MTV EMAs: Duran Duran to Receive New Video Visionary Award

Duran Duran Publicity 2010
Stephanie Pistel

'The Wild Boys' will make history in Milan.

MTV said Friday that a brand new award to be dished out at Sunday night’s MTV EMAs at the Mediolanum Forum in Milan will go to Duran Duran.

The members of the band will be the first-ever recipients of the new MTV Video Visionary Award.

The new award honors music pioneers who have made an undeniable impact on music videos throughout the history of the art form. MTV said in a statement that the British band has influenced generations of rock bands with its unique style since the birth of MTV.

“It is no coincidence that our rise was paralleled by the growth and ultimate world domination of MTV. The birth of music videos as a way to simultaneously bring our music to a global audience revolutionized the business,” said Duran Duran of the honor. “We took this new short form of filmmaking and tried to make it our own."

Added the band: "We have had some incredible experiences over the years making our videos. We have worked with some of the most talented directors in the world – without whom we would not be honored here today. We are really proud to be the recipients of this new award. Thank you MTV.”

The EMAs will be hosted by Ed Sheeran and Ruby Rose. Performers include Pharrell Williams, Justin Bieber, Macklemore & Ryan Lewis and Andrea Bocelli among many others. Duran Duran will perform a special show Saturday night at Milan's iconic Piazza del Duomo.

Voting for all categories ends midnight on Saturday at