2012 MTV Video Music Awards: Who Will Win Best Female Video?

Robbie Daw | September 4, 2012 12:36 pm

After previously taking a closer look at the acts up for Best New Artist and Best Pop Video at this coming Thursday’s MTV Video Music Awards, it’s now time to turn our focus to the ladies of pop in the Best Female Video category. The network likely had a tough time narrowing the nominees down to just five, since there was plenty of female-driven fodder to choose from . Some divas, like Britney Spears, Lady Gaga and Lana Del Rey, were snubbed altogether in this area. So let’s head below and see who all was nominated, who we think will win and who we think should win.


Beyonce“Love On Top”
Selena Gomez & the Scene“Love You Like A Love Song”
Nicki Minaj“Starships”
Katy Perry “Part Of Me”
Rihanna featuring Calvin Harris“We Found Love”

THOUGHTS ON THE NOMINEES: Given that Beyonce performed her 4 song “Love On Top” — not to mention revealed her baby bump — at the 2011 VMAs, she’s officially come full circle now with the tune’s Best Female Video nod. The song itself has a decidedly retro vibe, and Bey kicked it even older school by co-directing (with Ed Burke) a visual that gives a knowing wink to classic R&B vocal groups like New Edition and The Temptations.

Meanwhile, Selena Gomez took things even further back in time for part of her “Love You Like A Love Song” video, where she appears decked out in full Classical era garb (complete with a towering powdered wig and vintage ornate frock). The clip, which was co-directed by Geremy Jasper and Georgie Greville, also pays homage to Japanese karaoke bars by featuring the singer both belting out her hit song on stage and appearing in the cheesy video on the screen behind her. “Love You Like A Love Song” makes a strong contender here, as, video aside, it became one of Gomez’s biggest radio hits to date.

Next up is Nicki Minaj’s “Starships”, which found her pairing up with director Anthony Mandler and showing off her ample curves in a pink bikini. Yeah, some other stuff happens in the vid. But, really, pink bikini — that’s the takeaway, no?

On the other hand, Katy Perry skipped sexy (and colorful hair) for a change and headed into the military following a bad breakup  in “Part Of Me”. The singer was newly separated from husband Russell Brand at the time, and she and director Ben Mohr went for authenticity by spending three days shooting the video at Camp Pendleton in Oceanside, California.

Rounding out the nominees is Rihanna’s “We Found Love”, one of the most-nominated visuals this year. We’ve already discussed this Melina Matsoukas-directed clip, since it’s also up for Best Pop Video — and we noted then that it deserved to win in that category for artistic vision alone.

WILL WIN: We’re thinking it’s between pals Nicki and Rihanna. And once again we’re going with RiRi. “We Found Love” is undeniable high quality eye candy. But after she snags all these awards, we’re recommending she take a nice break from the pop game for six months (or even a whole year). The Barbadian diva may have found love — along with a creative high point — here, but her subsequent singles and accompanying videos have left something to be desired. Sometimes less truly is more, RiRi.

SHOULD WIN: Rihanna, for the reasons stated above. Plus, she’s up against much stiffer competition in the Video Of The Year category, so this would be the place for her to triumph. But, again, girl — please take a long vacay after this.

Who do you think will win Best Female Video at the 2012 MTV VMAs? Let us know below, or by hitting us up on Facebook and Twitter!