In a move that feels both retro and refreshingly on-brand, MTV is returning to its roots in the week leading up to the 2025 Video Music Awards.
From September 1 through September 7, the network will run 24/7 music video programming across its secondary channels — MTV2, MTV Live, MTV Classic, and MTV Biggest Pop — giving fans a bingeable countdown to the big show.
For a generation that associates MTV more with reality TV than actual music, this temporary programming shift is part nostalgia trip, part hype machine. It’s also MTV’s way of reminding viewers that before the memes and messy on-stage moments, the VMAs were (and still are) about the music videos themselves.
More than 700 music videos will air during the marathon week, spanning decades and genres. MTV has curated themed blocks designed to spark both fan excitement and conversation:
Best of the ’80s: A neon-drenched lineup spotlighting the golden era when MTV literally launched careers overnight.
Celebrity Cameos: From blink-and-you’ll-miss-it guest spots to full-blown star power, this block revisits how music videos became Hollywood’s coolest side hustle.
Most VMA Victories: Celebrating artists who’ve collected the most Moon Person trophies, with clips of their award-winning hits.
Craziest Videos Ever: A high-energy montage of visuals that pushed boundaries, from surreal storylines to over-the-top production.
Interwoven into these blocks will be artist and celebrity interstitials — think quick commentary and behind-the-scenes anecdotes from the likes of Paris Hilton, Olivia Rodrigo, Chappell Roan, Teddy Swims, and more. It’s a blend of old-school viewing and modern celebrity culture designed to keep audiences glued between videos.
For years, MTV has weathered criticism about straying too far from its musical DNA, leaning heavily into reality programming like Jersey Shore or The Challenge. The week-long return of videos is both a marketing stunt and a statement. Ahead of one of its biggest annual events, MTV is deliberately spotlighting the art form that the VMAs were built to honor.
It’s also a clever play to capture multiple generations of viewers: Older fans who grew up watching music videos as daily TV staples will relish the nostalgia.Younger audiences — who primarily watch videos on YouTube or TikTok — get a curated crash course in the genre’s evolution.
By broadcasting on secondary channels, MTV avoids disrupting its main reality-driven lineup, while still building buzz around the VMAs.
What makes this year’s experiment notable is how it reframes MTV’s identity just in time for the VMAs’ biggest night. The 2025 ceremony itself will celebrate legends like Mariah Carey (Video Vanguard Award) and Busta Rhymes (Rock the Bells Visionary Award), while honoring rising stars like Tate McRae and Conan Gray. The week of videos sets the stage perfectly, reminding audiences of music video history while pointing toward its future.
VMAs 2025 air live on September 8 at 3:00 a.m. (EAT), simulcast on CBS, MTV, and Paramount+.