30 Seconds To Mars, Beyoncé Hunt For Art Direction Supremacy: Better Know A VMA Category

Posted 19 hrs ago by MTV News in VMAs

The 2010 MTV Video Music Awards are fast approaching, which means that in only a few weeks you'll be treated to an excellent night of performances and appearances by the likes of Eminem, Kanye West, Justin Bieber, Drake, Florence and the Machine, B.o.B and Deadmau5 (who will serve as the house DJ at the show). While people tend to remember the classic performances and the unhinged moments, the coveted Moonman is the reason why people show up and tune in. This year, there are 16 categories wherein some of the biggest music stars in the universe will compete for the coolest trophy in awards shows. Today, we take a look at the nominees in the Best Art Direction category.
The MTV Video Music Award for Best Art Direction might be the most esoteric of all the Moonmen handed out, if only because it's so difficult to quantify what makes great art direction. It's a measurement of overall excellent, with the most colorful, visually creative, aesthetically stunning clip usually taking the prize. That will be easy this time around, as the five videos nominated in this category all create incredibly deep worlds that feel completely lived-in and thoroughly thought out, whether they are based in relative reality (the abandoned streets of Los Angeles in 30 Seconds to Mars' "Kings and Queens"), highly stylized alternate worlds (Beyoncé's "Video Phone") or fantastic dystopias (Eminem's "Not Afraid"). Those three clips will get competition from Florence and the Machine's "Dog Days Are Over" and Lady Gaga's "Bad Romance."
In the past, the winner of Best Art Direction typically contains visual cues that have rarely been seen in the past. For example, Gaga's "Paparazzi" took home the prize in 2009, as that clip featured sets, costumes and effects that were fully integrated into the narrative and the vibe of the song. Other past winners include Red Hot Chili Peppers' "Dani California" in 2006, Outkast's "Hey Ya!" in 2004, Michael and Janet Jackson's "Scream" in 1995, Nirvana's "Heart Shaped Box" in 1994 and Peter Gabriel's "Sledgehammer" in 1987.
Based on those past winners, it seems like the video that goes the most over-the-top is destined to win, which is why Beyoncé's "Video Phone" appears to have this one in the bag. But she could easily see a challenge from "Bad Romance" and "Dog Days Are Over," as both of those clips are visually striking and seem to created entirely different universes in which the artists can explore and play. To find out who reigns supreme in the Best Art Direction category, you'll just have to watch.
The 27th annual MTV Video Music Awards will be broadcast live from the Nokia Theatre in Los Angeles on September 12 at 9 p.m. ET. Fans can go to VMA.MTV.com (or text VMA to 97979 for Verizon subscribers) to vote for the winners from now through September 12.