How and why media prices change

Silver anniversary of the German ‘GQ Men of the Year’ awards: They have existed since 1998. For the 25th time, the men’s awards will take place with a less strict dress code and more women. Why? Therefore.

Golden Hen, Bambi, 1Live Crown or now the GQ Awards again: award galas today often have a harder time in terms of attention than before. Even the Oscars have lost ratings in the USA in recent years. In this country, events of this kind, such as the German Film Prize, are often perceived as self-congratulations, dull industry meetings or as publishing advertising events.

25 years of the German GQ Awards

The German GQ Awards have been running for 25 years now. The media award from Condé Nast (Vogue, Glamour) honors ‘Men of the Year’ – ‘Men of the Year’, as it is called in other editions of the international magazine brand.

Initially presented in Munich, the awards have been held in Berlin for many years. This gala show was rarely shown on television. Their style has changed significantly in recent times. In 2019 there were almost ten categories, in 2023 there will only be five.

For years people were invited to the neo-baroque Komische Oper. Around 1,000 guests were there in the elegant plush atmosphere. The dress code was “black tie,” which meant a tuxedo and black bow tie; for women, a floor-length evening dress or elegant cocktail dress.

Dinner instead of a stage show

This year only around 200 people were present at a dinner on Thursday evening and Friday night – in the location ‘The Tunnel’, a never-used subway tunnel in the middle of Berlin at Potsdamer Platz.

When asked why they said goodbye to the setting of a long stage show and the rather strict dress code, the Head of Editorial Content – ​​called GQ editor-in-chief – Tobias Frericks says: “For the 25th anniversary, we specifically focused on togetherness and with the dress code ‘Modern Red Carpet’ we created a platform to express oneself more visually and individually.”

For the silver anniversary, the aim is to move the event closer to the core of the brand. “In the last two years, “GQ” as a brand has changed in terms of content. We position ourselves in the environment of fashion, art and culture, want to inspire and contribute to the dialogue between the disciplines.” The focus is particularly on the red carpet.

Menswear in transition

On the ‘red carpet’, which was actually black that evening, there should be “space for the different facets of masculinity,” emphasizes Frericks. “Similar to our image of masculinity, menswear has also become more diverse and now enjoys great public attention.”

If the image of men changes in a quarter of a century, the price that celebrates men should too, says GQ Germany. They have “long contributed to creating an idealized image of what it means to be a man,” said Frericks. “But no one should tell others how they should lead their lives.” That means: not even a men’s style magazine.

The ‘Men of the Year’ are also moving more between genders these days. The magazine once again praised several women. This is explained as follows: “Women have a significant influence on our world and for far too long this has not been sufficiently appreciated.”

In previous decades, award galas were often the only opportunity to see famous people in a different environment, more privately and personally than usual. This is no longer the case today in times of social media and a lot of self-PR from most celebrities.

Frericks says3: “Awards ceremonies still have their place and the potential to delight audiences. But the fact is that since the pandemic and also in view of the current world situation, something has shifted in the perception of such events.” Media users wanted direct insights, including behind the scenes. “The feeling of experience has become more important.”( dpa)