Taylor Swift’s surprise album reveal was a shock for VMAs producers, too


Taylor Swift’s album announcement at the 2022 MTV Video Music Awards was “…Ready For It?”: A surprise.

VMAs producers Bruce Gillmer and Jesse Ignjatovic said “all stars aligned” at this year’s award show and — in turn — boosted ratings, Billboard reported Tuesday.

Part of the credit, he said, goes to Swift, who “wanted to come. She hadn’t been in public for months and months and months,” Gillmer added.

“Her fans are so intense that only her performance gives our show a boost. She didn’t just show up, she won and she won big. She also chose our stage to announce her new record, which gave us a huge boost when we got off the show,” Gillmer revealed, adding that the singer and the ceremony “have a long history together, a very successful history, and there is mutual love and respect.”

As for the album reveal: “That wasn’t planned. We were blessed to have that.”

The Post has reached out to a Swift representative for comment.

The cover of Taylor Swift’s album “Midnights”, which will be released on October 21.

The “All Too Well” singer caused fans to be furious with her announcement during her acceptance speech as she took home the award for Video of the Year – which happened to be the last award of the night.

“I thought it would be a fun time to tell you my brand new album is out on October 21,” she revealed, which fans quickly pieced together as the birthday of Kanye West’s ex, Kim Kardashian.

“I’ll tell you more at midnight,” she teased, later taking to social media to announce the apt title of her upcoming project: “Midnights.”

The “Shake It Off” singer has a long history with the VMAs. Kanye West infamously interrupted her acceptance speech at the 2009 ceremony, igniting an on-again-off-again feud. A year later, she returned to the VMA stage to perform “Innocent” – which was written about the West incident.

Taylor Swift holds up her Moon Person at the 2022 MTV VMAs.
Taylor Swift holds up her Moon Person at the 2022 MTV VMAs.
Doug Peters/PA Images/INSTARimag

In 2015, she appeared with her famous “squad” of friends to accept “Video of the Year” for “Bad Blood.” She also crushed her feud with Nicki Minaj that night and joined the “Super Bass” rapper for a performance of “The Night is Still Young.” She also presented West with the Video Vanguard Award.

In 2017, VMA mainstay used the award show to premiere her video “Look What You Made Me Do” and performed a medley of hits during the 2019 show.

The producers also revealed that they fought the good fight to get a remote appearance from Harry Styles at his Madison Square Garden show — part of a 15-day residency there — but that didn’t happen.

However, they credit Fergie’s surprising appearance with Jack Harlow during the show’s opening performance with keeping viewers of all demographics hooked on the show.

Taylor Swift arrives at the 2022 MTV VMA at Prudential Center on August 28 in Newark, NJ.
Taylor Swift takes the black carpet at the 2022 MTV VMAs.

“The other kind of favorable wind we got was over Fergie. She is at home in California and hadn’t been on our stage or any other stage in a long time,” explains Gillmer.

“Fergie confirmed two days earlier; rehearsed at the last minute. She’s clearly just a pro,” Ignjatovic said.

“To coordinate that whole gig, we had to have a lot of support from her label, Atlantic Records, from her manager and even with all that it was a long shot. That came through at the 11th hour, because all the stars were aligned. Almost any big moment on that show could have gone either way,” Gillmer added.

“We wouldn’t be honest if we didn’t tell you that we had good luck, lots of blessings, lots of luck, also in terms of timing and things falling into place,” Gillmer told Billboard of the evening’s successes.

Preliminary Nielsen numbers for the VMAs, the pre-show and two on-air reruns showed that both TV and cross-platform consumption were higher than last year.

According to the figures, 3.9 million viewers tuned in to Sunday’s festivities via 12 Paramount Global cable channels and broadcast network The CW – representing a 3% increase from its 2021 programming, which attracted 3.7 million viewers.

The Valley Voice
The Valley Voicehttp://thevalleyvoice.org
Christopher Brito is a social media producer and trending writer for The Valley Voice, with a focus on sports and stories related to race and culture.


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