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Taylor Swift has broken the record for the most MTV Video Music Award wins, with The Fate of Ophelia taking video of the year. [1]
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Swift’s video beat Storm by Gener8ion and Yung Lean for the top award. The result puts a spotlight on a format that cinematographer Melissa Cofie says has changed with the rise of TikTok, Instagram and YouTube. She told BBC Newsbeat that artists now use videos more to express their vision and connect with audiences, rather than as an essential part of promoting a release as they did in the 2000s. [1]
The platforms carrying videos are changing, too. Swift’s video for Opalite appeared exclusively on Spotify and Apple Music in February, reaching YouTube 48 hours later. [1]
For the people making music videos, the awards still matter, Cofie said. She described productions that can take weeks or months of work, even as the ways audiences encounter them change. [1]
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