The reveal of Taylor Swift’s surprise album came as a shock to the VMA 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 the “all-stars sided” at this year’s awards show and – in turn – boosted ratings, Billboard reported Tuesday.

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

“Her fans are so passionate that just her appearance gives our show such a boost. Not only did she show up, she won and won so much. She also chose our stage to announce her new record, which gave us such a huge hike out of the show,” Gilmer revealed, adding that the singer and party They have a long history together, a very successful history, and there is mutual love and respect.”

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

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

Taylor Swift’s “Midnights” album cover released on October 21.
Isntagram / TaylorSwift

The “All Too Well” singer sent fans crazy with her announcement during her acceptance speech while accepting the Video of the Year award – which was the last award tonight.

“I thought it might be a fun moment to tell you that my new album is coming out on October 21,” she revealed, which fans quickly gathered for the birthday of ex-Kim Kardashian to Kanye West.

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

The “Shake It Off” singer has a long history with the VMAs. Kanye West badly interrupted her acceptance speech at the 2009 party, sparking a feud once again. A year later, she returned to the VMAs stage to perform “Innocent” – which was written about the West Incident.

Taylor Swift carries her person to the moon at the 2022 MTV VMAs.
Taylor Swift carries her person to the moon at the 2022 MTV VMAs.
Doug Peters / PA Images / INSTARimag

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

In 2017, the primary VMAs used the awards show to showcase their first video, “Look What You Made Me Do,” and performed a variety of hit songs during the 2019 show.

The producers also revealed that they had a good fight to get a remote performance from Harry Styles at the Madison Square Garden show – part of a 15-day stay there – but that didn’t happen.

However, they credit Fergie’s sudden appearance with Jack Harlow during the show’s opening performance while keeping viewers of all demographics attached to the show.

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

“The other kind of favorable wind we got was about Fergie. She’s at her home in California and hasn’t been on stage or any stage in a long time,” Gilmer explained.

Fergie confirmed two days ago; he was rehearsed at the last minute. Clearly she’s just a professional,” Ignatovic said.

“Orchestrating this entire performance, we had to get a tremendous amount of support from her brand, Atlantic Records, from her manager and even with all of that it was just out of reach. It came at the eleventh hour because all the stars were lined up. Almost every big moment was lined up,” Gilmer added. In this presentation you can go either way.

Gilmer told Billboard of the Night Successes.

Nielsen’s preliminary numbers for the VMAs, its pre-show and two on-air reruns revealed that both TV and cross-platform consumption rates are up from last year’s show.

According to the figures, 3.9 million viewers watched Sunday’s festivities across 12 cable channels, Paramount Global and broadcast network The CW – a 3% increase over 2021 programming that drew 3.7 million viewers.

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