MTV's Video Music Awards are tonight, and the network is trying something new. In addition to the Miley Cyrus-curated show, MTV is making a play for a young audience on another platform — Vine. MTV is using the six-second video network for a second screen experience, and Vine's biggest stars are being enlisted to make it happen. Among a certain set, Vine stars are the new Beatles. Or at least, One Direction. Yet for most people, they're completely famous and totally unknown. Here's who you'll see tonight.
A college student and Vine star — Lizzza, or Liza Koshy, has more than 2 million followers. Lizzza has already been taking over the MTV Vine account for the last few days with a bunch of pre-show stunts.
She's also recreating music videos with strangers on Venice Beach.
Kinda Sarah, or Sarah Baska, has more than 500,000 followers on Vine, and is also taking over the MTV account before the show. She's probably best known for her One Direction Vines.
D A N A B A B Y is both a YouTube and Vine star, and has live broadcast duties — she'll be Vining on MTV's account during the actual VMAs.
With 2.4 million followers, Thompson is in the upper pantheon of Vine stars. He's been on the ground for the past few days to hype up the award show, and will join D A N A B A B Y for the live-vining of the event itself.
The musician and Vine star is one of the best examples of crossing over from the young, sometimes-insular social media platform to mainstream success. He's a bonafide pop sensation after blowing up in six-second increments, he opened up for Taylor Swift on her latest tour. He's the star not limited to MTV's Vine account — Mendes will also be presenting on the live broadcast as well.
Brendan Klinkenberg is a tech reporter for BuzzFeed News and is based in San Francisco.
Contact Brendan Klinkenberg at email@example.com.
Got a confidential tip? Submit it here.