2010 MTV Video Music Awards

The 2010 MTV Video Music Awards took place on September 12, 2010 at Nokia Theatre in Los Angeles, honoring the best music videos from the previous year. Chelsea Handler hosted the event, the first woman in sixteen years – since the 1994 MTV Video Music Awards – to do so.^[1]

Date

Sunday, September 12, 2010

Location

Nokia Theatre (Los Angeles, California)

Country

United States

Hosted by

Chelsea Handler^[1]

Most awards

Lady Gaga (8)

Most nominations

Lady Gaga (13)

Television/radio coverage

Network

MTV and VH1

Produced by

Jesse Ignjatovic
Dave Sirulnick

Directed by

Hamish Hamilton

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MTV Video Music Awards

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Being nominated 13 times, Lady Gaga became the most-nominated artist in VMA history for a single year and subsequently became the first female artist to receive two nominations for Video of the Year when both "Bad Romance" and "Telephone" were nominated for the award.^[2] She was also the top winner of the night when "Telephone" won Best Collaboration and "Bad Romance" won seven separate awards including Video of the Year, bringing her total number of moonmen to eight. When she accepted her award for Video of the Year, she also announced the title of her second studio album, Born This Way and sang an excerpt from the title track.^[3] She accepted the award while wearing a dress complete with a hat, purse, and shoes all made entirely from cuts of raw meat which drew backlash from PETA.^[4]

Overall, the show grabbed 11.4 million viewers – the largest audience for a Video Music Awards show since 2002.^[5]

Performances edit

Artist(s)	Song(s)
Pre-show
Nicki Minaj (featuring will.i.am)	"Your Love" (intro) / "Check It Out"
Main show
Eminem Rihanna	"Not Afraid" / "Love the Way You Lie"
Justin Bieber	"U Smile" (intro) / "Baby" / "Somebody to Love"
Usher	"DJ Got Us Fallin' in Love" / "OMG"
Florence and the Machine	"Dog Days Are Over"
Taylor Swift	"Innocent"
Drake Mary J. Blige Swizz Beatz	"Fancy"
B.o.B Bruno Mars Paramore	"Nothin' on You" (intro) / "Airplanes" / "The Only Exception"
Linkin Park	"The Catalyst"
Kanye West (featuring Pusha T)	"Runaway"

The house artist was Deadmau5. The following performed along with him:

Outside in the parking lot there were the following performances:^{[citation needed]}

N.E.R.D. and Ciara – "Hot-n-Fun"

Source: Performers

Awards edit

Winners are in bold text.

Beyoncé (featuring Lady Gaga) – "Video Phone (Extended Remix)" (Choreographers: Frank Gatson, Phlex and Bryan Tanaka)
Lady Gaga (featuring Beyoncé) – "Telephone" (Choreographer: Laurieann Gibson)
Janelle Monáe (featuring Big Boi) – "Tightrope" (Choreographers: Janelle Monáe and the Memphis Jookin Community)
Usher (featuring will.i.am) – "OMG" (Choreographer: Aakomon "AJ" Jones)

Best Special Effects edit

Muse – "Uprising" (Special Effects: Humble and Sam Stephens)

Dan Black – "Symphonies" (Special Effects: Corinne Bance and Axel D’Harcourt)
Eminem – "Not Afraid" (Special Effects: Animaholics-VFX)
Green Day – "21st Century Breakdown" (Special Effects: Laundry)
Lady Gaga – "Bad Romance" (Special Effects: Skulley Effects VFX)

Best Art Direction edit

Florence + the Machine – "Dog Days Are Over" (Art Directors: Louise Corcoran and Aldene Johnson)

Beyoncé (featuring Lady Gaga) – "Video Phone (Extended Remix)" (Art Director: Lenny Tso)
Eminem – "Not Afraid" (Art Director: Ethan Tobman)
Lady Gaga – "Bad Romance" (Art Director: Charles Infante)
Thirty Seconds to Mars – "Kings and Queens" (Art Director: Marc Benacerraf)

Best Editing edit

Lady Gaga – "Bad Romance" (Editor: Jarrett Fijal)

Eminem – "Not Afraid" (Editor: Ken Mowe)
Miike Snow – "Animal" (Editor: Frank Macias)
Pink – "Funhouse" (Editor: Chris Davis)
Rihanna – "Rude Boy" (Editor: Clark Eddy)

Best Cinematography edit

Jay-Z and Alicia Keys – "Empire State of Mind" (Director of Photography: John Perez)

Eminem – "Not Afraid" (Director of Photography: Christopher Probst)
Florence + the Machine – "Dog Days Are Over" (Director of Photography: Adam Frisch)
Lady Gaga – "Bad Romance" (Director of Photography: Thomas Kloss)
Mumford & Sons – "Little Lion Man" (Director of Photography: Ben Magahy)

Latino Artist of the Year edit

Aventura

Appearances edit

Pre-show edit

Sway Calloway – presented Best Dance Music Video and Best Collaboration

Main show edit

Lindsay Lohan, Rick Ross, Flo Rida and Lil Jon – appeared in the opening sketch
Ellen DeGeneres – presented Best Female Video
The cast of Jackass 3D – presented Best Rock Video
Kim Kardashian – introduced Justin Bieber
Kesha and Trey Songz – introduced Usher
Katy Perry and Nicki Minaj – presented Best Male Video
Jared Leto and Ashley Greene – introduced Florence and the Machine
Cory Monteith, Chris Colfer, Amber Riley and Jane Lynch – presented Best Pop Video
Rosario Dawson and Chris Pine – introduced Taylor Swift
Jesse Eisenberg, Andrew Garfield and Justin Timberlake – introduced Drake, Mary J. Blige and Swizz Beatz
Joe Manganiello and Evan Rachel Wood – introduced the winners of the professional categories
The cast of Jersey Shore – appeared in an on-stage skit with host
Sofía Vergara – presented Best Hip-Hop Video
Selena Gomez and Ne-Yo – introduced B.o.B, Bruno Mars and Paramore
Romeo and Victoria Justice – presented Best New Artist
Emma Stone and Penn Badgley – introduced Linkin Park
Cher – presented Video of the Year
Aziz Ansari – introduced Kanye West

Source: presenters

Controversy edit

will.i.am's blackface criticism edit

Some viewers took offense to the producer/ rapper will.i.am's outfit, especially the dark makeup, which, to some fans, was reminiscent of the antiquated, racially charged practice of blackface. After fans blasted the rapper online, he took to Twitter to defend the look as artistic expression and not an embrace of the controversial maquillage typically used to lampoon African-Americans. Will.i.am responded to the backlash on his Twitter stating "1st. just because I where all black including head mask as expression and emphasize my outfit, it shouldn't be looked at as racial," Will tweeted. "Let go of the past. there are far more important things 2 bark about. (Jobs, health, education) not a black man wearing all black everything." Will.i.am insisted the face paint was a harmless costume choice and that fans concerned with the image Will's look projected should focus on larger issues.^[7]

Lady Gaga's meat dress edit

While accepting her award for Video of the Year, presented by legendary singer and actress Cher, Lady Gaga wore a dress made entirely from cuts of raw meat. The dress bore a resemblance to an artwork, Vanitas: Flesh Dress for an Albino Anorectic, created by Canadian artist Jana Sterbak in 1987.^[8] Along with the dress, her hat, shoes, and purse were all made from meat as well. PETA president Ingrid Newkirk issued a statement concerning the controversial outfit. After questioning whether the meat was real or not, Newkirk was quick to disparage Gaga saying, "Meat is the decomposing flesh of a tormented animal who didn't want to die, and after a few hours under the TV lights, it would smell like the rotting flesh it is and likely be crawling in maggots--not too attractive, really." Franc Fernandez, the designer of the meat dress, said later in an interview with MTV, "...it's not a sticky meat. It's not a messy dress at all, surprisingly. [...] It's actually very clean meat, very sturdy and strong and doesn't run at all. [...] The meat dries out, rather than rotting. It becomes jerky."^[9] Gaga later explained to Ellen DeGeneres that the outfit exhibited her disapproval with the United States military's Don't ask, don't tell policy and further clarified, "If we don't stand up for what we believe in and if we don't fight for our rights, pretty soon we're going to have as much rights as the meat on our own bones. And I am not a piece of meat."^[10] She also commented on the outfit's nature, "...it is certainly no disrespect to anyone that is vegan or vegetarian. As you know, I am the most judgment-free human being on the earth." Afterwards, DeGeneres, who is a vegan, jokingly gave Gaga a bikini and skirt made from lettuce and other various vegetables.^[11]^[4]

References edit

^ ^a ^b Chelsea Handler To Host The 2010 MTV Video Music Awards | MTV Video Music Awards. Mtv.com (2010-08-19). Retrieved on 2013-08-25.
^ Kaufman, Gil (August 3, 2010). "Lady Gaga's 13 VMA Nominations: How Do They Measure Up?". MTV Networks. from the original on September 5, 2010. Retrieved September 18, 2010.
^ Kreps, Daniel (September 13, 2010). . Rolling Stone. Archived from the original on September 16, 2010. Retrieved September 13, 2010.
^ ^a ^b Vena, Jocelyn (September 13, 2010). "Lady Gaga Meat Dress Draws Criticism From PETA". MTV Networks. from the original on September 14, 2010. Retrieved September 13, 2010.
^ Carter, Kelley L.. (2010-09-13) 2010 VMAs Nab MTV's Biggest Ratings Since 2002 | MTV Video Music Awards. Mtv.com. Retrieved on 2013-08-25.
^ "MTV Music".
^ Everett, Cristina (September 13, 2010). "Elliptical vs. treadmill: Which will give you the better workout?". Daily News. New York. from the original on September 15, 2010. Retrieved September 13, 2010.
^ Vanitas: Flesh Dress for an Albino Anorectic – Collections – Walker Art Center 2010-12-21 at the Wayback Machine. Collections.walkerart.org. Retrieved on 2013-08-25.
^ Clott, Sharon (September 13, 2010). "Everything You Wanted To Know About Lady Gaga's VMA Meat Dress!". MTV Networks. from the original on September 17, 2010. Retrieved September 18, 2010.
^ Gray, Richard (2012). The Performance Identities of Lady Gaga. McFarland and Company Inc. Publishers. p. 112.
^ Newkirk, Ingrid (13 September 2010). . PETA. Archived from the original on 15 September 2010. Retrieved 13 September 2010.

External links edit

Official VMA 2010 site
MTV Video Music Awards 2010 at IMDb

[host-1] Chelsea Handler To Host The 2010 MTV Video Music Awards | MTV Video Music Awards. Mtv.com (2010-08-19). Retrieved on 2013-08-25.

[2] Kaufman, Gil (August 3, 2010). "Lady Gaga's 13 VMA Nominations: How Do They Measure Up?". MTV Networks. from the original on September 5, 2010. Retrieved September 18, 2010.

[3] Kreps, Daniel (September 13, 2010). . Rolling Stone. Archived from the original on September 16, 2010. Retrieved September 13, 2010.

[Vena-4] Vena, Jocelyn (September 13, 2010). "Lady Gaga Meat Dress Draws Criticism From PETA". MTV Networks. from the original on September 14, 2010. Retrieved September 13, 2010.

[5] Carter, Kelley L.. (2010-09-13) 2010 VMAs Nab MTV's Biggest Ratings Since 2002 | MTV Video Music Awards. Mtv.com. Retrieved on 2013-08-25.

[6] "MTV Music".

[7] Everett, Cristina (September 13, 2010). "Elliptical vs. treadmill: Which will give you the better workout?". Daily News. New York. from the original on September 15, 2010. Retrieved September 13, 2010.

[8] Vanitas: Flesh Dress for an Albino Anorectic – Collections – Walker Art Center 2010-12-21 at the Wayback Machine. Collections.walkerart.org. Retrieved on 2013-08-25.

[9] Clott, Sharon (September 13, 2010). "Everything You Wanted To Know About Lady Gaga's VMA Meat Dress!". MTV Networks. from the original on September 17, 2010. Retrieved September 18, 2010.

[10] Gray, Richard (2012). The Performance Identities of Lady Gaga. McFarland and Company Inc. Publishers. p. 112.

[Newkirk-11] Newkirk, Ingrid (13 September 2010). . PETA. Archived from the original on 15 September 2010. Retrieved 13 September 2010.

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Performances edit

Awards edit

Video of the Year edit

Best Male Video edit

Best Female Video edit

Best New Artist edit

Best Pop Video edit

Best Rock Video edit

Best Hip-Hop Video edit

Best Dance Music Video edit

Best Collaboration edit

Breakthrough Video edit

Best Direction edit

Best Choreography edit