= female singer-songwriter

With the (ever-increasing) rise of the internet

as a music video and promotion platform, I feel

that exposure measured by views on Vevo

(Youtube) is fast becoming the superior way to

measure a video’s success as apposed to

profit.

I feel this rivals profit due to the fact that

exposure via views will have a positive knock-

on effect in the music, merchandise and

performance tickets sold as their fan base

consequently grows.

Up against acts like The Black Keys,

Arctic Monkeys and Linkin Park, Lorde

was awarded Best Rock Video at

the 2014 MTV Video Music Awards for

her song "Royals” despite it not being

a rock song

Miley Cyrus has swung her way to a new 24-

hour record for views across Vevo, as

her "Wrecking Ball" video racks up 19.3 million

views, smashing previous champs One

Direction and the 12.3 million views their "Best

Song Ever" clip attracted in one day in July.

When Cyrus posted a link to the "Wrecking Ball" video on Monday, she included the

hashtag #WreckTheRecord -- a reference to her goal of earning the most VEVO views

in a 24-hour period. The "We Can't Stop" video previously smashed the one-day record

upon its June release with 10.7 million views, but that tally was topped by One

Direction.

The MTV Video Music Award for Best Female Video is one of the original general awards that has been handed out every year since the first annual MTV

Video Music Awards in 1984. In 2007, however, the award was briefly renamed Female Artist of the Year, and it awarded the artist's whole body of work

for that year rather than a specific video. In 2008, though, the award returned to its original name. Madonna is this award's biggest winner and nominee, as

three out of her twelve nominated videos have won this award.