Experimenting with a nontraditional format, MTV producers went with no host for the network's Video Music Awards last night at the Nokia Theatre at L.A. Live—but Beyoncé might have upstaged any M.C. with her big pregnancy announcement anyway, perhaps the most talked-about moment of the big show.
Baby bumps aside, some production details of the show were also worthy of much Monday water-cooler chatter. For instance, the big-time arrivals setup: Leading up to Sunday's big night, the network took over the lobby of the JW Marriott Los Angeles to build its black carpet, which would house the televised arrivals and preshow. All of the hotel's food and beverage outlets were closed as a result (although guests could eat breakfast and lunch at WP24 by Wolfgang Puck at the Ritz-Carlton through the weekend). Celebrities entered through the front entrance of the hotel on Sunday and moved along the carpet before exiting through the back, proceeding to Nokia for the show. As for the cost of buying out all those bustling restaurants, Brigid Finley, PR director for JW Marriott and Ritz-Carlton L.A. Live, said the number was confidential, but that it was a combination of both cash and trade.
Onstage, part of the drama—the non-Gaga-in-drag part—came from a showy fabric set piece from German designer Florian Wieder, built by Moss for the second year in a row. The designers provided a digital 3-D model, from which the form and patterns for the structure emerged, eventually taking shape from two-inch aluminum tube covered in many yards of fabric. The white fabric served as a backdrop for dramatic lighting and projection, with winners like Britney Spears, Katy Perry, and Adele scooping up their awards amid the dynamic setting.
And of course, the show brought on its heels a host of related parties around town.
Among the biggest and most design minded was the Colin Cowie-produced after-party on Sunday at Boulevard3 to celebrate the release of Lil Wayne’s new album, Tha Carter IV, which hit stores today. (Cowie's group has partnered with Cash Money in the past for other parties, including a pre-Grammy party two years ago and one in February, and Lil Wayne's welcome-home-from-jail party in Miami last fall.)
In Touch Weekly's annual "Icons & Idols" party at the Sunset Tower on Sunday included custom activations for sponsors UV Vodka, eos (Evolution of Smooth), and Sprint. Bauer Media Group executive director of integrated marketing Kara Asciutto oversaw the event, with production by Toast and Bookem Danno Productions for the second year. Danny Masterson, a.k.a. DJ Mom Jeans, and DJ Ms. Nix spun for the crowd.
Take a look at our slide show for photos from these parties and more, including events with hosts and sponsors like Esquire, Nissan, Perez Hilton, Carrera sunglasses, and more.
Bruno Mars performed onstage at the the 28th annual MTV Video Music Awards at Nokia Theatre at L.A. Live, in front of a fabric set piece designed by German designer Florian Wieder and built by Moss.
The Jersey Shore cast posed in the event's arrivals area, which snaked right through the JW Marriott downtown.
Stealing the show was Beyoncé, who took the opportunity of the V.M.A.s to announce her first pregnancy with husband Jay-Z.
Kanye West and Jay-Z performed onstage at the awards.
With the no-host format, Lady Gaga performed onstage in drag (to mixed critical reviews).
Work on the black carpet continued through the weekend inside the JW Marriott.
At the Cash Money party produced by Colin Cowie, guests walked a vibrant purple step-and-repeat, which kept with the party’s theme colors, red and purple. After walking the red carpet, guests entered a long courtyard with cabanas lining either side. A gobo projected the album title, Lil Wayne Tha Carter IV, in the decorative outdoor pool.
Coffee tables bore the Cash Money Records logo and arrangements of paved lisianthus in black containers.
Static video displays of Cash Money Records flanked the venue's walls. DJ Casey Connor spun from a two-story rig, working the room along with dancers and djembe player Xavier Keyser, also from Casey Connor Entertainment.
Servers dressed in red and purple corsets carried Cosmopolitans. The bartenders wore purple or red graduation caps with matching tassels, in keeping with Lil Wayne's album cover photo.
The In Touch party at Sunset Tower included custom activations for the three sponsors.Â
Sprint showed off its new Replenish green cell phone at In Touch's party inside a green-inspired candy bar. For the event, ELS handled the audiovisual production and lighting, LA PartyWorks handled the custom fabrications and Michael Walls Floral did the flowers.Â
DJ Mom Jeans spun for the crowd atop a glowing booth.
UV Vodka showcased its UV Cake and UV Express flavors atop a huge dessert bar complete with custom fabricated birthday cake display and accent cupcakes from Magnolia Bakery.
A custom UV Vodka frozen lemonade cart served coconut, pink lemonade, and blue raspberry frozen lemonade.
For Eos, multiple sampling hydration stations offered water bottles, lip balms, and other products. Cigarette girls offered lip balm samples on custom iPad serving trays.
The House of Hype hosted its music awards event presented by Nissan at the SLS Hotel at Beverly Hills on Sunday.
Celebrities and influencers came out for the Hot 100 dinner presented by Esquire magazine, a private, invite-only event catered by José Andrés. Following the soiree, Nissan Versa presented the House of Hype after-party at the SLS.
Emma Roberts attended the House of Hype event.
Hype Creative Agency, run by Sam Keywanfar and Ben Keywanfar, produced the event.
Perez Hilton hosted his “One Night In…” concert series (its second stop in L.A.), sponsored by Carrera sunglasses and timed around the V.M.A.s, at the Wiltern theater Saturday night.
Popchips was among the sponsors.
All of the money raised from ticket sales at the Perez Hilton event will go to the Gay Lesbian & Straight Education Network.
Carrera displayed its products at the event.
Sarah Carroll, Spencer Falls, and Kristine Elezaj attended the Salute to Drake party at Cafe Entourage on Friday night. Guests were able to play Dance Central 2 for Kinect and Xbox 360's Gears of War 3. Music was provided by DJs MOS and Marlon.
