There's nothing like a little publicity -- or a lot. Take, for instance, the foul-mouthed, Twitter-addicted rapper Tyler the Creator, who won the 2011 MTV Video Music Award for Best New Artist. His entire career seems to have been born of hype and publicity, but even he became a virtual self-hype publicity machine at the 2011 VMA's in Los Angeles Sunday evening. His shocking win over Wiz Khalifa, Big Sean, Kreayshawn, and Foster The People would have been enough for headlines, but the L.A. rapper also dissed Bruno Mars, cursed profusely during his acceptance speech, and fell into the arms of Kanye West. And if that weren't enough, he capped it all off with another diss for Bruno Mars backstage.
As Zap2It reported, it all began during the MTV Pre-show when Tyler the Creator, after discovering that Bruno Mars was leading on the Tweet Tracker (which keeps tabs on Twitter traffic), told MTV host Sway that Bruno Mars' music "sucked." Not only that, but he added that if Mars beat him in the Video of the Year category (Mars' "Grenade" was up against Tyler's "Yonkers"), "I might kill myself."
Fast forward to the Best New Artist presentation, where actor Taylor Lautner and singer/actress Selena Gomez announced that Tyler the Creator was the 2011 MTV VMA Best New Artist. The producers at MTV were undoubtedly relieved that they had the delay system in place, because what followed was mostly indecipherable for all the cussing going on. Tyler told the audience he hadn't written a speech, which may have been evident:
"Yo, I'm excited as f--- right now, yo," he said. "I wanted this sh-- since I was 9. I'm about to cry. This is for my little brother Earl. He's not here right now. I really can't believe I'm here right now. I didn't write a thank you speech. I don't know. F---. To all the kids watching, you can do this sh--. Thank you."
A reporter asked if he had "regrets" or would "like to take anything back" that he had said earlier about Mars. Tyler said, "This guy wants a good story. No, I still hate that dude's f---ing music. He put on a good performance, but I still hate his music."
Then, during the MTV post-win interview, Tyler indulged in a little drama, whispering to Jasper Dolphin, a fellow member of Odd Future Wolf Gang Kill Them All, Jasper Dolphin, all of his answer's to MTV's questions. That performance was also enough to garner a few headlines. As for being disappointed about not winning Video of the Year (which went to Katy Perry's "Firework"), "I just wanted one; I'm fine."
Which probably means he won't be killing himself anytime soon.
When asked about his mention of wanting to cry, he said, again through Dolphin, "It was really hard, but [the tears] came out when I fell offstage into Kanye's arms."
Undoubtedly, Tyler the Creator believes that all publicity is good publicity. Given the media response to all the Bruno Mars dissing, the cursing, the falling (into Kanye West's arms), and winning the Best New Artist Award, it looks as if he just might be correct.
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- Tyler the Creator
- Bruno Mars
- Kanye West
- Bruno Mars