Ten years ago today, the infamous Kanye West/Taylor Swift incident took place at the 2009 VMAs. We're taking a look at how this moment permanently cranked up the speed and volume of music media coverage
. Kanye West runs onstage to protest Beyoncé not winning! Oh man, this just turned into an episode of ‘Monday Night Raw,’ and Kanye is the heel. There’s chaos. Taylor is totally confused. The cameraman has no idea where to go. Everyone in the press room is confused.. Reporters crowding around Taylor as she describes what happened. She was excited that Kanye was there… Oh man, she’s describing this as it’s being shown on the TVs.
He remembers emailing back-and-forth -- not group-texting, as he would today -- with coworkers who were stationed on the VMA red carpet and inside of Radio City Music Hall, where the ceremony was held, gathering details that would prove valuable when eventually writing the night’s biggest headline. The media landscape is no longer a stranger to such thinkpieces that rope pop culture events into larger discussions of more dire issues, and while such an approach would seem to demand increased nuance, those critiques are coming out faster than ever. O’Neal sees this as an “increased need to find these minor controversies and react to them, in order to stay on top of the traffic wave as it's cresting.
Johnston agrees, adding that if the 2009 VMAs played out today, “the coverage would probably play out on social media, for the most part, and it would be even more insufferable than it was 10 years ago.” Over the past decade, this has drastically diminished the access that reporters have to celebrities. “You see that now with high profile artists,” says Cantiello. “Beyoncé, Taylor, and even Kanye rarely do press. If they have a message, they share it directly.
But with celebrities now more able than ever to control their own narratives, to script their own headlines, how can journalists and critics cover major cultural events to attract readers?
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