All I can say is IT’S ABOUT TIME. Since the beginning of her music video career around the “If You Had My Love” era, Jennifer Lopez has had nothing but dope music videos. Danny Lockwood and his creative team over at Capitol Records always has their game on point when it comes to presenting her with the very best music video treatments. (A music video treatment is the concept of a music video written up by the director and presented to the video team at their record label). As far back as I can remember the Video Vanguard Award being given, I’ve always thought that it should go to J.Lo, and this year they got it right.
For those of you who don’t know about this award, it was started in 1984, and is awarded to the artist who has the very best music videos. In the past some recipients have been, David Bowie, Kanye West, and Tom Petty. Madonna became the first woman to claim the prize in 1986, followed by Janet Jackson, Britney Spears, Beyoncé, Rihanna, and Pink. J.Lo will be the 7th woman to get this well deserved award. The MTV Video awards is always sketch in my opinion. I don’t feel like they award the videos as they should be, for being the “best”, creatively anyways. The winners always seem to just be the most popular by artist and song, but the Vanguard Award is the true video honor, for not only the artist, but the directors and video teams involved.
I’m not even sure I can name all of my favorite J.Lo videos because there’s so many, but I’ll just list a few of my favorites below.
The MTV VMA’S are scheduled to air on August 20th. Tune in for a special performance by J.Lo herself.