You probably only remember the Madonna/Britney part because the network cut to Justin Timberlake’s shocked reaction.
“I don’t have to encourage Madonna to go over-the-top,” Toffler told the magazine on the 20th anniversary of the kiss-heard-’round-the-world. “That’s in her DNA. We were just saying, ‘We’re gonna give you a lot of real estate. It’s a big moment.’ We talked about guest performers.”and Aguilera, on the mouth in a bit that whipped up a media frenzy at a time before such awards show provocations became commonplace.
The piece also noted that before the broadcast, Toffler and his team originally heard that Madonna had recruited Spears and Missy Elliott — who extended the performance with a run through her song “Work It” — as well as Jennifer Lopez, who was riding high at the time thanks to her hits “Jenny From the Block” and “All I Have.
Embracing the kind of viral moment that MTV relished long before there was a name for it, the MTV team reportedly broke out in triumphant high-fives at what they knew would be a one-of-a-kind TV segment. With Aguilera and Spears dressed as veiled brides singing “Like a Virgin” and rolling on the ground, Madonna emerged in shiny black coattails and top hat as their “groom,” with producers sprinkling in quick looks at audience members in real time.
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