Bob Pittman, cofounder of MTV, explained the strategy behind booking A-list performers for major events: "Once you book a couple of big stars... then others go, 'Oh, yeah, I can be on that too.'"
Pittman emphasized the importance of branding MTV through awards: "We wanted video music to be completely synonymous with MTV... we knew we needed to do an award show."
Tina Turner, performing at the inaugural VMAs, symbolized the show's potential: "In the midst of a career comeback, Turner was just one of the pop icons... making VMAs an A-list event."
The VMAs were conceived to establish MTV's dominance in music: "As MTV began to be a success, you then start worrying about, 'What's our franchise?'"
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