Originally posted on Quartz:
Despite myself, I wanted to watch the MTV Video Music Awards this year. I wanted to see Nicki, Taylor (and squad), and maybe Beyoncé, and relish the painfully awkward moments that live awards shows so reliably deliver. I understand MTV is trying to reach those pesky, cord-cutting millennials with a recent rebranding that integrates elements of internet ubiquity such as emojis, rainbows, and Miley Cyrus into a lo-fi, neon pastiche. You know, the stuff kids like.
I’m a little old for this—I was born in 1981, incidentally the same year as MTV—which, by some measures, makes me one year senior to the oldest millennials. (I write this with the side-eye of a high school sophomore observing incoming freshmen.)
I was willing to tolerate Miley and her tongue in order to enjoy the rest of this year’s show—maybe she’s this generation’s Max Headroom?—and figured it would be no problem…
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