Insider Reveals Why Musicians Are Bailing on the AMAs, and It’s Not Just About the Awards
A generational shift?
The 2026 American Music Awards just wrapped up, and if you were watching, you probably noticed something was off. The red carpet was sparse, the seats were empty, and even some of the biggest winners of the night weren’t there to collect their awards. Sabrina Carpenter, for example, took home three trophies but skipped the ceremony entirely. So what’s going on?
Why are musicians bailing on one of music’s biggest nights? PR specialist Kayley Cornelius has some answers, and they’re not just about the awards themselves. The AMAs used to be a must-attend event for celebrities, but Cornelius says the entertainment world has changed in ways that make these kinds of shows less appealing, according to UNILAD. One of the biggest issues? Timing.
This year’s ceremony was held on Memorial Day weekend, a federal holiday that many artists would rather spend with family or on tour. Cornelius put it bluntly: “Moving the ceremony to Memorial Day weekend has arguably made attendance even less appealing for A-list stars, because it now clashes directly with peak touring season, festival commitments and one of the few long holiday weekends celebrities actually get to spend privately with family and friends.”
Touring is now a huge part of how musicians make money
With streaming payouts being what they are, artists rely on live performances to keep the lights on. Taking a night off to attend an awards show just isn’t as appealing as it used to be, especially when that night could be spent performing for thousands of paying fans. Cornelius explained, “Many musicians are now more heavily reliant on their income from a grueling tour schedule, which doesn’t often allow for a night off to attend a glitzy gala.”
Then there’s the location. The AMAs moved from Los Angeles to Las Vegas this year, and that’s had a bigger impact than you might think. Cornelius said, “When these events are held in LA, stars can often attend with relatively little disruption. But flying to Las Vegas for what is ultimately viewed as a non-essential appearance adds another layer of logistics, glam preparation and scheduling pressure that many simply don’t see as worth it anymore.”
But it’s not just about logistics. The AMAs have also changed in ways that make them less appealing to traditional music stars. The show has started leaning more into influencer culture, inviting YouTubers and TikTok stars to sit alongside musicians.
Cornelius noted, “There’s also been a noticeable shift in the audience and guest list itself. The AMAs increasingly lean into influencer culture and viral online personalities to drive social media engagement, but that can unintentionally dilute the exclusivity and prestige that traditional music stars once associated with the event.”
For many artists, the Grammys still hold a lot of weight, but the AMAs are starting to feel optional
Cornelius added, “For many major artists, especially those at the very top of the industry, the Grammys still carry career-defining status, whereas the AMAs are now often viewed as more optional from a branding perspective.” That’s a big shift from the days when awards shows were one of the few ways for artists to stay visible and connect with fans.
And speaking of fans, they’re not happy about the changes either. This year’s AMAs were missing some of the biggest names in music, including Taylor Swift, Lady Gaga, Olivia Dean, and Morgan Wallen. Fans took to social media to vent, with one asking, “Why am I staying up to watch an awards show when half of my faves aren’t even there?” Another called out the “empty energy” of the event, saying the lack of star power set a “grim, deflated tone” for the night.
The AMAs tried to keep the energy up with performances from legacy acts like Billy Idol, The Pussycat Dolls, and New Kids on the Block, but it wasn’t enough to quiet the complaints. The show’s host, Queen Latifah, did her best to keep things moving, but even her return, 31 years after she first hosted in 1995, couldn’t make up for the lack of A-list talent in the room.
This isn’t just a one-time issue
It’s part of a growing trend where major music ceremonies are struggling to get top-tier talent to show up. For the AMAs, which are built entirely on public interaction and fan investment, having its biggest stars treat the event as optional is a pretty damning critique. Cornelius sums it up well: “Ultimately, celebrities no longer need award shows in the way they once did.”
She adds, “Twenty years ago, these broadcasts were one of the biggest ways to stay visible and connect with fans, but now artists can reach hundreds of millions of people instantly through their own Instagram, TikTok or tour content. That shift has fundamentally changed the power dynamic, and we’re now seeing more stars choosing personal time, touring commitments or direct fan engagement over making a red carpet appearance simply because they’ve been nominated.”
So what does this mean for the future of the AMAs? It’s hard to say, but if the show wants to keep its relevance, it might need to rethink its timing, location, and even its guest list.
(Featured image: Zafer)
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