MTV’s Video Music Awards may celebrate the biggest names in music entertainment, but the non-musical video stars of today are beginning to make their presence known at the annual event.
The biggest splash for YouTubers in last night’s main show came at the close of the evening. Miley Cyrus’s performance was preceded by a lineup of transgender and genderqueer youth, including digital celebs like Gigi Gorgeous and Brendan Jordan, who spoke about the importance of all the “sticky, young, impressionable minds of our future” watching Cyrus’ “Happy Hippie squad” on TV.
Meet all the beautiful people in @MileyCyrus' @happyhippiefdn squad: http://t.co/4sNmPFiSMU pic.twitter.com/RSQBB1zs3j
— MTV (@MTV) August 31, 2015
Bad lighting but, I loved going on stage with this girl tonight. @TheGigiGorgeous #VMAs2015 pic.twitter.com/ydEjNVAfFf
— brendan jordan (@brendanwjordan) August 31, 2015
"Because of all the sticky, young, impressionable minds of our future that are watching all of us right now…." pic.twitter.com/OQof7Uqk2C
— brendan jordan (@brendanwjordan) August 31, 2015
https://www.instagram.com/p/7BwoSunPWn/
Some YouTubers who appeared throughout the night already have formal relationships with MTV, like Laci Green, who hosts Braless on YouTube for the network and showed up on the red carpet to talk about safe sex with VJ Sway and livetweeted from inside the event.
https://twitter.com/gogreen18/status/638118094850797571
https://twitter.com/gogreen18/status/638193883126480896
Todrick Hall was also on deck, performing at the preshow and prominently featuring in promos for MTV’s Monday night programming block. His show, TODRICK , a docuseries that looks at the behind-the-scenes process of his YouTube videos and life, will premiere Sept. 31.
https://twitter.com/toddyrockstar/status/638078534779453440
The cast of @toddyrockstar arriving at #VMAs pic.twitter.com/oT5jlTHu4b
— MTV Communications (@MTVPress) August 30, 2015
Other YouTube talent like Amanda Steele and Mahogany Lox appeared on screen as part of brand deals with sponsors like Clean & Clear and Cover Girl. YouTuber Connor Franta played host on the MTV.com all-access livestream, while stars like Grace Helbig and Tyler Oakley walked the red carpet and attended but didn’t play a part in the show’s proceedings.
currently in downtown LA at the #VMAs pic.twitter.com/efEVh9He3f
— Connor Franta (@connorfranta) August 31, 2015
im on tv! HI MOM
— Connor Franta (@connorfranta) August 31, 2015
The #VMAs have become Tumblr personified.
— Grace Helbig (@gracehelbig) August 31, 2015
grew up watching the #VMAs every year, now i'm on the carpet. pretty cool. pic.twitter.com/UHqtzbXH2X
— tyler oakley // schedule pinned (@tyleroakley) August 31, 2015
While other teen-centric events like Fox’s Teen Choice Awards have found ways to put YouTubers and Vine stars front and center in their celebrations, the VMAs have yet to fully incorporate digital celebs into the fabric of the show, unless they’re complete crossover breakout successes like Tori Kelly or the archetypical YouTube-to-mainstream success story Justin Bieber. None of the YouTubers with roots on the vlogging side of the platform are finding their way to the main stage yet, unless they’ve got the host on their side, but we think it won’t be long before the Oakleys and Frantas of the world jump to the TV broadcast instead of just the Web and carpet.
Screengrab via gogreen18/Twitter