MTV VMAs producer Van Toffler on Taylor Swift’s Artist Director award:
“Basically, a bunch of us — MTV employees, the producers, the production team — were looking at Taylor’s body of work and her evolution. She’s an artist who has thrived in front of the camera and behind the… https://t.co/qGquCyfJpi pic.twitter.com/raxtxS0O37
— Rolling Stone (@RollingStone) September 30, 2026
Another MTV producer (Van Toffler) addressed comments another producer (Bruce Gillmer) made over the weekend about the new category (Artist Director Honors) that would recognize Swift’s contributions as a music video director. “The Artist Director Honor really is an extension of the [Video] Vanguard [Award],” Gillmer told The AP in an interview. “And in many ways, even larger in stature because it was an idea that, quite frankly, the kernel of the idea came from external. I’ll leave it at that.”
When asked about Gillmer’s comment, Toffler “clarified” to Rolling Stone, “Basically, a bunch of us — MTV employees, the producers, the production team — were looking at Taylor’s body of work and her evolution before establishing the award.”
“She’s an artist who has thrived in front of the camera and behind the camera, in all genres of music,” he continued, adding, “When I was running MTV Networks, CMT was part of my portfolio, and she was first honored there for ‘Tim McGraw.’ Then she came and did the show at Radio City, which was a memorable night. She’s just evolved so much, and we felt this would be a great way to honor her work. So, we decided to do that as a group internally in the production team and reached out to her and her team. We’re happy it worked out.”
So there you have it, MTV is backtracking on that “external” comment and saying it was just them all along.
VMAs producer confirms the new Artist Director Honors being given to Taylor Swift at tonight’s MTV Video Music Awards “came from external” influences.https://t.co/51znhpVq71VMAs
— Entertainment Weekly (@EW) September 27, 2026
