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Lady Gaga, Eminem, Rhianna big winners at VMA’s

Lady Gaga, outdoing even herself with her adventurous couture, dominated the 2010 MTV Video Music Awards (VMAs), adding eight trophies to her existing collection of Moonmen with awards ranging from “Video Of The Year,” to “Best Dance Video,” “Best Pop Video” and “Best Female Video”.  Eminem, who opened this year’s Awards with a triumphant performance, […]

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Lady Gaga, outdoing even herself with her adventurous couture, dominated the 2010 MTV Video Music Awards (VMAs), adding eight trophies to her existing collection of Moonmen with awards ranging from “Video Of The Year,” to “Best Dance Video,” “Best Pop Video” and “Best Female Video”.  Eminem, who opened this year’s Awards with a triumphant performance, walked away with two statues for “Best Male Video” and “Best Hip Hop Video”.  VMA newcomers 30 Seconds To Mars and Florence + The Machine took home their first wins for “Best Rock Video” and “Best Art Direction”, respectively.  Justin Bieber was voted “Best New Artist”.

A year after Taylor Swift’s first VMA win was interrupted by Kanye West, the two returned to musically play out last year’s drama, once again on the VMA stage. For an exclusive live performance, Taylor sang “Innocence”, an emotional song she wrote about how she felt after last year’s incident.  Later in the evening and this year as an official performer, Kanye debuted “Runaway” (featuring Pusha T from Clipse), a personal statement on the turbulence of the last year.

The 2010 Video Music Awards took place on Sunday 12 September at the Nokia Theater, Los Angeles, California.  The VMA’s kicked off with an epic performance by Eminem backed by an orchestra to present a medley of his comeback anthem “Not Afraid” into a fiery version of “Love The Way You Lie” with surprise guest Rihanna.

Host Chelsea Handler brought her edgy comedic flair to the Awards, making a dramatic entrance that riffed on Lady Gaga’s extravagant fashion sense, flying onto the stage wearing a suburban house on her head, complete with a single-car garage, and ending her monologue by releasing a dove from her dress.  Backstage before taking the stage, Chelsea was shown receiving “encouragement” from well wishers Li’l John, Flo Rida and a score-settling Lindsay Lohan.

Kim Kardashian introduced Justin Bieber, who made his VMA debut performance with an outdoor set of “Baby” into “Somebody to Love” to throngs of adoring fans – including Kim herself who, waving a restraining order, professed she’d nonetheless wait for the young heartthrob in his dressing room.

In another show highlight, the one-and-only Cher presented Lady Gaga with her “Video of the Year” Award, donning the same outfit (yes, she still fits into it!) that she barely wore more than 20 years ago in her own memorable video “If I Could Turn Back Time”.

With an intro by Ke$sha and Trey Songz, Usher’s electric entrance and pounding energy brought down the house with a medley of “DJ Got Us Fallin’ In Love” into “OMG!”, showing off his dance moves against an other-worldly combination of visual effects.

The physicality of Usher’s set contrasted with VMA newcomer Florence + The Machine’s ethereal, breakout performance of “Dog Days Are Over”, featuring a large-scale dance number with scores of dancers and percussionists to create a flowing dream-like sequence.

Representing the rock side of the house, Linkin Park extended the VMA stage to include the first-ever performance at the landmark Griffith Observatory, where they performed their powerful single “The Catalyst” against the stunning backdrop of a spectacular Los Angeles sunset.

Hip-hop artist Drake was joined on onstage by Mary J. Blige and Swizz Beatz for a performance of his hit single “Fancy”, set against a supper club backdrop. Shortly following Drake’s performance, Chelsea stumbled upon the cast of “Jersey Shore” in – what else? – a hot tub.  Teasing the cast about how dirty the water is, she finally agreed to jump in fully clothed, only to emerge soaking wet and pregnant.

Additional performances included a medley by “dream team” Bruno Mars, B.o.B and Paramore, marking the first time that B.o.B. and Hayley Williams of Paramore have performed their hit single “Airplanes” together.

Joining this year’s VMA house artist deadmau5 to perform their current hit singles were Travie McCoy, Jason Derulo and Robyn.  The night was filled with a long list of musical artists and stars including: Katy Perry, Nicki Minaj, Justin Timberlake, MTV Tr3s Artist of the Year Romeo from Aventura, Sofia Vergara, Jared Leto, Jesse Eisenberg, Andrew Garfield, the cast members from “Glee” and “True Blood”, Ne-Yo, Ellen DeGeneres, the cast of the upcoming film “Jackass 3-D”, Penn Badgley, Selena Gomez, Emma Stone and Ashley Greene.

2010 MTV VIDEO MUSIC AWARDS WINNERS

GENERAL CATEGORIES:

VIDEO OF THE YEAR

Lady Gaga

Title: Bad Romance

Album: The Fame Monster

Director: Francis Lawrence

Label: Interscope, Cherrytree, Streamline, KonLive

Production Company: DNA Inc.

Producers: Heather Heller, Nicole Ehrlich and Kathy Angstadt

BEST NEW ARTIST

Justin Bieber featuring Ludacris
Title: Baby
Album: My World Part II
Director: Ray Kay
Label: Island Def Jam, RBMG
Production Company: Rockhard Films
Producer: Nicole Acacio

BEST MALE VIDEO

Eminem

Title: Not Afraid

Album: Recovery

Director: Rich Lee

Label: Aftermath, Interscope

Production Company: DNA

Producer: Justin Diener

BEST FEMALE VIDEO

Lady Gaga

Title: Bad Romance

Album: The Fame Monster

Director: Francis Lawrence

Label: Interscope, Cherrytree, Streamline, KonLive

Production Company: DNA Inc.

Producers: Heather Heller, Nicole Ehrlich and Kathy Angstadt

BEST HIP HOP VIDEO

Eminem

Title: Not Afraid

Album: Recovery

Director: Rich Lee

Label: Aftermath, Interscope

Production Company: DNA

Producer: Justin Diener

BEST POP VIDEO

Lady Gaga

Title: Bad Romance

Album: The Fame Monster

Director: Francis Lawrence

Label: Interscope, Cherrytree, Streamline, KonLive

Production Company: DNA Inc.

Producers: Heather Heller, Nicole Ehrlich and Kathy Angstadt

BEST ROCK VIDEO

30 Seconds To Mars

Title: Kings and Queens

Album: This Is War

Director: Bartholomew Cubbins

Label: Virgin Records

Production Company: Hello and Co.

Producers: Jared Leto, Emma Ludbrook, Sheeira Rees-Davies, Melissa Larsen, Dave Robertson

BEST DANCE VIDEO

Lady Gaga

Title: Bad Romance

Album: The Fame Monster

Director: Francis Lawrence

Label: Interscope, Cherrytree, Streamline, KonLive

Production Company: DNA Inc.

Producers: Heather Heller, Nicole Ehrlich and Kathy Angstadt

BEST COLLABORATION

Lady Gaga featuring Beyoncé

Title: Telephone

Album: The Fame Monster

Director: Jonas Akerlund

Label: Interscope, Cherry Tree, Streamline, KonLive

Production Company: Serial Pictures/Anonymous Content

Producers: Stephanie Bruni, Violaine Etienne and Nicole Ehrlich

PROFESSIONAL CATEGORIES:

BEST CHOREOGRAPHY

Lady Gaga

Title: Bad Romance

Album: The Fame Monster

Director: Francis Lawrence

Label: Interscope, Cherrytree, Streamline, KonLive

Production Company: DNA Inc.

Producers: Heather Heller, Nicole Ehrlich and Kathy Angstadt

Choreography: Laurieann Gibson

BEST DIRECTION

Lady Gaga

Title: Bad Romance

Album: The Fame Monster

Director: Francis Lawrence

Label: Interscope, Cherrytree, Streamline, KonLive

Production Company: DNA Inc.

Producers: Heather Heller, Nicole Ehrlich and Kathy Angstadt

BEST EDITING

Lady Gaga

Title: Bad Romance

Album: The Fame Monster

Director: Francis Lawrence

Label: Interscope, Cherrytree, Streamline, KonLive

Production Company: DNA Inc.

Producers: Heather Heller, Nicole Ehrlich and Kathy Angstadt

Editor: Jarrett Fijal

BEST SPECIAL EFFECTS

MUSE

Title: Uprising

Album: The Resistance

Director:  Hydra

Label: Warner Bros. Records

Production Company: Humble

Producer: Humble

Special Effects: Sam Stevens

BEST CINEMATOGRAPHY

Jay-Z & Alicia Keys

Title: Empire State of Mind

Album: The Blueprint 3

Director: Hype Williams

Label: Roc Nation

Production Company: Naaila Entertainment

Producer: Abdur Rahman

BEST ART DIRECTION

Florence + The Machine

Title: Dogs Days Are Over

Album: Lungs

Director: LEGS

BREAKTHROUGH VIDEO

The Black Keys

Title: Tighten Up

Album: Brothers

Director: Chris Marrs Pillero

Label: Nonesuch

Production Company: Symphony 9

Producer: John Lathan

The “2010 MTV Video Music Awards” was available to a potential viewing audience of more than 1.2 billion people via MTV’s global network of 63 channels reaching 605 million households around the world as well as through syndication.  In addition, its convergent programming & content will reach the entire interactive community, via MTV’s more than 200 digital media properties around the world.

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