2011 MTV Video Music Awards Sets New Category; Best Video With a Message

MTV announced today the introduction of the first-ever pro-social category for the MTV Video Music Awards: "Best Video With A Message." This special category celebrates the powerful intersection of music and social activism, and highlights artists who created music videos with positive messages of self-empowerment or raised awareness of key social issues facing today's youth. With an outpouring of support from across the pop culture spectrum the last year, artists mobilized to support bullied youth, reject LGBT discrimination and emphasize self worth -- issues MTV has been addressing through A Thin Line, its anti-cyberbullying and digital abuse campaign, launched in December of 2009 - and now via this special 2011 MTV Video Music Award Category.

"During the past year, we've seen a remarkable number of artists use their music to explore deeply personal experiences and issues they were passionate about to create powerful videos that resonated with and inspired millions of their fans," said Stephen Friedman, president, MTV.

Each nominated video for "Best Video with a Message" is accompanied by action steps from MTV Act - MTV's online platform designed to amplify youth efforts to make things better - where the MTV audience can learn more about and take action on the issue addressed. Viewers can vote for "Best Video with a Message" starting today by visiting vma.mtv.com online or m.mtv.com on their mobile phone through August 16th.

Here are the 2011 VMA nominees for "Best Video with a Message":

P!nk - "F****** Perfect"

P!nk lets out a rally cry of reassurance for anyone who's ever felt less than perfect.

Lady Gaga - "Born This Way"

Mother Monster gives birth to a world free from prejudice, judgment and self-doubt.

Katy Perry - "Firework"

The California Gurl celebrates the spark and originality in all of us.

Eminem feat. Rihanna - "Love The Way You Lie"

Em and Rih Rih illuminate the pain and peril of domestic violence.

Rise Against - "Make it Stop (September's Children)"

Rise Against reminds LGBT teens pushed to The Edge that "It Gets Better."

Taylor Swift - "Mean"

Taylor Swift cautions negative naysayers that being mean gets you nowhere.

Viewers can vote for all general VMA categories by visiting vma.mtv.com online or m.mtv.com on their mobile phone through August 16th. In addition, Best New Artist text voting is open to all wireless carrier subscribers by texting BNA to 66333. Voting for this category continues through the show, live on August 28th. Verizon subscribers can vote on all categories via SMS by texting VMA to 66333 (standard message rates apply.)

The "2011 MTV Video Music Awards" will air live from Nokia Theater L.A. Live in Los Angeles on Sunday, August 28, 2011 at 9PM (Live ET/Tape delayed PT.) Previously announced performers for the "2011 MTV Video Music Awards" include first time VMA performers, British singer-songwriter and chart-topper Adele, and breakout band Young The Giant, as well as hip-hop mogul Lil Wayne and R&B superstar Chris Brown. MTV will announce additional performers and presenters at a later date.

The 2011 "MTV Video Music Awards" will be available to a potential viewing audience of more than 1.2 billion people via MTV's global network of more than 60 channels reaching more than 640 million households around the world as well as through syndication. In addition, its convergent programming and content will reach the entire interactive community, via MTV's nearly 200 digital media properties around the world.

The 2010 VMAs averaged a 10.0 P12-34 rating and 11.4 million total viewers, marking the network's best deliveries for any MTV telecast since the 2002 VMAs (8/29/02) as well as making it the third most watched telecast in MTV's history.

To watch video of last year's biggest moments, get the full list of last year's show winners and can check out fashion, celebrity and music commentary from the shows' red carpets, please go to vma.mtv.com.

For more information on MTV ACT, please visit act.mtv.com.

Jesse Ignjatovic/Den of Thieves is the Executive Producer for the "2011 MTV Video Music Awards." Amy Doyle, Garrett English and Dave Sirulnick are Executive Producers. Jen Jones is co-Executive Producer. Joanna Bomberg is Executive in Charge of Music and Talent. Hamish Hamilton is Director. Wendy Plaut is Celebrity Talent Executive.

Official sponsors of the 2011 MTV Video Music Awards are 5(R) Gum, COVERGIRL, Dove(R) go fresh Deodorant, Kia Motors America, PacSun, Sharpie(R), State Farm(R), Taco Bell(R) and Verizon.

About MTV:

MTV is the world's premier youth entertainment brand. With a global reach of more than a half-billion households, MTV is the cultural home of the millennial generation, music fans and artists, and a pioneer in creating innovative programming for young people. MTV reflects and creates pop culture with its Emmy(R), Grammy(R) and Peabody(R) award-winning content built around compelling storytelling, music discovery and activism across TV, online and mobile. MTV's sibling networks MTV2 and mtvU each deliver unparalleled customized content for young males, music fans and college students, and its online hub MTV.com is the leading destination for music, news and pop culture. MTV is part of MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), one of the world's leading creators of programming and content across all media platforms.

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