MTV's Video Music Awards turned 25 Sunday night and celebrated with a ho-hum ceremony that only served to drive home the enormous gulf in modern pop music when it comes to depth of material and star power.
Once again, Rihanna displayed a presence far superior to her peers though it's doubtful anyone over the age of 30 is paying attention; Christina Aguilera demonstrated attributes that clearly place her as the strongest overall performer with Disney in her teen credentials; and Lil Wayne, an inexplicable powerhouse, let his drawers droop and a bakcing track roll and his corner of marketplace went wild. Go figure. Meanwhile, Kanye West, backed by an army of drummers, operates on a plane that others just do not visit.
There were a host of bombs and question marks elsewhere, starting with host Russell Brand, whose "humor"  or even "style" never clicked. Whew! Talk about "not ready." The man made jokes about being big in the U.K. but that did not conceal his mediocre material and horrid delivery.
Elsewhere: Kid Rock continues to be the model of non-originality as he sang over the chords  of "Werewolves of London" and "Sweet Home Alabama" and the room responded by sitting on its collective hands; and the Jonas Brothers need to hear the clock ticking as their magnetism feels like it will expire by the end of 2009. They delivered a truly uneventful performance.
Held on the Paramount Studios backlot, show was a bit of corporate synergy intended to allow the acts to connect with Hollywood history that mostly did not pan out. Pink made the most out of it, moving between a tenement street  and a stage,  intentionally losing a significant piece of clothing along the way; her performance, like Aguilera's, had a power and conviction most of these acts seem incapable of  conveying.
Trophy-wise it served as a Britney Spears lifetime achievement tribute but poor Ms. Spears appears fit for the cameras but not prepared to speak - she delivered the same speech twice and gave the superficial "this is for the fans" dedication on her third visit to the podium.
Much as awkward actors and casts of shows and movies that few have heard of talked about historically significant videos and acts, 25th edition was a reminder of how this show is a shadow of its former self. The crowd seemed nonplussed by the bulk of the activities. An improvement, as a telecast, over last year's mess from Las Vegas, but MTV execs may be scrambling come Monday to mention anything as unpolished as the first hour of this year's VMAs. Perhaps it's just another indication of the channel's lack of interest in music of videos, choosing to peddle celebrity at all cost, even when the cost is a reputation.

Story by Andrew Barker

Reversing a 27-year policy, MTV announced today that it will begin accepting political advertising on all its networks not aimed at children. TV Week Reports:

"The channel, part of Viacom’s MTV Networks unit, says it will now take political ads, though only from political candidates and party political committees—not the third parties that often lob the biggest bombs."

"As recently as the presidential primaries this year, MTV had refused all political ads, even as it has heavily promoted its “Choose or Lose” get out the vote effort."

A presumably significant beneficiary of this policy would be youth-skewing Barack Obama, who revealed the contents of his iPod to Rolling Stone's Jann S. Wenner for the magazine's cover story, which went online today.

While the Senator has invoked Jay-Z several times before (whether intentionally or not), he now offers a full-fledged endorsement:

(Also on the prospective presidential playlist: The entirety of Bob Dylan's "Blood on the Tracks" as well as the rip-snorting "Maggie's Farm," and all five records from Stevie Wonder's '70s golden period. Considering that the current office-holder finds later-period Beatles too "weird" for his tastes, this has to be considered a step in the right direction.)

The unspectacular Video Music Awards drove the point that so much of modern music is disposable.
Highlighting songs with the shelf life of bread crumbs, Britney Spears' ill-prepared, lip-synch performance provided the perfect distraction. While Kanye West, Justin Timberlake and Foo Fighters will have long careers and make some of pop's most memorable  songs, there's little sense that these will be remembered as classics a decade from now.  Good as Kanye was, there's only one "Jesus Walks"; Timberlake  could get away with remaking "Sexy Back" for his next four albums and fans would probably not notice.
Meanwhile...
While West's performance was one of the better ones on the show, he says he will not appear on the network again. Ever. 
Roger Friedman says Britney Spears' horrid performance kills off hopes for significant sales of her Nov. 13 release - and he blames her manager.
Mark Caro come up with advice for other pop tartlets who see the VMAs as a comeback arena.
Time magazine's blogger had a good take on the deterioration of MTV.
Like an episode of "Cops," one scraggly tattooed longhair dude is charged with beating on another scraggly tattooed longhair. Rather than fighting over some crack addict, this gal was pretty.