A platform for creative expression, the MTV Video Music Awards have been a significant factor in making music video culture what it is today. On September 11, New York City’s UBS Arena witnessed the 2024 MTV VMAs celebrating four decades of visual art innovation in music and iconic popular culture moments. American production designer Matt Steinbrenner returned for the 2024 event to put together a spectacle that represents the evolution of stage design and the culture and history of the event. The iconic ceremony has been a barometer of cultural shifts since its inception in 1984, blending music, fashion and cultural discourse into one explosive night of artistic expression. From Lady Gaga’s eccentricity in fashion to jaw-dropping performances by Britney Spears, the show has consistently birthed popular culture moments that disrupted societal expectations, redefining norms. The ever-evolving nature of the VMAs such as the show structure, performance concepts, award categories and production designs is a result of embracing the cultural shift, diversity and complexity of the entertainment industry over the years.
Steinbrenner and executive producer Jesse Ignjatovic started conceptualising the 40th anniversary edition of the show in January. “This idea of bridging digital into physical—of the past to the future—seemed to resonate for this anniversary milestone,” the production designer mentioned on his Instagram account, detailing the theme of this year’s celebration. The colossal, inflatable figure of a 60-foot-tall Moon Person was meticulously detailed and fabricated to seem like a solid structure, peeking from a video monolith and extending 55 feet into the physical space of the UBS Arena. The contemporarily reimagined symbol of MTV pays tribute to its past while setting the stage for what is to come. The figure’s visor is digitally integrated through projection mapping to become a display for the performances, announcements and memories of nostalgia. The Moon Person’s transportation from a digital to a physical realm, along with the intricate use of digital technology to make the previous VMAs relevant in modern times, signifies transformation, both for the legacy of the VMAs and the ever-changing nature of the music industry.
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The Moon Person served as the centrepiece for the stage design, with its visor displaying videos through projection mapping Image: Courtesy of MTV -
Inflatable elements such as the Moon Person and the Moon were made to appear solid using fabrication techniques Image: Courtesy of MTV
Steinbrenner’s work for the 2024 VMAs spearheaded production design by introducing four distinct stages with unique vantage points and ambience. The main arena featured two 60-feet wide and 40-feet deep parallel stages, flanked by expansive video walls providing an immersive experience. One of the defining characteristics of the event is its ability to keep the audience at the heart of the event through innovative stage layouts. The multi-layered stage setups facilitated performances and experiences that were distinct and representative of the artists and their acts. A compact, central fan stage with a square footprint of 20 feet extended from beneath the Moon Person, bringing the audience up close to their favourite pop stars for unforgettable intimate interactions. The fan stage was capable of rising to 19 feet in height, adding to the visual dynamism of the setting and capturing the attention of the attendees. This interaction is emblematic of the VMAs’ ongoing effort to democratise the music experience, where fans are not just observers but an integral part of the spectacle. The Fandom Stage, fourth in the array, was positioned among tiers of spectators to provide opportunities for dramatic sequences on a 24×16 feet lift that elevated the artists to magnify the impact of their entrance and anticipation of their acts.
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The lighting design and screen visuals acted as distinct backdrops to cater to the themes of all performances Image: Courtesy of MTV -
The performance stages offered a grand spectacle from nearby tiers of audience Image: Courtesy of MTV
This year’s VMAs set the stage for monumental success in pop music, with several artists making history. Taylor Swift became the most decorated solo artist in the history of the show, having won 30 trophies between the 2009 and 2024 editions of the event and winning seven awards in the 2024 VMAs including Artist of the Year and Video of the Year for her track Fortnight, featuring Post Malone. Megan Thee Stallion not only performed her latest hit songs but also debuted as a VMA host. 2024 Video Vanguard Award honouree Katie Perry’s breathtaking mid-air performance utilised multiple stages and mechanisms, making it one of the most vibrant performances of the evening. 2024 Best New Artist awardee Chapelle Roan’s act stood out as a mediaeval fantasy theme on an otherwise futuristic and seemingly otherworldly aesthetics of the stage design and performance elements.
Over the past decade, Matt Steinbrenner, founder of Stein Design Studio, has become a trusted design partner for the VMAs, while also creating standout designs for TV, theatre and live events across the United States. Having worked in live TV specials and award shows for nearly two decades, his extensive work spans TV design for shows such as the 2023 MTV VMAs, 2023 and 2024 NBCUniversal Upfront event for Radio City and American actor and singer Ben Platt’s 2024 Honeymind Tour. His notable TV art direction projects include The 2020 Democratic National Convention, Academy Awards, MTV VMAs for 12 years, GRAMMY Awards and MTV Europe Music Awards. Bagging an Emmy Award for Art Direction and several Art Director’s Guild Awards throughout his career, Steinbrenner has earned his status as an ambitious art director and a production design visionary. For VMAs’ 40th anniversary, along with honouring the legacy of the event, he fused art, design and technology to create a visually striking show, redefining the notions of live performance design.
Marking four decades of influence on music video culture, the 2024 VMAs blended cutting-edge technology with a sense of nostalgia, igniting anticipation for the future instalments of the music festival. As the show maintains its relevance in entertainment, it solidifies its legacy as a dynamic showcase for music, art and popular culture. With each edition, the VMAs consistently push the envelope in innovation and production, providing a space for cultural commentary that resonates with the present day.
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