MTV Finally Gives Country Music Its Moment

Forbes

12 hours ago

For more than 40 years, the MTV Video Music Awards have ranked one of the biggest and most nights in music. The ceremony has introduced, dropped, and revived dozens of categories throughout the decades, but somehow, in all that time, country music never had a category of its own. Finally, after decades, that's changed.
This year, the VMAs debut Best Country Video, a long‑overdue recognition of one of America's most popular genres. It arrives alongside another new honor, Best Pop Artist, in an expanded list of possible winners.
Six Nominees Compete for First Best Country Video
The inaugural Best Country Video race includes Chris Stapleton's 'Think I'm In Love With You,' Cody Johnson and Carrie Underwood's 'I'm Gonna Love You,' Jelly Roll's 'Liar,' Lainey Wilson's '4x4xU,' Megan Moroney's 'Am I Okay?,' and Morgan Wallen's 'Smile.'
Country Nominees Appear in Other Races
Morgan Wallen is one of just seven artists competing for Artist of the Year, alongside Beyoncé, Kendrick Lamar, and Taylor Swift. He's also in the running for Best Album with I'm The Problem.
Jelly Roll appears in the Best Hip‑Hop category as a featured artist on Eminem's 'Somebody Save Me,' which is also up for Video for Good.
Country Stars Outside the Country Category
Several country acts earn nominations this year without competing in Best Country Video. Ella Langley is up for Best New Artist. Bailey Zimmerman and Luke Combs share a nod in Best Collaboration for 'Backup Plan (Stagecoach Official Music Video),' while Blake Shelton is featured on Post Malone's 'Pour Me A Drink' in that same field, where they'll compete against heavy hitters like Bruno Mars and Lady Gaga, the most nominated artist this year.
Decades of VMAs Without a Country Category
The VMAs have long been known to feature a revolving door of categories. Some were staples for years before being retired, like Best Stage Performance in a Video, Viewer's Choice, Best Concept Video, and Best Video Game Soundtrack. Others — such as Best Latin and Best K‑Pop — were introduced more recently as MTV responded to changing tastes and global music trends.
Somehow, until now, country music never received the same treatment. That's despite the genre's massive sales and streaming numbers, its dominance on the charts, and its own thriving music video tradition. Now, the style, which has been gaining ground recently – even Beyoncé put out a country album – is earning its moment.