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For a while there, some extremely online Millennials and Zoomers were throwing around “industry plant” to describe pretty much any artist blowing up. Chappell Roan took some hate after The Rise and Fall of a Midwest Princess became a juggernaut half a year after its release. Sabrina Carpenter got tagged as a plant when her sixth album — sixth! — vaulted her to superstardom. If the industry were tipping the scales in these artists favor, it sure had taken its time.
Both shined at the MTV Video Music Awards, what with Carpenter’s out-of-this-world set and Roan’s Joan of Arc-getup that seemed almost divinely inspired. But the VMAs also showed us what it looks like when the music industry is doing everything it can to boost an undeserving star. In this case, the mediocrity in question is Katy Perry.
Perry’s had a troubled rollout of her comeback album, between the dreadful songs, the awkward involvement of Dr. Luke, and allegations of defiling natural wonders. It’s never good when you’re saying, “Maybe the VMAs will help her career,” but Perry is surely hoping the VMAs will help her career. And she was honored at the 2024 ceremony with two less-than-timely awards: a Michael Jackson Video Vanguard Award, MTV’s version of a lifetime achievement honor, and the VMAs Most Iconic Performance Award, which was bullshit.
For the Iconic Performance category, Perry won for her sleepy 2013 rendition of “Roar.” It has some nice sets and costumes, but it was not a particularly energetic performance even by Perry’s tranquillized standards. Her win came despite the fact that she was in a stacked category facing 2009 Lady Gaga, Eminem in 2000, a young Taylor Swift, and not one, but two Madonna performances: 1984, and the epic kiss-off with Britney Spears and Christina Aguilera in 2003.
MTV honored the worst performance in the category, and I doubt anyone but the most diehard of Perry stans would disagree. They might have done this because Perry was the only nominee willing to perform last night, or because her label made some promises or threats, or because the only person they let vote was Orlando Bloom. But it wasn’t because of the merits.
Of all the world’s injustices, an award going to the wrong person is pretty minor. But next time you hear someone say “industry plant,” remember the 2024 VMAs (or don’t, I’m not a cop). Because the most powerful people in music really do throw their weight behind certain artists. If they can’t make her next song better, they can at least make the VMAs a little worse.
