MTV VIDEO MUSIC AWARDS

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A Once in a Lifetime Experience for Remote Fans

Hybrid Ceremony Live from New York

Since the VMAs began 36 years ago, fans have been integral to the experience, from voting for the Viewers Choice Award nominees to cheering on their favorite performers live and from home.

In 2020, MTV came to VIVA with a challenge: How do we give fans and artists a live performance experience during a virtual awards show? Through our audience-centered design process, we introduced a variety of creative technologies that engaged fans before, during, and after the broadcast.

Hundreds of fans were brought into a virtual cityscape on an XR stage. Live fan video outputs of fans in stylized apartment interiors, designed by VIVA, were placed into virtual apartment buildings. Fans saw a live feed of the on-stage VMA performances and were able to react in real-time with applause, cheering, and dancing.

We'll Help Grow Your Audience. Let's Talk.

Highlights

Skyrocketing Fan Engagement

Working with MTV, we designed an innovative way to make fans an integral part of the show, bringing them onstage with performers, announcers, and hosts. We gathered live fan streams from home and populated the XR stage VMA virtual cityscape. To elevate the appearance and create a cohesive look, we customized stylized virtual sets for the VMA audience.

Live Fan Reactions During Broadcast

Fans received instructions before the event, and then a hype-man kept them engaged and energized during breaks between performances. Fans experienced the show through a live feed of the onstage performances and reacted in real-time with applause, cheering, and dancing.

Outcome

Digital Viewership Skyrockets – Viewership across digital platforms surged, underscoring the adaptability of the MTV brand, VIVA's expertise in fan engagement technologies, and the appetite of viewers for innovative, digital-first experiences.
Fan Involvement Redefined – A poignant metric of the VMAs was the overwhelming fan involvement. Through unique features like virtual fan walls and live polls, fans were more than just spectators; they were active participants in the show, showcasing the power and passion of fandom.
Broad Audience Reach – The event was broadcast on multiple digital platforms, transforming the VMAs from a single-channel event to a multi-platform extravaganza.
Unprecedented Engagement on Social Media – The #VMAs hashtag became a digital town square, where fans, artists, and brands intertwined to create a vibrant conversation. Engagement on social media hit record highs, with increased interactions across various platforms. The conversation was not just about the music; it was about togetherness, resilience, and the indomitable spirit of the music community in the face of adversity.
Trailblazing Streams and Downloads – Post-VMAs, the music industry witnessed a dramatic upswing in streams and downloads of songs featured and awarded at the event.
Sponsors Shine in the Virtual Spotlight – The digital pivot of the VMAs didn't just work for the artists and viewers; it was a shining success for the event's sponsors. With a well-curated mix of interactive ad placements and virtual brand integrations, sponsors experienced unprecedented brand visibility.

Gallery

Big Energy,
Big Thinking,
Big Results.

"The team quickly realized that the 500 Zoom fans would not be enough... people are used to tuning into the VMAs and seeing 20,000 people, so how do we create the sense of mosh pits of people during social distancing?"

—Paul Caslin, Creative Director for the VMAs
as quoted in Live Design Online