MTV VMAs producer clarifies ‘external’ influence behind Taylor Swift award

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Van says the new Artist Director Honor was developed internally after producers reviewed Swift’s work

An MTV Video Music Awards producer has clarified comments suggesting that an “external” idea influenced the creation of Taylor Swift’s inaugural Artist Director Honor.

Swift received the new honorary award during the MTV VMAs on September 27, where she also won Video of the Year and two other awards. The honour recognised her work directing music videos, including her latest self-directed project, Patient Zero.

The origins of the new honour became a talking point after longtime MTV executive Bruce Gillmer described it as an extension of the Video Vanguard Award.

In an interview with The Associated Press, Gillmer said the “kernel” of the idea came from “external” sources but did not provide further details.

Van Toffler, another longtime MTV executive, later offered clarification in an interview with Rolling Stone, saying the decision was developed by MTV employees and the production team.

“Basically, a bunch of us — MTV employees, the producers, the production team — were looking at Taylor’s body of work and her evolution,” Toffler said.

He said the team reviewed Swift’s development as both a performer and director before deciding that her work warranted a new honour.

Toffler pointed to Swift’s career development, including early recognition from CMT for her “Tim McGraw” video and her later appearances at the VMAs.

He said the production team subsequently approached Swift and her representatives about the honour.

Toffler also praised Swift’s involvement in filmmaking, highlighting her decision to cast Dakota Johnson in Patient Zero and her participation in different aspects of the project.

“They are short films, no doubt. She makes exceptional videos, so we felt this would be the right time to honor her for that,” Toffler said.

Swift debuted Patient Zero during the CBS, MTV and Paramount+ simulcast before taking home Video of the Year at the ceremony.

The new Artist Director Honor added another recognition to Swift’s awards haul as the VMAs highlighted her work behind the camera alongside her achievements as a recording artist.

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