• The Hollywood Reporter on LinkedIn
  • Follow THR on Pinterest
SEP
6
2 YEARS

MTV Video Music Awards 2012: VEVO Expert Predicts Justin Bieber, One Direction to Win

Will it be a teen sweep on tonight's big show? Guest blogger Scott Reich breaks down the VMAs' five biggest categories.

Justin Bieber One Direction Split - H 2012
Getty Images

So far, 2012 has been a banner year for music videos as we’ve seen huge breakthroughs from artists like Carly Rae Jepsen, Katy Perry and LMFAO. In fact, videos are increasingly becoming more experimental, theatrical and even comedic. Who will reign supreme in the five biggest categories at the 2012 MTV Video Music Awards? On behalf of VEVO, the world’s leading all-premium music video and entertainment platform, I have some predictions. Check them out below:

Category: Best Pop Video

Nominees:

  • Fun. Feat. Janelle Monae “We Are Young”
  • Maroon 5 Feat. Wiz Khalifa “Payphone”
  • One Direction “What Makes You Beautiful”
  • Rihanna Feat. Calvin Harris “We Found Love”
  • Justin Bieber “Boyfriend”

Predicted Winner: Justin Bieber “Boyfriend”

Simply put: fans love the Biebs. I predict that he will win Best Pop Video thanks to die-hard Beliebers around the globe. In fact, Justin’s more grown-up video for “Boyfriend” was one of VEVO’s top 5 most socially engaged videos on our platform between April and June of this year alone and boasts over 140 million video views. He was VEVO’s very first CERTIFIED artist this year, an honor he achieved when several of his music videos reached over the 100 million view milestone.

Category: Video Of The Year

Nominees

  • Drake Feat. Rihanna “Take Care”
  • Gotye Feat. Kimbra “Somebody That I Used to Know”
  • Katy Perry “Wide Awake”
  • M.I.A. “Bad Girls”
  • Rihanna Feat. Calvin Harris “We Found Love” 

Predicted Winner: Rihanna Feat. Calvin Harris “We Found Love” 

As one of the most watched videos for the entire year (with over 200 million views on VEVO), Rihanna’s “We Found Love” featuring Calvin Harris proved to be a mega-hit in 2012. While Katy Perry’s dreamy fairytale-esque video for “Wide Awake” was as captivating as the song was catchy, Rihanna just might take the cake for this major award. RiRi has utilized various social media platforms encouraging her strong Navi to vote for her and they will likely come out in full force for their pop princess.

Category: Best New Artist

Nominees

  • Carly Rae Jepsen “Call Me Maybe”
  • Frank Ocean “Swim Good”
  • Fun. Feat. Janelle Monae “We Are Young”
  • One Direction “What Makes You Beautiful”
  • The Wanted “Glad You Came”

Predicted Winner: One Direction “What Makes You Beautiful”

Whether you love it or hate it, “Call Me Maybe” was a hit that catapulted newcomer Carly Rae Jepsen to the spotlight. That said, I don’t think Carly will snag the top prize this year. Frank Ocean also deserves a notable mention -- with his highly praised recent debut album, Channel Orange, he proved a great new addition to the R&B scene.

My overall pick is the UK’s own One Direction (one of the most successful LIFT artists VEVO has ever featured) who has taken the US by storm. With their enthusiastic fans and make-you-sing-along lyrics, the teen heartthrobs are poised to win. I also can’t argue with over 225 million video views for “What Makes You Beautiful!”

Category: Best Female Video

Nominees:

  • Beyoncé “Love On Top”
  • Katy Perry “Part Of Me”
  • Nicki Minaj “Starships”
  • Rihanna Feat. Calvin Harris “We Found Love” 
  • Selena Gomez & The Scene “Love You Like A Love Song”

Predicted Winner: Nicki Minaj “Starships”

Ms. Minaj faces some tough competition against former Disney star Selena Gomez and new-mom Beyoncé, though the boss of the Barbz can hold her own. The stunningly beautiful island beaches and Nicki’s neon green hair sealed the deal for this video. Most of all, we can’t wait to see what outrageous outfit she will be wearing at the show!

Category: Best Male Video

Nominees:

  • Chris Brown “Turn Up The Music”
  • Drake Feat. Rihanna “Take Care”
  • Frank Ocean “Swim Good”
  • Justin Bieber “Boyfriend”
  • Usher “Climax”

Predicted Winner: Drake Feat. Rihanna “Take Care”

When two powerhouses team up on a song, you can’t ignore it. Drake and the lovely Rihanna prove just that with the mellow video for “Take Care.” Ri's ex Chris Brown does give the duo a run for their money with his make-you-move party jam “Turn Up The Music,” but the overall aesthetic and beautiful imagery in “Take Care” reigns supreme this time around.

Who do you think will win this year? Let us know in the comments below.