unmuted

Rossi Ivanova

Lady Gaga, Tate McRae, and Sabrina Carpenter were among the winners at the 2025 MTV VMAs (Getty)

The 2025 MTV Video Music Awards showcased how quickly award shows are changing. What used to seem like an exclusive industry ceremony, kind of like the Met Gala,  has evolved into a combination of fan driven influence and formal recognition. The power of voting, new categories, and worldwide fans at this year’s VMAs changed the definition of fandoms in the digital sphere. For upcoming celebrities, such as Sabrina Carpenter, Tate McRae, Rosé, and Alex Warren, the VMAs served as more than simply a ceremony; they were an artistic battlefield where the winner was decided by visibility, talent, and fan interaction.

The huge impact of fan voting, which began weeks before the live event and continued into the ceremony for major categories, was one part of the night everyone was most excited for. This development reflects a significant cultural shift in internet communities, stan culture, and how online engagement is used to measure an artists’ popularity rather than solely relying on industry insiders and critics which before was deemed to seem unfair. Voting drives, meme campaigns, and streaming parties were organized by fans on TikTok, Instagram, and X. Fans group actions were similar to a political organization, but their main objective was to help their favorite new upcoming artist win a VMA award. For younger celebrities, whose internet careers are developed in real time, this is particularly crucial. For instance, fan-led publicity really benefitted Sabrina Carpenter. Compared to many well-known artists like Mariah Carey, her fans were more active on social media platforms by sharing videos, and advocated for her nominations. This kind of fan traction is rewarded by the format of the VMAs itself, the awards feel more like a part of an ongoing internet discussion than a one night event since the winners of categories, such as Song of the Summer and Best Pop Artist depend heavily on audience participation.

The pop culture scene was further remodeled with the introduction of new award categories in 2025. MTV is adapting to the digital area and social media platforms by algorithms rather than radio charts, as seen by the expansion of genre categories including Best Pop Artist, Best Country Video, and improved worldwide categories, for artists from different countries, and that sing in different languages. The fact that young audiences listen to music represented by a variety of languages, cultures, and genres is reflected in these revisions. Fans in 2025 follow more than just American pop stars, they also follow Afrobeat artists, K-pop idols, rising independent musicians, and TikTok musicians. The best example of this change is Rosé’s breakthrough at the VMAs. She showed how Western award shows are embracing the worldwide reach of fanbases by winning Song of the Year. Rosé’s fans are scattered all across the world, proving that influence now knows no geographical boundaries. 

Alex Warren wins the Best New Artist Award at the 2025 MTV Video Music Awards on September 7th, 2025. Roy Rochlin/Getty Images for MTV

Even artists that began their path to fame as influencers were  highlighted during the VMAs. A decade ago, Alex Warren’s journey from YouTube creator to charting artist seemed almost impossible to him. He went on to win Best New Artist. His victory demonstrated how difficult it is to distinguish between influencers and celebrities. Engagement, relatability, and the capability to build a solid, long-lasting fan base is what matters, particularly when it comes to voting.

However, this change also emphasizes how young stars, especially women, are under more and more pressure to stay ‘relevant’. Platforms want them to be personalities, activists, fashion icons, entertainers, and content producers all at once. Sabrina Carpenter’s VMA presence evolved beyond her musical talents to include Instagram-ready attire, TikTok-ready remarks, and viral red carpet moments. Similarly, Tate McRae had to strike a balance between a natural personal and polished performance with intricate choreography, like her Revolving Door/ Sports Car rendition performance after receiving the award. This all demonstrates the complex strategies, and preparation, necessary to be successful in the 2025 celebrity environment.

Tate McRae Revolving Door/ Sports Car Performance at the 2025 VMAs, September 7th, 2025. Manny Carabel for Getty Images

Comparisons are so funny, because even if you’re not intentionally doing something, the comparisons just always come in. I remember this when I was 15 too. I got compared to so many artists. You can never come out and just be your own person.… You’re like, oh wow, that’s such an honor. You even like [it], but then also you’re trying to pave your own way as well.” (Tate McRae for Harper’s Bazaar at the 2025 VMAs)

Ultimately, the 2025 VMAs show that celebrity culture is now a mutual decision between critics and fans. The artist, the platform, the algorithm, and the fans all work together to write it. New categories reflect shifting cultural preferences, fan voting empowers viewers, and emerging stars are validated not just by winning awards but also by dominating the online sphere and social media platforms. The VMAs actively shape contemporary culture rather than just reacting to it, and to help accommodate the new generation of superstars, as well as their fan bases. This implies that fame is more than simply skill, in a world where exposure is created by one post online, one trend, and one vote at a time, it’s about community, involvement, and being given the chance to grow as an artist by your fans.