Remember when hitting play on MTV promised a nonstop feed of music videos, not reality TV drama or 24/7 episodes of Ridiculousness? For one glorious week this year, the channel will bring back our nostalgic wish for music videos!
According to Variety, the 2025 VMAs production team (including former MTV heavyweight Van Toffler) is behind a new initiative: MTV, MTV2, MTV Classic, and MTV Live will broadcast 24/7 music videos in the days leading up to the ceremony VMAs on September 7. It’s a back-to-basics move, part marketing, part nostalgia, and entirely delightful. ANDDDDDD . . . it’s a multi-year deal, so 2025 won’t be the only time we get to relive the magic.
What makes this revival even more special is that some of the programming will feature curated picks from previous VMA winners and classic MTV personalities. Imagine seeing a legendary host or a past award winner walk you through their all-time favorite music videos, unforgettable VMA performances, or moments that shaped their careers. It’s a nod to the network’s roots and a reminder of the personalities who made MTV a pop culture powerhouse.
Once upon a time in the 80s, music videos were MTV’s lifeblood. Generations grew up rushing home after school to catch the latest countdown on TRL, staying up late for Headbangers Ball or discovering new artists on 120 Minutes (remember that?). Unfortunately as the years went on, the music took a back seat to reality TV while music videos found a new home on YouTube, TikTok, and streaming services. This one-week revival doesn’t pretend to turn back the clock completely but it’s like MTV sending a nostalgic mixtape to remind us of the good old days.
The 2025 MTV Video Music Awards air live on Sunday, September 7, across MTV, Paramount+, and other Paramount Global platforms. Whether you’re tuning in for the nostalgia or to see this year’s biggest winners, the lead-up week is the perfect way to get back into the MTV groove before the big night.