Programming & Performance

MTV VMAs Will Feature Over 6 Minutes of Branded Content From Toyota and Pepsi

Viacom looks beyond the usual commercial break

Lizzo smiling in a denim jacket and red corset on a blue background
Lizzo is one of several artists paying tribute to Missy Elliott in a Pepsi branded content spot airing during the VMAs.Pepsi
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By Sara Jerde

This year’s MTV VMAs are rethinking branded content. The 2019 Video Music Awards will feature in-show integrations, experiential pop-ups and more innovations that use the name power of some of the biggest brands to celebrate VMA artists.

The VMAs—airing tonight on MTV—will feature more than six minutes of branded content from Toyota and Pepsi, who opted for a more integrated approach as opposed to traditional 30-second spots. It’s the most branded content to ever appear in a single telecast from parent company Viacom.

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Headshot of Sara Jerde

Sara Jerde

Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.

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