MTV Confirms Britney Will Kick Off VMAs
Embattled Pop Star Won't Perform But Will Open Awards Show
By Larry Barrett -- Multichannel News, 9/3/2008 1:12:00 PM
Britney Spears will return to MTV’s Video Music Awards on Sunday, Sept. 7 at 9 p.m. ET, network officials said Wednesday, giving the embattled pop princess an opportunity to atone for the flat and widely panned performance she gave during last year’s show.
Unlike last year’s forgettable rendition of “Gimme More,” Spears this time will do something “fun and expected” in the show’s opening, MTV Networks Music Group President Van Toffler told the AP.
During the past month, Spears has appeared in advertising spots with VMA host Russell Brand promoting the upcoming VMAs, raising speculation that she would be returning for the 25th iteration of the awards show.
“MTV has long played an important role in my career,” Spears said in statement Wednesday. “How can I not be there to kick off their 25th VMAs? I'm excited to open the entire show, to say hi to my fans and to be nominated.”
Kid Rock is also coming back to perform his hit single “All Summer Long” during the live telecast.
The 25th edition of the VMAs will be hosted by comedian and actor Brand and will air live and only one time in its original incarnation.
Kid Rock’s “All Summer Long” is off the rocker’s Rock N Roll Jesus album, which has been on the Billboard Top 200 for the past 45 weeks after debuting in the No. 1 spot and currently is hovering among the Top 5.
Lil Wayne and the Jonas Brothers are also committed to live performances during the annual awards show.
Jesse Ignjatovic/Den of Thieves is the executive producer for the 2008 MTV Video Music Awards. Dave Sirulnick is also executive producing with Chris Choun/Ish Entertainment serving as co-executive producer. Jane Mun is producer. Amy Doyle, Joanna Bomberg and Robin Katz are music talent executives. Robin Reinhardt-Locke is the celebrity talent executive and Garrett English will be the executive in charge of production.
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