Music awards

Rihanna performed a splashy act onstage with the giant likeness of a cobra, complete with laser beams. However, the show offered few of its signature surprises.

In Touch celeb weekly hosted its V.M.A. after-party at the Chateau Marmont, where lines to get in and for valet parking stretched down Sunset Boulevard.

Bookem Danno Productions and Toast worked with In Touch to produce the event, where red pillows dotted smart-looking black and white seating groups in the alfresco space.

DJs included Pauly D and Rick Rude, spinning from a custom DJ booth created by Bookem Danno and Toast that also served as the party's centerpiece. It was In Touch's fifth year hosting the party and the production team's third year producing it.

Sponsor Eos beauty products brought cigarette girls who offered lip balm to guests on trays set with screens. Other major integrations included a custom-built treasure chest filled with Pirate Booty, and a souvenir photo area for Sun Drop soda. Ciroc and Bacardi Classic Cocktails poured at the bars.

Eos also offered palm readings off in a quiet area apart from the main party space.

Blogger Perez Hilton continued his international “One Night In…” concert series on V.M.A.'s night, presenting it in Los Angeles for the third time. Held at the Belasco Theater, the event benefited VH1 Save the Music.

Performers at the Perez Hilton event included Rita Ora, Far East Movement, Walk the Moon, the Saturdays, Iggy Azalea, Melanie Amaro, and IM5. The Cataracs, Static Revenger, and Timbuck2 manned the turntables.

Perez Hilton's performance-packed “One Night In...” series—intended to break new artists—debuted in Austin, Texas, during the 2008 SXSW Music Festival, and has since made stops in Toronto, New York, and Liverpool.

The Belasco Theater downtown—not far from MTV's big show at Staples—served as the ornate backdrop for Perez Hilton's music-filled event.

N.B.A. Baller Beats for Xbox 360 hosted a lounge at the Ritz-Carlton Residences at L.A. Live, with events both before MTV's big show (noon to 4 p.m.) and after (7 to 11 p.m.).

Guests tried their hands at the N.B.A. Baller Beats game station set up in the intimate party space, surrounded by floor-to-ceiling glass windows with sweeping views above downtown, from the Hollywood Hills to the ocean.

After the V.M.A.'s, the N.B.A. Baller Beats lounge hosted an intimate performance by the duo Karmin for about 100 guests. Also at the after-party, Timbaland debuted his new liqueur, Le Sutra, for the first time in L.A.

Team U.S.A.'s "Fab Five" gymnasts were among the athletes and celebrities who stopped by the lounge. Later, Gabby Douglas appeared on the V.M.A. stage.

Voli, Fergie's so-called light vodka brand, flowed from the bars for a music-minded sponsor tie-in.

Sprays of white flowers topped the bars for a sleek look appropriate to the luxe Ritz-Carlton residences. Sponsors Voli vodka and Refine mixers offered cocktails.

The House of Hype Power Players event presented by Esquire magazine took to the Beverly Hills Hotel for dinner and an after-party.

Air Alcohol Water offered its wares to fuel the late-night crowd.

Guests stayed at the after-party until about 2:30 a.m., listening to beats by DJ Irie and DJ Cobra. Katy Perry, John Mayer, Cheryl Burke, the Wanted, and Topher Grace were among those who stopped by. Sponsor Svedka Colada poured from an illuminated-front bar.