Winning last year's VMA for Best New Artist was a breakout moment for me.

@mtv

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Promoted product

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Why it worked

The video uses a relatable, high-emotion personal story from a known artist to build trust before transitioning into a clear, branded call to action.

Summary

Alex Warren reflects on his experience winning a VMA for Best New Artist and encourages viewers to pursue their dreams. The video serves as a promotional spot for Paramount+ to stream the VMAs.

Structure

1Alex Warren shares his experience winning a VMA
2He discusses the emotional impact of fan support
3He offers encouragement to aspiring artists
4The video pivots to a call to action for Paramount+

Product placement

Original caption

Winning last year’s VMA for Best New Artist changed @Alex Warren’s life, and your big break could be next! 🫶 #ad Watch (or re-watch!) all of this year's life-changing #VMA wins, now streaming on @Paramount+.

More from @mtv

Call to action

Watch (or re-watch!) all of this year's life-changing #VMA wins, now streaming on @Paramount+.

On-screen text

Winning last year's VMA for Best New Artist changed Alex Warren's life, and your big break could be next! 🫶 #ad Watch (or re-watch!) all of this year's life-changing #VMA wins, now streaming on @Paramount+.

Transcript

Winning last year's VMA for Best New Artist was a breakout moment for me. To be even considered in the category with people that I look up to to this day is crazy. And the fact that it was fan-voted and I ended up winning it, I can't even put into words to be supported by that many people and to ultimately just feel validated. It's just the coolest thing in the world. So, yeah, it's changed my life and I hope to anyone watching this who ever aspires to one day win, you have this, you got this in the bag, keep it up and I'm proud of you.