise and tinsel of an award show. I could never do her justice in this context or environment. Unfortunately, most people have short attention spans, and are so quick to judge. I love Aretha! R.E.S.P.E.C.T.”
Despite receiving a great deal of negative attention, the 2018 VMAs held some good moments as well, according to an article in Rolling Stone magazine called, “MTV VMAs 2018: The 15 Best and Worst Moments” by Suzy Exposito, Brendan Klinkenberg, Christopher R. Weingarten, Simon Vozick-Levinson, Elias Leight, Patrick Doyle and Hank Shteamer.
“Fortunately, there were quite a few bright spots — Jennifer Lopez’s wildly energetic medley followed by a classy Video Vanguard acceptance speech; Nicki Minaj owning the Oculus; [and] adorable mom moments aplenty …” the authors wrote.
According to the article, some of the other best moments include Logic’s “One Day,” Travis Scott’s performance, Maluma sharing a “family-friendly groove” with Camila Cabello and Cabello’s mother, Ariana Grande’s “God Is a Woman”, Shawn Mendes embodying rock’n’roll and Marshmello’s appearances.
“Monday’s VMAs had it all,” the authors wrote.