While perhaps less flooded with music programming than it was in the past, MTV still delivers on pop culture touch points, as the chatter around last night’s Video Music Awards (VMAs) shows. A large number of viewers took to Twitter and Tumblr to talk about what was happening on their TV screens– or the live-stream that MTV conveniently provided, an appropriate nod to viewers who have grown up in the digital age.
So what was the activity breakdown? Twitter saw 3.9 million tweets from 1.3 million contributors. One Direction, current kings of pop, provided the most retweeted tweet from member Niall Horan:
That one tweet saw 55,664 retweets and 2,130 replies.
1D wasn’t the only act to get buzz, however; Miley Cyrus, Ariana Grande, Macklemore and Justin Timberlake also saw a lot of mentions.
MTV’s Twitter account was the number one contributor to the conversation, followed by Perez Hilton, MTV Spain, People Magazine and MTV News. Top hashtags included #vmas, #vma, #instarazzi, #the2020experience, and #MTV. #Instarazzi perhaps points to celebrity Instagram posts, either directly from the celeb themselves or an Instagram shot of them from someone else. Two of Justin Timberlake’s Instagram shots were in the top five tweeted URLs of the evening.
Over on Tumblr, 1.1 million contributors generated 2.1 million posts earning 1.9 million likes– that’s huge for Tumblr in a live viewing. The most reblogged post was this one (possibly NSFW if you have delicate sensibilities or don’t enjoy seeing a large, superimposed image of Billy Ray Cyrus on anything) with 84,735 reblogs and 60.483 likes. 1D and Miley Cyrus were most buzzed about on Tumblr as well as Twitter, with Lady Gaga, Taylor Swift, and ‘N Sync joining them.
‘N Sync’s reunion performance capped off Justin Timberlake’s VMA medley.
Going by top tags on Tumblr, Rihanna was also a popular artist mention of the evening, along with two specific members of 1D; top retweeter Niall Horan and perpetual fan favorite Harry Styles.
- miley cyrus
- one direction
- harry styles
- lady gag
- niall horan
MTV’s Tumblr was also the top contributor to the topic, but put out most of its posts on the subject prior to the show rather than choosing a live-blog approach.
Did you watch the VMAs? Better yet did you post about it on Twitter or Tumblr?
Fine print: This includes all Twitter and Tumblr activity posted during the day of 8/25/13 (EDT), using a set of VMA-related keywords. Most buzzed-about musicians determined by the most popular tweets (by retweets) and posts (by notes).
GIF credit: Uproxx