You Can Now Use Alexa to Vote for the MTV Video Music Awards

One of the ways the network is engaging with fans

It's the first time fans can vote in a major awards show using the voice assistant. Sources: MTV, Amazon

For the first time, fans will be able to use Alexa to vote in a major awards show.

MTV partnered with Amazon to allow fans to cast their vote for artist of the year at the MTV Video Music Awards using Amazon’s voice assistant. The magic words are, “Alexa, vote for the VMAs” and the device will cast the vote.

“We want customers to be able to ask Alexa for help with anything and that means helping third party developers create rich voice experiences for Alexa—from checking an account balance to calling a cab or even voting for the MTV Video Music Awards,” Steve Rabuchin, vice president, Amazon Alexa, wrote in an email.

Using Alexa is one of the ways MTV is trying to engage with fans. The network used social media influencers to announce this year’s categories through videos on IGTV and will also accept votes via direct message on Twitter for the best new artist category.

“We’re thrilled the VMAs will be the first major awards show to use an Alexa skill for audience voting,” said Jacqueline Parkes, CMO & evp, Digital Studios for MTV, VH1 and Logo, in a statement. “At MTV, we’re constantly pushing ourselves to be market trendsetters by incorporating innovative technology that reaches our audience in new ways.”

The 2018 MTV VMAs are scheduled to air live from Radio City Music Hall on Aug. 20.

@SaraJerde 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.