The Buzz: 2022 MTV Video Music Awards

Brand Implications

MTV’s Video Music Awards took the main stage this summer. Brands looking to connect with audiences through the power of music videos should note that VMA-nominated videos get much higher viewership—but getting in early on music trends is key to capitalize on extra impressions generated by award nominations.

A recent report showed drastic streaming increases of LatinX and international videos among US audiences, with viewership of non-US content often outperforming US artists’ videos (Luminate). Placement in much of this content comes at a major discount when compared to US-based talent. By aligning with non-US artists, brands have the opportunity to expand their global outreach while still engaging key audiences in the States. 

BEN Takeaways


This year’s ceremony made history for its recognition of artists that aren’t from the United States. Blackpink became the first female K-Pop act to win the prize for ‘Group of the Year’, and Bad Bunny became the first non-English-language performer to win the coveted ’Artist of the Year Award’. The awards,—with a pre-show and on-air replays—averaged 3.9 million viewers across airings (Nielsen) and grew 3% compared to 2021. While ratings drift downward on other award shows, the VMAs found a way to flip the script by justly awarding non-US artists and increasing appeal to a global demographic.  

spotlight on mental health

In recent years, artists have used personal platforms to bring to light a long-ignored issue: mental health. Nicki Minaj — along with co-hosting the show and receiving the ‘Michael Jackson Video Vanguard Award’ — chose to address the subject in her acceptance speech. Minaj “wished Whitney Houston and Michael Jackson were still here, and that people took mental health seriously and understood what they were going through, even after thinking they had the perfect lives.” Brands can tap into the cultural spotlight on important social issues by working with and aligning with today’s can’t-miss artists.


Nominations for music videos featuring product placements secured by BEN (2 wins)

Building relationships with emerging and non-US artists pays dividends for brands. Finding the next breakout artist takes a mix of art and science — and often risk. Videos featuring integrations by BEN had 14 nominations and 2 wins this year alone. Our expertise and access to inside information from exclusive relationships help brands execute successful music campaigns with ease.

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Talk to BEN’s Influencer Marketing and Product Placement teams about how we can help you achieve your brand goals.
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