Amid Emmys weekend, MTV's biggest (only?) annual moment returns to Los Angeles with little fanfare. Here's what's here:
There is one place where MTV still delivers music: VMA parties around Los Angeles this weekend.
The VMA show itself airs Sunday night from the newly reopened Forum. It cleaves Emmys weekend and occupies what would have originally been the night of the 66th Annual Primetime Emmys.
Instead, Sunday night social media will wait for this year's Miley Cyrus-Robin Thicke or Taylor Swift-Kanye West moment as Beyonce, Maroon 5, Iggy Azalea, Usher, and Ariana Grande give MTV its one meaningful night of the year.
Seth Meyers‘ punch-up room better be watching in preparation for Monday night's monologue.
Without a franchise breaking in to the mainstream and drawing in habitual viewers to promote to (like in the halcyon days of “Jersey Shore,” “The Hills,” or “Jackass”) and a heavy reliance on on-air and social media marketing for the VMAs, if you're not already locked in on MTV channels, the promotion probably missed you.
Without a host for Sunday night's show, they have relied on performing talent to hit the press circuit and serve as pseudo VJ's.
For instance, Iggy Azalea will perform, give fashion commentary before the show, during the show, and then serve as the new host of the revived “House of Style” franchise.
In the midst of a slew of Emmy parties spread out from Thursday through Monday night, and a huge delegation of L.A. scenesters heading to the SLS Las Vegas opening this weekend, the VMAs return to L.A. has not registered on the industry's party richter.
It's a whisper in the weekend.
“I have been pitched zero (parties)! Literally,” one consumer brand manager who frequently places clients in to VMA type party sponsorships told TheWrap.
With some digging, I've seen six. Mainly are tie-ins to show sponsors.
Here's what's cooking:
Thursday, August 21
COVERGIRL and MTV Present a Beauty Block Party featuring Jessie J. and Becky G.
Boulevard 3 (6523 Sunset Boulevard), 8 p.m. – 11 p.m.
Check in with your first name, last initial.
Friday, August 22
Time Warner Cable and Lifebeat Present a 2014 “MTV Video Music Awards” Concert
Avalon (1735 Vine St.), 8 p.m. – midnight
Sam Smith and VMA performer Iggy Azalea hit the music hall.
Saturday, August 23
*Best Bet* Perez Hilton's One Night in Los Angeles
The Troubadour (9081 Santa Monica Blvd.), 7 p.m. – 12 a.m.
Mario Lavandeira is an A&R man. He's cherry picked developmental talent time and again at his series of “One Night Only” concerts tied to music festivals and the VMAs.
None of this year's names are household now, but I predict one will be at the VMAs 2015: Matthew Koma, Rixton, Tove Lo, and Echosmith are on the bill. Perez wrangled video editing app Magisto on board as a sponsor.
Downsizing from the Wiltern (where Busta Rhymes and Demi Lovato played for Kevin Bacon and family a few years ago), the intimacy of the Troubadour should make this the VMA eve hot choice.
Taco Bell & MTV Present: A VMA Artist to Watch Concert
Avalon (1735 Vine St), 8 p.m. – 11 p.m.
Charli XCX, Bleachers, and White Arrows take the stage.
Sunday, August 24: VMA Day
Caress Pre-VMA Brunch
Beso Hollywood (6350 Hollywood Blvd.), 10 a.m. – 2 p.m.
The VMA's air Sunday night, August 24 at 9 p.m. ET, tape delayed at 9 p.m. PT on MTV.
Tickets are still available to the general public starting at $97 for bad seats.