MTV has long been recognised as a cultural phenomenon that defined a generation, thanks to its innovative and striking visual identity. This identity was shaped in its formative years by a group of young and creative animators, who are now being celebrated for their groundbreaking contributions. Their work will be showcased in a forthcoming exhibition at The Museum of Modern Art titled “It’s Alive! A Century of Animation from the Collection.”
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In an exclusive interview with PEOPLE, several of these early creatives, including Candy Kugel, Yvette Kaplan, J.J. Sedelmaier, and Fred Seibert, reflected on their experiences at MTV and the unique opportunities it offered them. Their contributions to the network not only helped establish MTV’s distinct character but also allowed them to explore their own artistic passions.
Seibert recounted his collaborative approach, saying he provided minimal guidance to Kugel when animating the iconic MTV logo. “I told her, ‘You have to use a different version of this logo all the time. And you can use these as a model or make up your own,'” he explained. Kugel’s creativity flourished under these conditions, resulting in numerous iterations of the logo during her animations.
Kugel reminisced about the challenge of working within tight deadlines, describing her process of creating artwork on a flimsy piece of tissue paper. “I had about six hours to complete everything. But I wasn’t intimidated; we were doing all sorts of jobs for cable TV,” she said. She recognised MTV’s unique environment as a significant departure from more conventional and rigid commercial projects.
The financial aspect was a consideration for these young artists, but what truly attracted them to MTV was the creative freedom it provided. Sedelmaier noted that this sense of autonomy allowed artists to truly express themselves in ways that traditional advertising often stifled. “Working in commercials isn’t the same. MTV let you create what you wanted. It was a rare time to do things your way,” he remarked.
Kugel shared a humorous insight into the payment structure, revealing she earned a modest £10 for her contributions, while Seibert added that others were often compensated even less. Despite the varied earnings, the true reward lay in the opportunity to grow as creatives. “It was fantastic,” Sedelmaier described. “You could bring your ideas and build your portfolio with projects that no one else could get produced.”
Kaplan, who later directed several notable MTV projects, including the iconic show “Daria”, described her time at the network as “the happiest years of my career.” Her statement encapsulates the sentiment of many in MTV’s creative family who found a nurturing environment that fostered innovation and collaboration.
The upcoming exhibition at The Museum of Modern Art will highlight the work of over 35 artists and filmmakers who have contributed to the field of animation in New York across the last century. Featuring more than 200 pieces of production art, “It’s Alive! A Century of Animation from the Collection” will chronicle the evolution of the medium from 1908 to 2020, prior to the digital revolution that transformed animation.
Ron Magliozzi, the exhibition’s curator, explained the show’s significance. “The exhibition highlights how commercial projects enabled animators to work on their personal projects, effectively supporting both aspects of their careers,” he stated. He further noted that MTV and its graphic identity are regarded as iconic representations of late 20th-century pop culture.
Magliozzi concluded, “The influence of MTV is indelible. Those images are going to resonate deeply with future generations. As we reflect on the cultural impact of the 1980s, MTV’s visual identity will undoubtedly remain a pivotal part of that history.”
Opening on 1 August 2026, the exhibition promises to be a celebration not only of the artists’ achievements but also of the dynamic history of animation as an art form in New York. Through the lens of MTV’s bold visuals, the exhibition will invite visitors to explore the creative energy that defined an era.