Maroon 5 frontman Adam Levine is not a fan of MTV’s Video Music Awards. In a tweet on Saturday, one of the judges on NBC’s The Voice wrote, “The VMA’s. One day a year when MTV pretends to still care about music. I’m drawing a line in the sand. f**k you VMA’s.”
The criticism comes to the popular cable network within the past few years because the network has featured a smaller amount of music videos compared to its early years. Instead, the network has focused on popular reality series, such as Jersey Shore — which to MTV’s credit is not only the number one series on cable amongst young adults, but has often challenged many broadcast television titans in the past two years.
The network, which celebrates its 30th anniversary this month, dwindled its music video airings in early-mid 2000s. In 2000, an average day had about eight hours of music videos aired, but just eight years later, just three hours of actual music videos aired per day on the network. The network at the time internally blamed it on the rise of the Internet as well as dwindling ratings for the actual music videos versus reality and scripted programming.
MTV actually replied to Levine’s tweet in a form of promotion late Saturday. “Soooo you’ll be tuning in at 9/8C tomorrow right? BTW, bonus points if you TwitPic your 2004 Moonman,” the network said, referring to the Moonman award Levine won in 2004 for winning the Best New Artist of the year award.