Video Music Awards Nominations: What Most People Get Wrong

You know that feeling when you check the video music awards nominations list and think, "Wait, did they even watch the videos this year?" It happens every single time. Honestly, the VMAs are basically the Wild West of music awards. Unlike the Grammys, which try to act all prestigious and formal, the VMAs are more about who’s making the most noise on the internet right now.

Last year was a total fever dream. Lady Gaga basically decided to remind everyone she’s the final boss of pop music by snagging 12 nominations. Twelve! She hadn't even performed at the show in five years, and then she just shows up and sweeps the board. It’s kinda wild how the industry shifts. One minute everyone is talking about the "death of the music video," and the next, we have Kendrick Lamar dropping "Not Like Us" and turning the entire internet into a detective agency.

But here is the thing people usually miss: the nominations aren't just about the music. They're about the "moment."

The Politics of the Moon Person

If you think the video music awards nominations are just a tally of YouTube views, you’ve been misled. It’s way more complicated. Take the 2025 cycle, for example. We saw a massive surge in country music representation. MTV finally added a "Best Country" category, which honestly felt about ten years too late. You had Megan Moroney and Morgan Wallen getting nods in major categories that used to be reserved for pop princesses and rappers.

Why now? Because that’s where the money is.

The VMAs have always been a mirror of whatever is "trending." When K-pop exploded, they added a K-pop category. When Afrobeats took over the global charts, they added an Afrobeats category. It’s less about "best" and more about "most relevant to the advertisers." That might sound cynical, but it’s the reality of the business.

Why Big Stars Sometimes Get Snubbed

Ever wonder why Taylor Swift or Beyoncé occasionally end up with only one or two nominations despite having a massive year?

It’s usually the "eligibility window" trap. For the 2025 show, the window typically runs from July of the previous year to June of the current one. If an artist drops a world-shattering album in late July, they have to wait an entire year to even be considered. By the time the next video music awards nominations come out, that "viral moment" might have cooled off.

Also, let’s be real—the VMAs love a comeback story.

1. The "Legend" Slot: They always save space for someone like Mariah Carey (who took the Video Vanguard in 2025) to keep the older demographic tuned in.
2. The "Internet Darling": Think of artists like Sabrina Carpenter or Tate McRae. They aren't just selling records; they're making TikTok-ready visuals that MTV needs to stay young.
3. The "Visual Innovator": This is where people like Doechii or FKA Twigs live. They might not have the #1 song on the Billboard 200, but their videos are literal art.

The 2025 Shockers: Gaga, Kendrick, and the K-Pop Debate

The 2025 list was basically a battle of the titans. Lady Gaga led with those 12 nods, mostly thanks to "Die With A Smile" (her collab with Bruno Mars) and the visuals for "Abracadabra." Bruno Mars himself wasn't far behind with 11. It felt very 2011 again, in the best way possible.

Then you had Kendrick. "Not Like Us" was everywhere. It got 10 nominations, including Video of the Year and Best Hip-Hop. But what really got people talking on Reddit and Twitter wasn't just the wins—it was the categories.

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There was this huge debate about the K-pop category. Rosé (from BLACKPINK) had a massive hit with "APT." but she also got a nod for "Toxic Till the End." Some fans were annoyed that "APT." was pushed into the "Best Pop" and "Video of the Year" slots while other tracks were "relegated" to the K-pop specific category. It raises a fair question: when does a global superstar stop being a "genre artist" and just become a "pop artist"?

The VMAs don't really have an answer for that yet. They sort of just wing it.

How to Actually Predict the Nominees

If you want to look ahead to the next batch of video music awards nominations, don't look at the charts. Look at the directors.

The VMAs are one of the few shows that actually care about the people behind the camera. If Dave Meyers or Tanu Muino is attached to a project, it’s almost a guaranteed nomination. These directors know how to create the "VMA aesthetic"—lots of quick cuts, high-concept fashion, and at least one shot that looks good as a static thumbnail.

What This Means for You

So, what should you do with all this info? If you’re a fan, the most important thing to remember is that the video music awards nominations are the start of a "fan-voted" marathon.

Unlike the Oscars, where a bunch of anonymous voters decide your fate, the VMAs let you vote up to 10 times a day in most categories. This is why fanbases like the Swifties, the Beyhive, or K-pop stans always dominate. It’s a game of stamina.

Next Steps for the Savvy Viewer:

• Check the Eligibility Dates: If your favorite artist drops a video in August, don't expect to see them on the list that same month. They are likely aiming for the following year.
• Watch the "Technical" Categories: If you want to see who’s actually pushing the medium forward, ignore Video of the Year for a second and look at Best Editing or Best Cinematography. That's where the real talent hides.
• Follow the Directors: Start noticing names like Parris Goebel or Xiaolong Liu. They are the ones actually building the visual language that gets nominated.

The VMAs are chaotic, loud, and sometimes totally nonsensical. But that’s kinda why we watch, right? It’s the one night of the year where a meat dress or a surprise pregnancy announcement feels perfectly normal. Just don't expect the nominations to be a perfect science—it's pop culture, not physics.

Find the official list on MTV’s site once August rolls around, and remember that your 10 daily votes actually do change the outcome for the "Best New Artist" and "Song of Summer" categories. Stay skeptical of the "Best Rock" category (which usually just means "Pop-Punk") and keep an eye on the "Video for Good" nominees to see which artists are actually trying to say something meaningful with their platform.