Published on March 24th, 2017 | by Tammy Perez


MTVU Woodie Awards at SXSW 2017

You’ve come a long way, baby.

August 1st, 1981 birthed the beginning of an era for a brand new format in TV networking: music television. From the very first Apollo 11 moon landing montage, Generation X’ers eagerly embraced the brand new video music format, subsequently spawning the creation of a brand new descriptor for the colorful personalities that introduced the music and interviewed new artists – VJs.

Originally promoted as a “top 40” music station, over the years the network embraced all types of music from rock to punk to dance wave, rap, hip hop, and more and eventually delivering reality programming and animation, and exploring social conscience issues, further defining the brand from a simple music video station into diverse brand affiliations.

Fast forward over 35 years later.

MTV proves it is still a major presence, having adapted to changing viewership, gaining the interest of the newer generations with its programing and cultural impact.

A large part of today’s MTV generation is focused on the college and university population with a new branch of networking delivering recognition and opportunities in the form of MTVU, broadcasting college-related content, music, and educational grants to over 750 college and university campuses across the United States. The MTVU Woodie Awards celebrates music most recognized by the college and university demographic with award winners most favored as best “emerging new music” by the student bodies.

The MTVU Woodie Awards is taped live during Austin’s annual SXSW music festival and features the year’s favorite and most recognized artists. This year’s lineup included host Rick Ross celebrating the release of his new album, “Rather You Than Me”, and presenting the Woodie of the Year award to electro duo The Chain Smokers, and the Woodie to Watch award to R&B performer Khalid.

This year’s main show performers also included D.R.A.M.Lil YachtyJidennaDesiigner, and Starley.

Watch the live taping and check out our gallery:


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About the Author

Austin-based professional freelance photographer specializing in music coverage and event photography. When I'm not in the photo pit I can be found rediscovering the Austin scene with my camera, good friends, and my righteous and goofy English Bulldog, Peabody. Find me here: www.TrulyGreatMadness.com

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