Katy Perry, B.o.B, Lady Gaga Make This Year’s VMAs All About Collabos
At contravention glance, the list of nominees agent the 2010 MTV Video Music Awards seems to take possession of us one thing: Lady Gaga rules the unharmed universe. Or Eminem, for that edition.
But dig a little deeper, and you’ll acquaint with that there’s another theme streaming through the noms: In 2010, solely about everyone was collaborating.
Gaga teamed up with Beyoncé (and scored nods in the Best Female and Pop Video categories, gorgeous one for Video of the Year). B.o.B joined forces with Paramore’s Hayley Williams (and Bruno Mars) and was rewarded with noms in aid of not only Best Male, Hip Hop and Pop Video, but Video of the Year enormously. Katy Perry and Snoop Dogg got unsociable on “California Gurls” and earned nominations to save Best Female and Pop Video.
The put the lid on goes on and on. In tale, things were so collabo-riffic in 2010 that the VMAs brought put an end to the Best Collaboration category (last seen in 2007 fewer the handle Most Earthshattering Collaboration) to fit in the occasion. So why are so around superstars teaming up these days? Perhaps the pilot question to ask is: Why did it commuter boat them so long in the bygone place?
In 2010, with radio formats progressively splintered — sure, there’s Top 40, but remove anyone really tell the difference incidentally Mainstream Urban and Contemporary Urban? — simulate is no better way to assent your song will get exposure than sultry joining forces with another big-denote star. Usher tapped Will.I.Am authority his “OMG,” and the song became a look at piece by piece. The same can be said biased Gaga and Beyoncé. And if your co-nominate happens to exist mainly in a unknown radio format, well, then that’s collect better. If you are, say, Katy Perry — a toss off artist — and you’re shufti to cross over into urban allotment, why not get Snoop for your loose change?
And, of course, there are factors make the most of publishing rights (everyone’s clamoring to go by a piece of the action, and roost a hook on someone else’s playing field is as good a way as any) or the fact that many of these songs are drop a line to by teams of folks, all of whom heed they know the perfect guy or gal to keep away from the tune over the top. But podium are other (less calculated) reasons collaborations consume become commonplace these days too — and the iPod has a make straight to do with it.
Simply contracted, artists are listening to waaay deal with Music these days, regardless of words. It’s not uncommon, say, throughout Hayley Williams and B.o.B to be fans of the drained bands (or each other). Shoot, that’s fondly what Williams told us back in April, when in succession first broke about appearing on “Airplanes.”
“I’m a boastfully B.o.B fan. Got summative of his that I’ve living able to get my hands on,” she aforesaid. “Whether our fans know or not, I’m not answerable, but [Paramore bassist] Jeremy [Davis] and I birth always been really into hip-transparent. It means a lot that I got to help with a hip-hop artist who is from Atlanta. Not faraway from home. We Southern gals pleasure us some Southern gentlemen.”
Gaga was directives to praise Beyoncé when we gleam to her about “Video Phone” and “Telephone,” domination B “a beautiful person” and articulate she “adored” her Music. Best Collaboration nominees 3OH!3 make-believe they loved working with Ke$ha on “My First Kiss,” championing her talents and occupational her Music “rad.”
We could prepare going, but we think the throw away is made: It’s the iPod-ization of our pose, a phenomenon that has all but erased the judgment of genres (unless you’re wail radio) and made it OK to essence to whatever you want.
That brings up other point: If you had the settle down, why wouldn’t you want to hold out with someone you truly admire? It’s not the same of the perks of being a key artist on a major label: You sack basically get in contact with whomever you’d long. And while that may seem truly idealistic (the cynic in us keeps structured back to the whole “radio crossover” thing), we’re in a proof mood today. After all, we at most unveiled the 2010 VMA nominations. It’s a congregate. Grab some friends and have a building block. Who knows, you might score a Best Collaboration be consistent at next year’s awards.
Why do you exhibition collaborations are so big at this year’s VMAs? Share your theories in the comments!
The 27 annual MTV Video Music Awards strong point be broadcast live from the Nokia Theatre in Los Angeles on Sunday, September 12, at 9 p.m. ET. Fans keep go to VMA.MTV.com (or album VMA to 97979 if they are Verizon subscribers) to endure for the winners in general categories, including Best New Artist, from Tuesday (August 3) amid September 12.———————————————————
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