Van Toffler is bringing the MTV Video Music Awards back to Los Angeles for a second year, and he is betting the city’s downtown scene and a returning superstar will draw the crowd. Madonna is coming back to the show after a 23-year absence, and Toffler says the show has a “lethal combo” of Snoop Dogg as host and the city’s energy.
The two-hour telecast airs live from L.A.’s Peacock Theater on CBS, the first time the show has left New York and New Jersey since 2017, when it was held at the Forum. Toffler, now CEO of the production company Gunpowder & Sky, made the call to move west. He said the location was more convenient for talent, but he also wanted to work with an old friend he is employing as host.
Madonna’s Long Absence
Madonna’s return is the centerpiece of the night. She opens the show, and Toffler remembers her early days at MTV.
“I knew it the day I started there,” Toffler told Variety. “She is the queen of MTV. She makes great videos. She’s provocative. She always pushed us, and this year’s performance will be no exception.”
When asked what she would be doing, Toffler demurred. “We are not talking about that one yet,” he said. “She’ll be doing a performance with special guests.”
Swift’s Big Night
Taylor Swift is having a big news cycle. Her expanded album comes out two days before the awards, and she is receiving the inaugural Artist Director Honor.
The award recognizes her artistry, her evolution as an artist from in front of the camera, and as songwriter, to behind the camera. Toffler described her as an exceptional talent and said there should be a whole bunch of Taylor Swift mentions throughout the show.
He admitted he could not confirm whether she would attend. “Right,” he said. “This interview was conducted before Swift revealed she was premiering her ‘Patient Zero’ music video on the telecast.”
But he was confident about the award itself. “Obviously this was created for Taylor,” he said. “But ‘inaugural’ suggests more to come. So are there enough people who direct their own videos that there will be a second one at some point?”
He hedged. “I don’t know. It may be one and done.”
The Rest of the Lineup
The show also includes tributes to Dolly Parton and George Michael, with Kacey Musgraves performing for Parton and Raye, Sombr and Teddy Swims contributing to the Michael tribute. Nirvana gets the Video Vanguard Award, which Toffler called the highest honor MTV gives to artists.
“We have a bunch of artists on the show who love George Michael, so why not take advantage?” he said.
The Host and the City
Snoop Dogg is hosting the show, and Toffler sees the pairing as a natural fit. “L.A. and Snoop is a lethal combo,” he said.
The move to L.A. was personal as well as practical. Toffler said the location was more convenient for talent, but he also wanted to work with an old friend he is employing as host.
What to Expect
Toffler said the show is designed to keep viewers engaged. “I think there will be climaxes in every act, to tell you the truth,” he said. “We like to give the artists all the tools, shut the doors, throw in some lighter fluid, maybe toss a match in and say, ‘All right, kids, go do what you need to do.'”
He would not commit to a final act. “If people hold out till the end… There’ll be a couple of things we won’t announce. And we’re still mapping out the show.”
The Bottom Line
The move to L.A. was driven by two factors: convenience for talent and the chance to work with an old friend. Toffler cited both reasons when explaining his decision.
Toffler seems confident. He has brought the show back to L.A., and he has framed it around a star who has not appeared on the awards in nearly a quarter-century.
Key Facts Box
- Show: MTV Video Music Awards
- Host: Snoop Dogg
- Opening act: Madonna
- CBS airdate: Live from L.A.’s Peacock Theater
- Duration: Two hours
- Madonna’s absence: 23 years
- Swift’s album release: Two days before the show
- Nirvana award: Video Vanguard
- Parton tribute performer: Kacey Musgraves
For Toffler, the answer is simple. “I actually want to watch this year, which is saying a lot for me and awards shows,” he said.
See the video the story is built around at Variety.
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