Singer Taylor Swift will reportedly debut a video for her song “Wildest Dreams” on the night of this year’s MTV Video Music Awards.
The VMAs will be held on Aug. 30 and Swift herself is nominated for various prizes, such as video of the year and best female video.
“Dreams” is a track on her latest album, “1989,” which was released in 2014. Swift posted a brief preview of the video for “Dreams” on her Twitter account and according to the preview, Swift’s new video will debut during the pre-show for the VMAs.
Swift’s “1989” has already spawned various hit songs – her song “Bad Blood,” which is nominated for various VMAs, is currently at number nine on the Billboard Hot 100 for the week of Aug. 29 and other songs from the album like “Shake It Off” and “Blank Space” have also done well.
The singer has had luck recently with debuting new music videos around awards ceremonies. Her video for “Bad Blood” debuted on the night of the Billboard Music Awards this past May and had been teased beforehand with photos of various celebrities who appeared in the video like Lena Dunham and Kendrick Lamar. The video broke a record for the number of views in 24 hours for the video service Vevo.
“Dreams” also comes with a celebrity attachment – Scott Eastwood, who starred in the 2015 romantic film “The Longest Ride,” is reportedly appearing in Swift’s upcoming video.
Swift’s strategy harkens back to a time when music videos were cultural touchstones. The anniversary of Michael Jackson’s legendary “Thriller” video premiering on MTV was celebrated when the December date rolled around, but videos are currently far less emphasized on TV – MTV itself took out the “Music Television” part of its name in 2010. Most music videos are most likely now viewed on YouTube and the dates on which the videos arrive there aren’t as trumpeted.
By contrast, Swift is making the arrival of her videos events. Plenty of hints about who would be in the “Bad” video were released before the video itself premiered and multiple media outlets called the debut of the video “highly anticipated.” Swift premiering her videos on television draws even more attention to them.
Some other artists have also recently been successful at drumming up excitement for the release of their videos – for example, the video for Nicki Minaj's 2014 song "Anaconda" garnered attention and held the record on Vevo for the most views in 24 hours before "Bad" claimed the record.