A Wide Net — But Not Quite Wide Enough

The 2025 MTV Video Music Award nominations have been announced, boasting a diverse lineup with 33 first-time nominees. Pop icons Taylor Swift and Beyoncé even earned artist of the year nods without releasing music videos during the eligibility period (June 20, 2024 – June 18, 2025). Bruno Mars racked up 11 nominations — all for collaborations — second only to Lady Gaga.

But amid the celebration, a number of major music videos failed to make the cut, leaving fans and industry watchers scratching their heads.

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BigXthaPlug & Bailey Zimmerman — All The Way

Despite racking up over 32 million views, the cross-genre hit All The Way — blending rap from breakout star BigXthaPlug with rising country talent Bailey Zimmerman — was completely overlooked. Its strong viewership and genre-crossing appeal seemed like a natural fit for a nomination, but it didn’t land a single nod.

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Mariah the Scientist — Burning Blue

Mariah the Scientist’s Burning Blue has pulled in 21 million views in just three months, making it one of the fastest-rising R&B visuals of the year. Still, the acclaimed video — praised for its sleek direction and emotional resonance — received no recognition from MTV.

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Lisa’s Collaborative Power Plays

Lisa of Blackpink fame did earn one nomination for her collaboration Born Again with Doja Cat and Raye in the best K-pop category. But many expected more, especially given her high-profile collaborations this year:

• Lisa & Rosalía — New Woman: A high-concept, star-studded video that amassed 40 million views in its first week.
  
• Lisa & Tyla — When I’m with You: A sultry, dance-heavy visual with 21+ million views.
  

Despite their popularity, neither video found space in the best collaboration category.

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The Weeknd — Dancing in the Flames

While The Weeknd earned several nods for Timeless and Hurry Up Tomorrow, another hit from his latest album, Dancing in the Flames, was left in the cold. The cinematic video — shot on an iPhone 16 Pro — features a surreal sequence in which The Weeknd is hit by a semitruck and miraculously recovers. With 70 million YouTube views, its omission feels particularly glaring.

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Kesha — Boy Crazy and Joyride

Kesha’s much-discussed comeback era hasn’t yet been embraced by MTV. Her self-directed Boy Crazy, released in June, sparked social media buzz for its unapologetic feminist message. And Joyride, an action-packed November 2024 release featuring desert chases and campy shootouts, showcased her flair for spectacle. Both videos, however, went unrecognized.

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The Bottom Line

The 2025 VMAs clearly aimed for broad representation — but even with dozens of new names in the mix, some of the year’s most compelling music videos were overlooked. Whether these omissions are due to stiff competition or shifting industry tastes, they’ve sparked a conversation about what it takes to make the cut in an era when viral reach and artistic ambition don’t always guarantee awards-show recognition.

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