The MTV Video Music Awards (VMAs) have always been a cornerstone of pop culture, capturing the spirit of each musical era and showcasing the brightest stars of the industry. This year’s ceremony, scheduled to air live from New York's UBS Arena on September 7, promises to be no different.
As always, the event celebrates the best in music video production, creative direction, and performance — but with a key twist: winners are chosen by fans. This adds an interactive and highly personal edge to the VMAs, helping to drive global buzz, passionate debates, and fierce support among music lovers.
Leading the 2025 nominations is none other than pop icon Lady Gaga, who has roared back into the spotlight with 12 nominations — the most of any artist this year. Gaga’s presence at the top of the list is hardly surprising. Known for her relentless reinvention, powerful vocals, and genre-defying artistry, Gaga continues to push creative boundaries. Her latest album, Monsters of Light, has been widely praised for its emotional depth, sonic experimentation, and bold visuals. The music video for her chart-topping single "Die with a Smile," a collaboration with Bruno Mars, has particularly caught the attention of fans and critics alike.
Close on her heels is Bruno Mars, who racked up an impressive 11 nominations. While widely recognized for his retro-inspired sound and suave stage presence, Mars' recent work showcases a more mature and emotional side. His collaboration with Gaga not only showcased his versatility but also highlighted his strength as a visual storyteller. His solo effort, "Velvet Skies," also earned several nods, including Best R&B Video and Song of the Year. For Mars, this year’s VMAs mark a continued evolution from hitmaker to serious artistic force.
Beyond Gaga and Mars, a wide array of artists have made strong showings across the nomination categories. Kendrick Lamar, a consistent critical darling and lyrical powerhouse, is back in the spotlight with nominations including Best Hip-Hop Video, Video for Good, and Best Cinematography. His latest video, “Mirror Maze,” delves deep into the complexities of identity and social justice, continuing Lamar's legacy of fusing activism with art.
Representing K-pop’s global influence, Blackpink’s Rosé has received multiple nominations for her solo project "Silver Tears." This marks a significant moment for the singer, as she continues to distinguish herself as a solo artist beyond her success with the group. Rosé is up for Best K-pop, Best Choreography, and Best Art Direction. Her delicate yet powerful vocals, paired with high-fashion visuals, have resonated with fans worldwide.
Pop sensation Sabrina Carpenter is also enjoying a breakout year. Her viral hit “Espresso Heart” earned nominations in categories such as Song of the Summer, Best New Artist, and Best Pop. With her sharp lyrics, confident persona, and ever-growing fan base, Carpenter is clearly becoming one of the most talked-about pop stars of her generation.
Other notable nominees include Ariana Grande, who returned this year with her dreamy, theatrical album Ethereal State, earning nods for Best Visual Effects and Artist of the Year. Billie Eilish, always a VMA favorite, received several nominations for her moody, surreal visual “Phantom,” while Charli XCX garnered praise for her genre-blurring track “Speed Drive,” nominated for Best Editing and Best Dance Video. The Weeknd also received a handful of nominations for his darkly atmospheric project The Pale Hour.
This year’s VMA lineup reflects a music landscape that is increasingly diverse and collaborative. Artists are crossing genre boundaries, working across cultures, and using visual media to push their art forward in powerful new ways. It also highlights a generational shift — with Gen Z and millennial artists leading the charge, using platforms like TikTok, Instagram, and YouTube to drive massive engagement and redefine how music reaches the world.