Winning a VMA doesn’t come with a paycheck — but it can launch an artist’s career into a whole new stratosphere.
The 2025 MTV Video Music Awards (VMAs) on September 7 at UBS Arena in Elmont, New York, served up blockbuster moments. Lady Gaga walked away with Artist of the Year and Best Collaboration (for “Die With a Smile” with Bruno Mars), Ariana Grande took Video of the Year and Best Pop Video for “Brighter Days Ahead,” and Rosé made history as the first K-pop soloist to win Song of the Year. Mariah Carey finally accepted the Michael Jackson Video Vanguard Award, after nine nominations and decades of shaping pop culture.
Given the spectacle, it’s easy to assume there’s a big financial prize behind those glittering trophies. But that’s not how the VMAs work. According to reporting from The Richest, winners receive Moon Person statuettes — but no guaranteed cash prize.
Instead, the value lies in the ripple effects: prestige, exposure, and momentum. A VMA win can turbocharge streaming, concert ticket demand, merchandise sales, and brand deals. Just like the Super Bowl halftime show, VMAs function less as a payday, and more like a global megaphone — a spotlight moment that artists and their teams can strategically leverage.
Stars dazzle on the red carpet, showcasing fashion and excitement at the MTV Video Music Awards.
What the Trophy Really Means
Winning a Moon Person is far more than a ceremonial moment — it’s a symbol of success, cultural relevance, and industry momentum. When an artist takes home a VMA, it can trigger a measurable boost in streams and sales, as both casual listeners and dedicated fans revisit or discover their work. The heightened attention often translates into increased concert demand, allowing performers to negotiate higher fees for live shows. Beyond financial leverage, the recognition carries significant branding value.
A VMA win elevates an artist’s profile, making them more appealing to sponsors and opening doors to partnerships or endorsement deals. It also strengthens bargaining power in broader industry negotiations, from label contracts to publishing agreements. In essence, the Moon Person functions as a prestige asset — a tool for amplification and career acceleration, rather than a direct paycheck.
Historical Context: Awards Without Cash Are the Norm
This approach is not unique to the VMAs. Many major entertainment awards, including the Grammys, prioritize recognition over direct financial compensation. While there’s no guaranteed monetary reward, the exposure these awards provide can be invaluable. In today’s streaming-driven industry, visibility often translates into real revenue.
High-profile appearances or wins can generate millions of additional streams, social media engagement, and public interest, often outweighing the impact of any hypothetical cash prize. The award itself becomes a catalyst for opportunities that are otherwise difficult to manufacture, reinforcing the idea that prestige can be as valuable as immediate financial gain.
Sabrina shines on the red carpet at the MTV Video Music Awards, turning heads with her stunning look.
How Winners Can Capitalize on a VMA
Though a VMA win does not come with an upfront prize, it offers artists a platform to amplify their work strategically. Many capitalize on the moment by releasing new content, deluxe editions, or special versions of their winning songs, leveraging heightened fan engagement. Awards can also serve as the perfect backdrop to announce tours, residencies, or other live events, where media attention amplifies ticket sales. Similarly, the recognition allows artists and their management teams to pitch brand collaborations with greater credibility, using the accolade as a form of validation.
Media coverage often follows naturally, from interviews and magazine features to television appearances, particularly for artists who achieve historic milestones, such as Rosé becoming the first K-pop soloist to win Song of the Year. In this way, the Moon Person transforms from a simple trophy into a marketing and career-enhancing tool.
LATEST STORIES:
Real-Life Succession Battle Ends: Lachlan Murdoch Takes the Helm
Neymar and the Billion-Dollar Inheritance: Fact, Fiction, and What We Know
What It Doesn’t Deliver
It’s important to set realistic expectations. A VMA win does not guarantee immediate financial reward, nor does it automatically ensure long-term success. While some artists experience a surge in attention and career momentum, others may see only modest gains if underlying strategies, releases, or promotions are not strong.
Awards amplify what is already working, providing a moment in the spotlight rather than a solution to deeper industry challenges. The true value lies in how effectively artists and their teams leverage the recognition to build exposure, influence, and sustained opportunities.
Frequently Asked Questions
Do any MTV awards give cash prizes?
Generally, no — major MTV award shows like the VMAs focus on recognition rather than direct payments. Revenue gains come indirectly, via exposure and promotional leverage.
Can a VMA win directly increase streaming revenue?
Absolutely. When an artist wins, listeners often return to or discover their work for the first time. This can result in millions of extra streams, which translate into real dollars over time — especially if the artist’s catalog is available on major platforms.
How did past VMA winners respond to their wins?
Many winners publicly thanked fans, teased new projects or tours, or timed new releases to follow their award win — turning the moment into a momentum boost. The win becomes part of the narrative.
What’s the value of winning a Video Vanguard Award compared to a genre or video category award?
The Video Vanguard Award is more of a lifetime-achievement honour than a single‐video trophy. It tends to carry more media attention, and winners often capitalize on it with retrospective performances, reissues, or legacy branding — so its indirect value can be higher.
Rosé makes history as the first K-pop soloist to win Song of the Year at the 2025 MTV Video Music Awards.
Final Word
A VMA win doesn’t come with a cheque. But the Moon Person is far from empty symbolism. For many artists, it’s a critical lever they — and their teams — can pull to amplify visibility, accelerate streaming, lock in better gig deals, and punch up media narratives.
If you want a trophy that looks good on the shelf but actually works as a marketing tool, a VMA win can still be one of the smartest plays in the modern music business.
