MTV veteran Van Toffler returns to produce VMAs for Paramount
Who says you can’t go home again?
Veteran MTV programmer, Van Toffler, is coming back to Paramount Global under a multi-year contract to assist with the creation of the Video Music Awards, an iconic pop-culture spectacle for the network and the music world.
Paramount announced on Tuesday that they have entered into a multi-year agreement with Toffler’s Gunpowder & Sky content studio. The aim is to amplify the VMAs (Video Music Awards) into a week-long, cross-platform extravaganza focused on music and music videos.
The show is set for Sept. 7 at the UBS Arena on Long Island in New York.
For a period of 28 years while working for what was once called Viacom, Toffler transformed MTV into an influential powerhouse in ratings and youth culture, managing popular shows such as “The Osbournes,” “Beavis and Butthead,” “Jackass,” “Unplugged,” and the Video Music Awards (VMAs).
In the last ten years, Toffler moved on to establish Gunpowder & Sky, a company responsible for creating documentaries featuring artists like Sheryl Crow, Lil Peep, and more. They’ve also dabbled in podcasts, online series, and augmented reality projects.
Awards
One of the final pioneers in MTV’s original programming, this individual played a significant role in bringing shows such as “Beavis and Butt-head,” “The Real World,” “Jackass,” “The Osbournes,” “Jersey Shore,” and the iconic query to President Clinton, “Boxers or briefs?” into existence.
The gathering takes place while Paramount faces challenges in maintaining the prestige of several of its major franchises, such as the VMA’s, due to the transition from traditional cable TV to streaming platforms, causing a decline in the overall cable TV scene.
2021 sees the initial simultaneous airing of the long-running MTV show on CBS, owned by Paramount, as an effort to broaden its viewership and provide CBS with additional live content to launch the autumn TV season. Additionally, the program will be available for streaming on Paramount+.
In a shared statement, Paramount co-CEOs Chris McCarthy and George Cheeks expressed that the Video Music Awards (VMAs) have consistently been the intersection of music and spectacle, and no one exemplifies this ethos better than Van Toffler. They added that inviting Van back to the VMAs, alongside Gunpowder & Sky, is aimed at rekindling the show’s rebellious spirit by offering a week-long musical experience and creating unmissable moments on a global scale.
MTV intends to devote a week to showcasing contemporary music videos as an attempt to recapture the enchantment of the period when young adults sought music and amusement on MTV. To appeal to modern viewers, this strategy will be adapted accordingly. Previous Video Music Awards winners and former MTV hosts will come back to select their preferred videos for viewing.
Toffler announced we will kick off a seven-day musical festival accessible on all devices and appealing to people across generations.
He will produce the show in conjunction with the firm, Den of Thieves.
Hollywood Inc.
Trump praised Ellison, stating he would excel at his task,” Trump said during a press briefing held on the White House lawn on Wednesday.
2021’s exhibition is taking place while Paramount is undergoing acquisition by David Ellison’s Skydance Media, for an estimated $8 billion. This agreement, finalized in July, will proceed subject to clearance from the Federal Communications Commission (FCC).
Paramount needs the FCC to approve the transfer of CBS’ station licenses to the Ellison family.
However, the agreement encountered an obstacle during discussions aimed at resolving President Trump’s 20-billion-dollar lawsuit concerning the editing of a Kamala Harris interview on “60 Minutes” in autumn.
Hollywood Inc.
Paramount is trying to obtain the licensing to broadcast ‘South Park,’ yet the agreement remains undecided due to ongoing uncertainty with the Skydance arrangement.
The hold-up in the deal’s sanction has left a cloud of uncertainty hanging over Paramount, making it more difficult to make business choices such as acquiring the streaming privileges for “South Park,” Comedy Central’s enduring animated series.
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2025-06-25 00:01