VMAs Producer Van Toffler on Awarding Taylor Swift’s Evolution, Honoring Dolly Parton’s Legacy & Mixing TV Generations: ‘Streaming Has Erased Time’
The returning MTV producer talks more about adjusting the VMAs in the "grayer and older" television landscape.
The 43rd MTV Video Music Awards are just three days away, scheduled for September 27. This year's event features a mix of established and emerging artists, including Taylor Swift as the recipient of the first-ever Artist Director Honors and her new video "Patient Zero." Tributes are also being given to iconic figures such as Nirvana, George Michael, and the late Dolly Parton. Madonna, as the most-nominated artist, will open the show, which is being broadcast on CBS.
As the producer of the VMAs, Van Toffler discusses the significance of honoring artists from various genres and generations. He explains that with the rise of streaming services, music has become more genre-blend and less age-restricted. This shift makes it fitting to showcase a diverse range of artists on the VMAs, as it reflects the current music landscape.
Dolly Parton's inclusion, despite her earlier prominence outside the MTV arena, is emphasized due to her pervasive impact on the music industry. The introduction of the Artist-Director Award further highlights the evolving nature of the VMAs, aiming to acknowledge pioneers and innovators in the music world.
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