Listening Party

More than 2,000 guests filled MuchMusic's eTalk lounge and the parking lot outside the station's Queen Street headquarters Sunday for a multivenue party during the broadcast of the 19th annual MuchMusic Video Awards. “This is my 19th, but I’m still excited about it,” said Francine Socket, director of special events and merchandising for CTV Inc. “I like to change the decor every year, and this is the first time we’ve ever used [the second-floor offices] for the MMVAs."

Guests received colour-coded wristbands (with each shade allowing a different level of access to the event) at the electronic check-in, set up in a black tent at the venue's Richmond Street entrance, complete with chandeliers. From there, a tented walkway led to the ground-floor party, behind the massive MMVA stage, which faced Queen Street. A clear-top tent, courtesy of Regal Tent Productions, provided cover during several bursts of rain. “I chose to use a clear-top tent so that people could see they’re in a parking lot in downtown Toronto and, I like to say, under the stars and amongst the stars—because if it was a solid tent, we could be in a parking lot in Markham,” Socket said.Two oversize turquoise lion statues, courtesy of Rob Dittmer and Three Events, sat high in the centre of the square black bar in the middle of the party tent. Flowers poked through twigs, twisted into large spheres, placed atop the bar. Noble Culinary Creations Catering offered items like mini Philly cheesesteak sandwiches, boxes of Thai noodles, cones of sweet-potato fries, and chocolate chip ice cream sandwiches at food stations lining the tent's perimeter.

In the eTalk offices on the second floor, guests had the opportunity to mingle with presenters like Rainn Wilson of The Office and to get up close while eTalk hosts Ben Mulroney and Tanya Kim interviewed the likes of Spice Girl Mel C and celebrity blogger Perez Hilton. “This second floor is usually office and production space,” Socket said. “On Friday at 6 p.m. is when we cleared everybody out [all of the office furniture in the room is collapsible],” she said. “We’d been working the party lighting all week [but the setup took place on the weekend].”

Socket noted that grids were installed along the ceiling when the space was redesigned to accommodate eTalk, which moved down to Queen Street from the Masonic Temple last summer, so that the room could easily be lit for parties. In addition, Socket had a large custom grid, which defined the eTalk set, built for the event. Socket didn’t neglect a single area within the space, even using the spot underneath the stairwell to house a small bar. She also transformed the hallway leading to the staff lunchroom into an event space, with a food station taking over what is typically the commissary. The adjoining second-floor balcony, overlooking the stage, offered a unique vantage point for guests to get a glimpse of the show—and to view DJ Starting from Scratch on the opposite balcony. Television screens positioned throughout all of the party areas allowed guests to watch the performances.

Westbury National Show Systems used purple and blue lighting in the main room, which featured the same turquoise lion statues and floral displays as in the tent. Teardrop crystal ornaments hung from custom white pods suspended from the ceiling. “We installed the pods with diamonds and these unique florals because I wanted something to fit in with the theme of the show, which is rock 'n' roll,” Socket said, noting that the creative team provided the inspiration for the colour scheme: “Rob [Dittmer] and I sat down with a couple of people from the creative team, and that’s how the process begins."

Socket displayed posters featuring the evening’s lineup—which included performances by Rihanna, New Kids on the Block, Flo Rida, Simple Plan, and Girlicious—in several locations throughout the space. Display cards informing guests that of the party’s green elements—the plan to compost all organic materials, the use of only biodegradable plates and cutlery and water bottles made of corn—sat on food stations around the venue.

Following the award show, attended by as many as 3,000 fans who lined the intersection at Queen and John streets, MuchMusic hosted an invite-only after-party at Ultra Supper Club. Additional after-parties took place at Circa (hosted by Akon and Kardinal Offishall), Tattoo Rock Parlour (hosted by 235 Films), Rosewater Supper Club (hosted by Revolver Film Company), and Revival (hosted by Perez Hilton).

Correction: This story has been updated to properly credit the company that supplied the decor at this event.