The 2007 MTV Video Music Awards

Summer vacation is over, school is back in session and you know what that means, it's time for the annual MTV Video Music Awards.

After you have burned out from eating pizza and watching football games all day, you can relax and unwind with the MTV's 'Super-Bowl' equivalent and much ballyhooed event also known as the MTV Video Music Awards.

This year being the 23rd edition of the MTV Video Music Awards, there is going to be a glitzy party vibe (Compliments of Las Vegas). For the first time, Vegas will welcome the network's flagship event and it promises to be quite the event.

Nothing But The Best?
For the Sept. 9 ceremony, producers have already confirmed a big opening act and a tighter, two-hour show with Timbaland as the host and ''maestro". The idea is to create a more intimate/party setting similar to "Unplugged".

According to Executive Producer, Jesse Iganjatovic, "We wanted to go intimate, very much focused on talent and celebrating the year in music, but then also injecting a fun party vibe by going around to these different suites' parties.''

The new suite format will be a significant departure from previous version of the auditorium style event. So much for tradition....

Music Television
Speaking of tradition, it is somewhat interesting that MTV has continued with the Music Video Awards ceremony that had originally began back in 1984 (As a younger, hipper version of the Grammy Awards), to celebrate the top music videos. Once you start, habits are hard to break.

As mentioned before in a previous post, when I was in my youth, I thought MTV was THE greatest single invention to mankind. Forget the car, toaster, and VCR - music videos 24 hours a day, 7 days week - BRILLIANT!

I can still hear the theme song of the 'Moon Man' promo played at the top of the hour, where the Veejay would announce the upcoming videos. MTV functioned as a better version of the radio, on television...

All Grown Up
Once upon a time, my youthful priorities included: School, MTV, social status (popularity), social clubs (Drama club, speech club, photography club, Et Al), MTV, Student Council (I was President), MTV, clothes (Of course, this was really THE most important priority), video games, and MTV!

Ah, times have changed...What I gleefully thought was going to be a lifetime of watching videos (Naturally, I presumed that I would always like popular music), is no longer a priority (Less than). Really I enjoy music videos, but just not enough to watch them 24 hours a day, let alone for 30 minutes.

The funny thing however, is that MTV does not really play music videos anymore - so it has become less of priority for them, as well. Aren't priorities great?

I Want My MTV
Back in the day, it was all about Madonna, Prince, Michael Jackson, George Michael, Cindy Lauper, Aerosmith, Run-D.M.C., Dire Straits, David Bowie, Billy Idol, Phil Collins, LL Cool J, DJ Jazzy Jeff & The Fresh Prince, and Janet Jackson (and tons of others).

Pop music was at a premium and there was something for everyone and radio stations were imitating what MTV played.

Further, you could not turn on MTV without running head first into a solid block of videos - no chit chat, commercials, noisy countdowns and reality shows; there was not another channel that could touch it's programming strategy.

Even then MTV shows had contained nothing except music content: Headbanger's Ball, Yo! MTV Raps, 120 Minutes, Club MTV, The Grind, and Unplugged.

Let's see...A music channel that creates new and innovative ways to play music - yeah, this is a great concept and it could work with the right strategy.

Bring On The Show
According to an announcement made by MTV late last night, the one night star-packed event will also feature a major opening 'act' performance by Britney Spears (I could say more, but will refrain from the context of the announcement).

In addition, there will also be performances by Kanye West, Fall Out Boy, Chris Brown, Foo Fighters, Rihanna, Common, Nelly Furtado, and Gym Class Heroes - to name a few.

Some of the 2007 MTV Video Music Awards presenters will include, P. Diddy, Sarah Silverman, Seth Rogen, Kid Rock, Jamie Foxx, Jennifer Garner, Pamela Anderson, the cast of Entourage, Shia Labeouf, Jennifer Hudson, and Rosario Dawson - and many others.

The show airs Sunday, Sept. 9Th at 9 PM.