// BBC ENTERTAINMENT & ARTS — MODA & SOCIETÀ
Taylor Swift dominated the VMAs, but do music videos still matter?
Taylor Swift became the most successful artist in the history of the VMAs on Sunday
We're far from the days of blockbuster music videos playing back-to-back on TV channels like MTV.
Catchy hooks and sleek dance routines now dominate social media feeds, each hoping to stop people in their tracks long enough for them to give a new song a chance.
The evolution of this landscape was cemented last year when MTV axed five music channels in the UK after almost 40 years of rolling footage.
But despite the broadcaster reacting to the changes in viewing habits, its Video Music Awards (VMAs) still appear to hold power over music A-listers.
Pop music heavyweights, including Taylor Swift, Madonna and Charli XCX, were among those who turned up on Sunday to accept prizes and deliver dramatic performances.
Cinematographer Melissa Cofie tells BBC Newsbeat that while these award shows "may seem very performative to others", they are "so important" to those in the music industry.
"The sleepless nights, the months, the weeks that it takes to put together a music video, it's almost as much work as you would put into a film itself," she says.
But do music videos still hold the same importance for fans as they once did?
Graham Norton and Domhnall Gleeson were among the stars who featured in Taylor Swift's Opalite video