Credit Jaume de la Iguana
Global megastar, GRAMMY® and Latin GRAMMY® Award winner Shakira is set to receive MTV’s prestigious Video Vanguard Award, presented by Toyota. This marks the first time the award has been given to a South American artist. Shakira will not only accept the award but also perform for the first time on the MTV stage in 17 years. The event is scheduled to take place at the 2023 “VMAs,” airing live from Prudential Center on Tuesday, September 12 at 8PM ET/PT.
Shakira, a 4-time “VMAs” winner, secured her first Moon Person back in 2000 for International Viewer’s Choice (Latin America North). This year, she’s been nominated in four categories: “Best Collaboration,” “Best Latin” (2x), and the highly-coveted “Artist of the Year.”
Bruce Gillmer, President of Music, Music Talent, Programming & Events at Paramount and Chief Content Officer, Music, Paramount+, lauds Shakira’s global influence and musical prowess. He highlights her role as a trailblazer for women worldwide and a pioneer in globalizing Latin music. Gillmer also emphasizes her enduring impact on the music scene and her consistent ability to create and entertain at the highest level.
Shakira’s recent achievements include being the first female vocalist ever to debut in the Billboard Hot 100’s Top 10 with a Spanish-language track. This occurred with both “BZRP Music Sessions Vol. 53” and “TQG.”
Notably, Shakira recently secured the top 3 spots on the Billboard Latin Pop Airplay Chart, a feat never before accomplished in the list’s nearly 30-year history.
Earlier this year, she shattered 14 GUINNESS WORLD RECORDS with “BZRP Music Sessions Vol. 53.” These records include the most streamed Latin track on Spotify in 24 hours, the most viewed Latin track on YouTube in 24 hours, and the fastest Latin track to reach 100 million views on YouTube.
Past recipients of the Michael Jackson Vanguard Award include Beyoncé, Nicki Minaj, Madonna, Janet Jackson, LL Cool J, Jennifer Lopez, Rihanna, Justin Timberlake, and Missy Elliott. The honor was shared by David Bowie, The Beatles, and director Richard Lester at the first-ever VMAs in 1984.
Shakira’s memorable “VMAs” moments include her fiery 2002 debut performance of “Objection (Tango)” featuring belly dancing and a crowd surf. In 2005, she made history with the first all-Spanish performance, captivating fans with “La Tortura” feat. Alejandro Sanz. Her last “VMAs” performance was in 2006 with collaborator Wyclef Jean for their hit single “Hips Don’t Lie.”
Her impressive “VMAs” stats include multiple wins for “International Viewer’s Choice (Latin America North),” a Moon Person for “Most Earth Shattering Collaboration” with Beyoncé for “Beautiful Liar,” and numerous nominations.
Toyota Motor North America’s involvement with the 2023 “VMAs” encompasses their fifth year as sponsor and their first association with the Video Vanguard Award. In the past, Toyota sponsored the Toyota Stage with remote performances.
To celebrate Shakira’s career and the Video Vanguard tribute, MTV and Toyota will present longform, music-centric content produced by Paramount Brand Studio. This content will debut during the VMA broadcast and include a Shakira fan viewing party, offering exclusive behind-the-scenes moments.
Dario Spina, CMO of Paramount Brand Studio, expresses enthusiasm for integrating partners into cultural conversations through storytelling. Toyota’s partnership with the VMAs has brought groundbreaking performances, and this year, they celebrate Shakira’s impact and musical journey as the Video Vanguard winner.
Jessamine Merrill, General Manager of Media and Digital Engagement at Toyota Motor North America, shares their excitement for collaborating with the VMAs to recognize and celebrate Shakira as a Latin icon and global superstar.
