Van Toffler, a key figure in the success of MTV during his time at Viacom, is making a triumphant return to the spotlight with this year’s Video Music Awards. Toffler’s production company, Gunpowder & Sky, has partnered with CBS and MTV for a multi-year deal to produce a week-long celebration of music leading up to the VMAs.
One of the highlights of Toffler’s plan is the revival of music videos on MTV2, a nostalgic throwback to the channel’s roots. The programming will feature a mix of classic and current music videos selected by past VMA winners and former MTV personalities. In addition to MTV2, MTV Live and MTV Classic will also showcase music video content during the lead-up to the awards show.
“We’re not just putting on a show,” Toffler expressed as the CEO of Gunpowder & Sky. “We’re creating a music extravaganza that spans across all platforms and generations. Music has always been at the heart of the VMAs, but the true essence of the show lies in its ability to push boundaries, embrace unpredictability, and reflect the current cultural landscape. Our goal is to honor that spirit while redefining what is possible in every format.”
The VMAs will be making a significant move to CBS this year, expanding its reach to a broader audience. The show will also be available for streaming on Paramount+ and will continue to simulcast on MTV. A one-hour pre-show will air across the Paramount Media Networks leading up to the main event.
This year marks the 42nd annual Video Music Awards, set to take place live from the UBS Arena in New York on Sunday, September 7th at 8 p.m. ET / 5 p.m. PT. Details about the host for the event have not been released yet.
Paramount co-CEOs Chris McCarthy and George Cheeks praised Toffler’s return to the VMAs, emphasizing his ability to infuse the show with rebellious energy and create unforgettable global moments. Toffler’s extensive experience at MTV and his track record of producing groundbreaking content make him the perfect fit for this year’s VMAs.
After departing Viacom in 2016, Toffler co-founded Gunpowder & Sky, focusing on various forms of media including film, TV, VR, podcasts, and digital series. His work includes projects like Audible’s “Words + Music,” Spotify’s “Drawn & Recorded,” Amazon’s “Seismic,” and YouTube’s “Released.” Toffler has also produced music-related documentaries and films such as “Her Smell,” “Lords of Chaos,” and “Hearts Beat Loud.”
The executive producers for this year’s VMAs are Bruce Gillmer and Jesse Ignjatovic from Den of Thieves, with Barb Bialkowski as the showrunner. Alicia Portugal serves as the co-executive producer, Jackie Barba as the executive in charge of production, Wendy Plaut as the executive in charge of celebrity talent, and Lisa Lauricella as the executive in charge of music talent.
