SAN DIEGO – September 6, 2012 – When an awards show has built its reputation on being shocking, being tame risks ending up lame.
A few bleeped words and a few dirty jokes, a few sassy performances, and a lot of screaming girls were the best the 2012 MTV Video Music Awards could do this year.
No meat dresses, no interrupted speeches, no surprising baby news – although apparently singer Alicia Keys and her husband Swizz Beatz couldn’t find a babysitter since they had their two-year-old son Egypt in tow all night. At least he seemed to be enjoying himself.
The presence of teen heartthrobs One Direction was about all the direction the show could muster. The kitchen sink approach was in play. Hang Pink from the ceiling! Put the performers out in the crowd! Bring on the Olympic athletes and the cast of Twilight!
At least we can count on Nicki Minaj wearing something eye-popping.
Among the big winners of the night: Rihanna, who put on a well-received performance of her new song “Cockiness (I Love it),” weaving her way through the crowd at the Staples Center to start the show, and won the night’s big honor, Video of the Year, for “We Found Love.”
British boy band One Direction, a group created by producer Simon Cowell of American Idol and X Factor fame, picked up three awards including Best Pop Video and Most Shareworthy Video for “What Makes You Beautiful,” and Best New Artist, the biggest haul of the night. The group later performed surrounding by their adoring fans, which included members of the U.S. women’s “Fierce Five” gymnastics team.
“We’ve grown up watching this show and to even be here is an honor,” Niall Horan said from the stage.
Singer Chris Brown picked up awards for best male video and best cinematography for “Turn Up The Music,” which he directed. He may have pulled off the biggest surprise of the night by coming out with bleached blond hair.
Other winners included Drake, Coldplay, Katy Perry, Skrillex, Nicki Minaj, Demi Lovato, Calvin Harris, and M.I.A. And chances are you won’t remember any of this a month from now.
Shut out: Carly Rae Jepsen, the singer whose “Call Me Maybe” is the one song most people reading this column could probably sing without help.
Alicia Keys and Lil Wayne used their appearances to debut new singles. Pink and Taylor Swift put on energetic, fun performances that were more determined than inspired. Talented singer Frank Ocean’s somber, low-key appearance nearly got lost in the mix.
The always reliable and authentic Green Day showed the kids how it’s done with a performance straight out of power punk’s playbook. It was driven, fast, and full of attitude. God Bless Billie Joe Armstrong and the boys. Let’s hope everyone was taking notes.
There weren’t even any jaw-droppingly awful fashions on the red carpet, although Emma Watson’s confetti explosion of a mini-dress came close. Taylor Swift’s white pantsuit met with polarizing love it or hate it reactions. Rihanna’s stunning, simple white dress topped with a new pixie short haircut, and Katy Perry’s luxurious, flowing peacock gown topped the Best Dressed list.
You know how embarrassing it is when two women show up at an event wearing the same dress? Imagine how Miley Cyrus and Pink felt wearing the exact same towering bleached blonde Mohawk haircut. Who wore it better? I have to give it to Miley. It was sort of the vertical version of her dad Billy Ray Cyrus’ infamous mullet.
It was 90 degrees in Los Angeles, so the performers felt the heat on their way in. Singer Ne-Yo, who was wearing a long sleeve black shirt, camouflage pants and a black fedora, said “I’m sweating like a fool,” he said. “But I look good.”
Although it has been reported several times that MTV rescheduled the Video Music Awards an hour early this year so they wouldn’t compete with President Barack Obama’s speech at the Democratic National Convention, this wasn’t the case. As pointed out by blogger Todd Martin writing in the Los Angeles Times, MTV announced the date and time of the Video Music Awards in May, months before the Democrats scheduled President Obama’s acceptance speech. Sorry folks, MTV’s timing does not necessarily imply any sort of endorsement.
You can see all of the nominated videos and the winners on the MTV website.
- Winner at 29th annual MTV Video Music Awards in Los Angeles:
- Video of the year: Rihanna featuring Calvin Harris, “We Found Love.”
- Best pop video: One Direction, “What Makes You Beautiful.”
- Best new artist: One Direction, “What Makes You Beautiful.”
- Best female video: Nicki Minaj, “Starships.”
- Best male video: Chris Brown, “Turn Up The Music.”
- Best hip-hop video: Drake featuring Lil Wayne, “HYFR.”
- Best video with a message: Devi Lovato, “Skyscraper.”
- Best electronic dance music video: Calvin Harris, “Feel So Close.”
- Most share-worthy video: One Direction, “What Makes You Beautiful.”
- Best rock video: Coldplay, “Paradise.”
- Best direction: M.I.A., “Bad Girls.”
- Best art direction: Katy Perry, “Wide Awake.”
- Best choreography: Chris Brown, “Turn Up the Music.”
- Best editing: Beyonce, “Countdown.”
- Best visual effects: Skrillex, “First of the Year (Equinox).”
- Best cinematography: M.I.A., “Bad Girls.”
Gayle Lynn Falkenthal, APR, is President/Owner of the Falcon Valley Group in San Diego, California. Read more Media Migraine in the Communities at The Washington Times. Follow Gayle on Facebook and on Twitter @PRProSanDiego.
Please credit “Gayle Falkenthal for Communities at WashingtonTimes.com” when quoting from or linking to this story.
Copyright © 2012 by Falcon Valley Group
This article is the copyrighted property of the writer and Communities @ WashingtonTimes.com. Written permission must be obtained before reprint in online or print media. REPRINTING TWTC CONTENT WITHOUT PERMISSION AND/OR PAYMENT IS THEFT AND PUNISHABLE BY LAW.