MTV VMAs: Justin Out-Classes Madge And Britney

Faux lesbian kisses, too much attention paid to the size of women’s butts and a variety of off-colour jokes marred this year’s MTV Video Music Awards, which were held last night (August 28) in New York. The VMAs have always stood out from other stodgy awards show — the celeb fashions have been more casual, the presenters more inebriated, the performances flashier and the whole ceremony generally more fun than uptight shows like the Grammys or the Junos. But, the problem with any entertainment vehicle that relies on shock tactics is they have to out-do themselves year after year. In recent years, the VMAs have been more about selling the sizzle and awkwardly trying to raise a few eyebrows than actually celebrating any sort of youth culture spirit. Pick up any mainstream paper this morning and you’ll find a photo of Madonna delivering Britney Spears an open-mouthed kiss. The kiss came during the VMAs’ opening number, which had Britney and Christina Aguilera dressed as boy toy brides singing Madonna’s "Like A Virgin" before Madge herself emerged from a giant wedding cake, belting out her new single "Hollywood" (yes, the same one that’s in the new Gap ad). While the whole thing, like anything on the VMAs, was little more than an advert for Madonna’s new album, American Life, it was actually kind of fun to see the pop icon shimmy around with her junior protegees. And I will admit that the kiss was pretty hot (Madonna also kissed Aguilera, but the MTV cameras were more concerned with getting a shot of Justin Timberlake’s non-reaction than getting footage of a second lip lock), it was hardly the subversive event that MTV has been peddling it as. This was PR manipulation at its shrewdest — Brit gets to seal her new "I’m not a virgin anymore" image and Madonna, who’s desperation for a hit has only been highlighted by her Gap ad, becomes current again. In contrast to Brit and Madge’s stunts, Spears’ ex-manfriend (and the biggest winner of the night) Timberlake, was a pinnacle of restraint. Dressed in a smart suit and refraining from either putting anyone down or talking about booty, Justin may not have actually deserved to beat out Johnny Cash in a couple of categories — but at least he admitted it, calling for the audience to deliver the Man In Black a round of applause. He also gave props to Lifetime Achievement Award winners Duran Duran — but I am the only one who noticed that he brushed off Roger Taylor’s attempt at a handshake? As for the rest of the show, it was your usual assortment of abusive jokes from Chris Rock and, with the exception of Coldplay’s out-of-place performance (omigod, there was no dancing, surprise guest appearances or explosions!), a string of production extravaganzas. What will MTV do next year to top it all off? After this year, I for one, may not bother tuning in to find out. —Elizabeth Chorney-Booth