M.T.V Europe Music Awards
Well that's it, it's over for another year and those lucky enough to be there, were treated to a spectacular extravaganza featuring the very best of popular music in Europe. Oh yes Madrid was where the action was.
The prestigious M.T.V. Europe Music awards 2010 were held at "The Magic Box, Caja Magica, in Madrid on 7th November hosted by the dynamic Eva Longoria.
The event first happened way back in 1994 created by M.T.V Networks Europe as a showcase platform for the best and most popular music videos in Europe as voted for by the public. There is no way at all that this breathtaking, slick, glamorous festival of popular music can be compared with the Eurovision Song Contest. They are as far apart as a Gospel choir and The Stones, even though in 2005 Borat welcomed the audience to the "2005 Eurovision Song contest"!
The show this year was opened by Shakira and Dizzee Rascal against a background of dazzling lights, special effects and a huge metallic box as the centre piece in keeping with the name of the venue. Everyone was featured from Alxandra Burke to Vampire weekend. Everyone from A to Z.
As well as the accolades and awards, the event is notable for celebrity outbursts, sarcasm, caustic comments and insults thrown from one to the other. Nothing is predictable. No holds barred and the audience loves it. Who can forget the "spat" between Christina Aguilera and Kelly Osbourne in 2004, when Kelly called Christina's music "crap"? Or the invective hurled by Kayne West when Justice vs Simeon won the best video award , which West believed should have been his. Then there was Borat's reference to Madonna as a "genuine transvestite" in 2005. But these things happen at this award ceremony and without them it would be less scintillating, less jawdropping.
The M.T.V.EMA has also found fame as a political platform, a chance for performers, who feel very strongly about an issue, to make a stand. Granted they make that stand from a high place surrounded by the adoring public, they are not exactly participating in a rowdy demonstration facing a police barricade. However, cynicism apart it can be very heartening to hear a celebrity speaking out with passion about a moral issue. In 1995 when the French were testing nuclear devices in the South Pacific award winners were Jon Bon Jovi and Bono spoke out vehemently against the actions of the French Government
Incidentally the first MTV Europe Music Awards were held just four years after the fall of the Berlin Wall.
The Free You Mind Award is given at the award ceremony to any individual or organisation which has demonstrated untiring and devoted involvement in an ethical issue. Notable recipients of the Free You Mind Award are Bono in 1999 for his work for world peace. In 2005 Bob Geldof received it for his contribution to Live8. This year, 2010 , Shakira received the award for her contribution and her dedication to the provision of access to education for all children in the world. She has worked tirelessly for "Education For All."
Which brings us back to the award ceremony itself.
The inimitable, international pop star Lady Gaga broke off from her latest sold out performance in Budapest to accept her awards via satellite video. She topped the charts, receiving the coveted awards for Best Pop and Best Female and Best Song. Not a bad achievement for someone who arrived on the pop scene as recently as 2008, but then who can match her stunning live performances?
The amazing 16 year old Justin Bieber picked up awards for Best Male and Best Push Act. What an achievement for this incredibly talented young man whose first single "One Time" was released and peaked in July 2009. His debut album "My World" was released in November 2009. He has been nominated for and won many awards during the last twelve months.
It was, of course, a phenomenal night for Rock. Linkin Park picked up the award for Best Live Act, Thirty Seconds To Mars were awarded the Best Rock award and Tokio Hotel scooped Best World Stage performance.
To top it all Bon Jovi received the very first MTV EMA Global Icon Award, well deserved recognition of their success and status as one of rock music's greatest band ever.
We may not have been there in person but we can still enjoy the music, after all it was popular music lovers and devoted fans who voted for the best in Europe. Don't wait until 2011 get your hands on the best popular music this year. We have a category for every kind of music featured at the awards, so get it and enjoy it.