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VMAS: BIG WINS FOR BEYONCÉ

What was once one of the most important events of the fall season around Labor Day has become an end-of-summer ho-hum event. MTV has become irrelevant to the music business, but some artists—Kanye West, for example—use the VMAs as a platform to freely advertise whatever they're selling by trying to create a viral moment. It’s the way Kimmel or Fallon are used. It's not a cool look anymore.

Many in-the-know executives feel that VMA performances can negatively impact an artist's chances of performing on the all-important Grammy stage. 

In terms of viewership, the VMAs slumped dramatically from last year: 6.5m tuned in on the 11 Viacom networks that were airing the show. That figure is down from 9.8m last year and 10.3m in 2014. 

At any rate, Beyoncé was the big winner in terms of trophies and a show-stopping performance, Rihanna turned in multiple performances and took home the Video Vanguard Award, and West debuted a new video after another rambling, stream-of-consciousness speech.

For what it's worth, here’s a list of the winners: 

Video of the Year

Beyoncé “Formation”

Best Female Video

Beyoncé “Hold Up” 

Best Male Video

Calvin Harris ft. Rihanna “This Is What You Came For”

Best Collaboration 

Fifth Harmony f/ Ty Dolla $ign “Work From Home”

Best Hip Hop Video

  Drake “Hotline Bling”

Best Pop Video 

Beyoncé “Formation”

Best Rock Video 

twenty one pilots “Heathens”

Best Electronic Video 

Calvin Harris & Disciples “How Deep Is Your Love”

Breakthrough Long Form Video

Beyoncé Lemonade

Best New Artist 

DNCE

Song of Summer

Fifth Harmony “All In My Head (Flex)”

Best Art Direction

David Bowie “Blackstar”

Best Choreography 

Beyoncé “Formation”

Best Direction 

Beyoncé “Formation”

Best Cinematography

Beyoncé “Formation”

Best Editing

Beyoncé “Formation”

Best Visual Effects

Coldplay “Up&Up”

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