2025 MTV VMA Nominations: A Glimpse into the Future of Music
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Arturo Holmes/MG23 / Contributor via Getty Images and Dominik Bindl/GA / Contributor
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Kendrick Lamar at 2023 Met Gala and The Weeknd at Hurry Up Tomorrow world premiere
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The 2025 MTV Video Music Awards nominations are here, and they offer a fascinating snapshot of where music is headed.
With Lady Gaga leading with 12 nominations, followed closely by Bruno Mars and Kendrick Lamar, several trends are
becoming clear. Let’s dive into some key takeaways and predictions.
The Reign of Genre-Bending Collabs
One of the most striking aspects of this year’s nominations is the proliferation of collaborations that blur genre lines.
Consider Travis Scott’s presence in the Best Afrobeats category with Asake and Burna Boy. This speaks volumes about the
increasing globalization of music and the willingness of artists to experiment with diverse sounds.
The “Best Collaboration” category is also indicative of this trend. Bailey Zimmerman with Luke Combs, Post Malone
featuring Blake Shelton – these pairings highlight country music’s growing appeal across demographics and its fusion with
other popular genres. The rise of hybrid genres like country-pop and rap-country is undeniable. Look for more
unexpected musical partnerships in the years to come, fueled by streaming platforms and the desire to reach wider
audiences.
Pro Tip: Keep an eye on smaller music festivals. These are often breeding grounds for genre-bending collaboration, with artists experimenting away from the pressure of major labels.
Hip Hop’s Continued Dominance and Internal Competition
Kendrick Lamar’s impressive showing, particularly with “Not Like Us,” reinforces hip hop’s continued cultural
relevance. The fact that a diss track is competing in major categories like “Video of the Year” is a testament to the
genre’s power to spark conversations and dominate the cultural zeitgeist.
The “Best Hip Hop” category itself is a battleground of diverse styles, from Drake’s “NOKIA” to GloRilla and Sexyy Red’s
“WHATCHU KNO ABOUT ME.” This reflects the multifaceted nature of modern hip hop, encompassing everything from trap to
conscious rap. The category showcases both established titans and rising stars, suggesting a healthy and evolving
landscape for the genre. Expect more regional sounds and subgenres to gain prominence in the coming years, further diversifying the hip hop soundscape.
The Drake vs. Kendrick Rivalry: A Case Study in Engagement
The ongoing, and perhaps manufactured, rivalry between Drake and Kendrick Lamar is a perfect example of how conflict
can drive engagement in the music industry. Their diss tracks are not just musical releases; they are strategic marketing
moves that generate buzz and keep fans invested. This dynamic highlights a broader trend: artists are increasingly leveraging
personal narratives and rivalries to connect with audiences on a deeper level.
Afrobeats Breaks Further into the Mainstream
The inclusion of the “Best Afrobeats” category and the presence of artists like Burna Boy, Tems, and Wizkid is significant.
Afrobeats has been steadily gaining international recognition, and its inclusion in the VMAs is a clear sign that it is
no longer a niche genre. Expect to see more Afrobeats artists collaborating with mainstream pop and hip hop artists, further
solidifying its presence on global charts.
Did you know? According to a recent report by the International Federation of the Phonographic Industry
(IFPI), Afrobeats saw the largest growth in streaming numbers among all genres in 2024, outpacing even pop and hip hop.
The Rise of TikTok-Driven Hits
Doechii’s nomination for “Anxiety,” a track that gained viral fame on TikTok, underscores the platform’s immense influence
on music discovery. The VMAs are increasingly recognizing songs that have blown up on social media, reflecting a shift in how
music is consumed and promoted. This trend is likely to continue, with TikTok remaining a key battleground for artists looking
to break through.
Expect to see artists crafting songs specifically designed for TikTok, with catchy hooks and viral dance challenges in mind.
This will require a new set of skills and strategies for musicians and record labels, prioritizing short-form video content and
social media engagement.
Visuals as a Key Differentiator
The numerous categories dedicated to visual aspects, such as “Best Direction,” “Best Art Direction,” “Best Cinematography,”
and “Best Visual Effects,” highlight the importance of music videos in the digital age. Artists are no longer just musicians;
they are visual storytellers, using music videos to enhance their brand and create immersive experiences for fans.
Expect to see even more innovative and visually stunning music videos in the future, pushing the boundaries of technology and
artistic expression. Virtual reality (VR) and augmented reality (AR) technologies may play a bigger role, allowing fans to
step inside the world of their favorite artists.
FAQ: Your Questions Answered
Q: Who is predicted to win Video of the Year?
A: While it’s hard to say for sure, Kendrick Lamar’s “Not Like Us” has significant buzz due to its cultural impact.
Q: Why is Afrobeats gaining so much attention?
A: Its infectious rhythms and global appeal are resonating with audiences worldwide.
Q: How important is TikTok for music promotion?
A: Extremely. TikTok can make or break a song’s popularity.
Q: Are collaborations becoming more common?
A: Yes, they’re a great way for artists to reach new audiences and experiment with different sounds.
What are your predictions?
What do you think? What collaborations or trends will define the next year in music? Are there any artists that you believe are being overlooked?
Leave a comment below and share your thoughts!
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