I'll start with the technical awards, since those are most removed from being a straight-up music popularity contest. I don't have any qualms with the tech winners. I think they're as they should be. So there.
2012 MTV VMA TECHNICAL CATEGORY WINNERS
BEST DIRECTION — M.I.A. "Bad Girls" is my pick for the most ambitious and striking video of the bunch. And maybe of the year. That said, I do love me that head crotch video that Keith Schofield directed for Duck Sauce, but it probably got overlooked for the same reason comedies never win Best Picture .
M.I.A. "Bad Girls"
Romain Gavras, director | Mourad Belkeddar, producer | Iconoclast.tv, production co |Andres Chemetoff, DP
BEST CINEMATOGRAPHY — This category is all about wide open vistas, which "Bad Girls" has plenty of, especially thanks its exotic locale. There's also some tricky planning and camerawork with the car ballet scenes. Winning cinematogrer Andre Chemetoff also shot the nominated Lana Del Rey "Born To Die" video.
M.I.A. "Bad Girls"
Andre Chemetoff, DP | Romain Gavras, director | Mourad Belkeddar, producer | Iconoclast.tv, production co
BEST EDITING — I thought "Countdown"had the most impactful editing in a video. Also loved the edit in "Paris," but a live video wasn't gonna get the same respect.
Beyonce "Countdown"
Alexander Hammer & Jeremiah Shuff, editors | Beyonce + Adria Petty, director | Caleb Omens, producer |Parkwood Ent/awhitelabelproduct, production co. | Labuda Management, rep | Jim Fealy, Ed Burke, DP | Annique DeCaestecker, Ellen Clark, exec. producer
BEST VISUAL EFFECTS — I'd have thought this would be between Copa Network's vfx for "Turn Me On" and Ghost Town Media's intricate 3D'ish fire work for "Burn It Down." But I can see how this Skrillex clip feels fresher and a bit more natural, which is an unintuitive, yet valid way of judging vfx.
Skrillex "First Of The Month"
The Deka Brothers & Tony T. Datis, VFX | Tony T. Datis, director
BEST ART DIRECTION — My pick was WEWEREMONKEYS for Of Monsters And Men "Little Talks," but "Wide Awake" was just as elaborate and poppier. And had Katy Perry in it. Which always helps.
Katy Perry "Wide Awake"
Benjamin Bamps, production designer/art director | Tony T. Datis, director | Dawn Rose, producer | DNA, production co | Stephane Valle, DP | |Ingenuity Engine, vfx | Missy Galanida, David Naylor, exec. producers | Danny Lockwood, commissioner
BEST CHOREGRAPHY — This category is like Best Cinematography: Big is always viewed as better than intimate. This was the big set-piece , extended dance sequence of the bunch.
Chris Brown "Turn Up The Music"
Rich + Tone & Flii Stylz, choreograhers | Chris Brown, director | Riveting Ent., production co. | Andrew Listermann, producer
POPULAR CATEGORY WINNERS
VIDEO OF THE YEAR — I (kinda) called this a year ago. "Bad Girls" and many other videos are higher on my personal list, but when someone like Rihanna makes a video like this, it has more resonance.
Rihanna f/ Calvin Harris "We Found Love"
Melina Matsoukas, director | Juliette Larthe, Ben Sullivan, producer | Prettybird, production co | Paul Laufer, DP | Jeff Selis, editor | Mark Geraghty, production designer | Kroma, vfx | Candice Ouaknine, exec, producer
BEST MALE VIDEO — Director Sam Pilling's video for Usher "Climax" was my pick, but I could see how that was a bit grown-up for this audience.
Chris Brown "Turn Up The Music"
Chris Brown, director | Riveting Ent., production co. | Andrew Listermann, producer | Rich + Tone & Flii Stylz, choreographers
BEST FEMALE VIDEO — I liked "We Found Love" here, but then it won Best Video, so why argue?
Nicki Minaj "Starships"
Anthony Mandler, director | Heather Heller, producer |LET Films, production co | Malik Sayeed, DP | Jeff Selis, editor | Ciarra Pardo, exec. producer
BEST POP VIDEO — They're the biggest pop act in the world right now. The video makes them look like they came tumbling out of Abercrombie & Fitch catalog, which makes sense since John Urbano is the photographer who basically definied that brand's look. I personally like "Payphone" and "We Are Young" here, but Pop should go to Pop. And this is Pop.
One Direction "What Makes You Beautiful"
John Urbano, director | HSI, production co.
BEST ROCK VIDEO — I don't even consider "Paradise" to be a rock song. Director AG Rojas shoulda won for Jack White "Sixteen Saltines," but was probably way too extreme to have a shot here.
Coldplay "Paradise"
Mat Whitecross, director | Pulse Films, production co
BEST HIP-HOP VIDEO — Nothing but Mazels on this one.
Drake f/ Lil Wayne "HYFR"
Director X, director | DNA, production co
BEST EDM VIDEO — I like "Big Bad Wolf" best and am surprised Skrillex wasn't coronated. This category is too specific a genre for me to get too worked up about one way or another.
Calvin Harris "Feels So Close"
Vincent Haycock, director
BEST NEW ARTIST — This isn't really a video category. Frank Ocean is the most intriguing new artist. "We Are Young" is my favorite video and song. But, Pop wins in the end.
One Direction "What Makes You Beautiful"
John Urbano, director | HSI, production co.
BEST VIDEO WITH A MESSAGE — I wonder if this will ever a category again?
Demi Lovato "Skyscraper"
Mark Pellington, director
MOST SHARE-WORTHY VIDEO — Sharing is not caring.
One Direction "What Makes You Beautiful"
John Urbano, director | HSI, production co.
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