The 2014 VMAs - Too Cool?

I guess I'm getting old ... "getting!!"

I tried with earnest to watch the MTV VMAs last night, mostly because for my work it's important to stay on top of pop culture.   I hear the music, I know the names, so I want to see the "stars" do their thing and I want to hear their acceptance speeches in person.  I want to see the people behind the pop.

I couldn't last thirty minutes.  I guess I'm getting old.

I'm sure it's just me, but they all seem to be trying too hard to be cool.  The clothing, the language, the body gestures ... it all seems so forced and so contrived.  Everything seems to be done for the shock value of it, all to be caught by the camera.

"Coming up, a shocking performance from Beyonce," must have been repeated four times in the short time I watched.  Got it, she'll be doing something soon and it'll be shocking.  Big shock.

Even the camera seems to be trying too hard as it angles around, hoping with earnest to "catch" the moment.  The lights are flashing around it, and everyone is twerking to the lens.  Not to the music but to the lens.

I couldn't last thirty minutes.

Yes, I heard about the snake bite and I witnessed the cover-up for the wardrobe malfunction.  This morning I heard about the picture-perfect, perfectly time acceptance speech from Mom, Dad, and child.

Just seems so purposeful to me.  Can't these folks just play music and sing?

Now clearly I'm not in the target market, and that is part of the point.  That's why I want to watch pop culture shows like the VMSs because I'm not the target and I want to keep learning.  I'm in marketing and I need to know what's important to the younger generation.  Is this what's important?

As for the marketing, I was so overloaded by the show itself that I couldn't even focus on any of the advertising or the social commentary.  I felt like a deer in headlights!

I know I'm going to sound like an old man, but I have to say ... is it that important to be so cool?

What's your experience?  JIM.