November 10, 2010 – Pop sensation Lady Gaga topped the winners at the MTV EMA 2010 in Madrid, Spain as she scooped up the awards for Best Pop, Best Female and Best Song. Hot on her platform heels was über-phenomenon Justin Bieber, who won both the prestigious Best Male category as well as Best Push Artist.
MTV EMA 2010 is sponsored by the new Suzuki Swift, Calvin Klein Jeans and Dell.
It was a good night for European and US rock as Linkin Park won Best Live, while Thirty Seconds to Mars won Best Rock and German rockers Tokio Hotel triumphed in the Best World Stage category. Eminem polished his hip-hop crown with a trophy for Best Hip-Hop, while hot new talent Ke$ha crowned a fantastic breakthrough year with a win for Best New Act. Newlywed Katy Perry got a late wedding present when she was announced as winner of Best Video for “California Gurls”, while US punk outfit Paramore triumphed in the Best Alternative category.
As previously announced, the inaugural MTV EMA Global Icon Award was won by rockers Bon Jovi. Latina lovely Shakira received the MTV Free Your Mind award from Jared Leto, alongside his band Thirty Seconds To Mars, in recognition of her commitment and dedication to making education accessible for children around the world. Best European Act was won by Italian star Marco Mengoni.
Lady Gaga beamed her thanks into the Caja Mágica stadium by satellite from Budapest where she was performing the latest date on her smash-hit Monster Ball tour. Justin Bieber, the official digital host for the EMAs, expressed his delight at his two EMA awards live simultaneously online and in the main show. Bon Jovi received their trophy from self-confessed mega-fan Eva Longoria.
The 17th annual MTV EMAs unfolded in typically upbeat fashion with a jaw-dropping Carnival-style opening number by international superstar Shakira, who wowed the 8,000 fans at the Caja Mágica with a crowd-pleasing medley of her official World Cup hit single “Waka Waka” and “Loca”, featuring a guest appearance by British rapper Dizzee Rascal plus a riotous clash of dancers, waving flags, confetti and ticker tape.
Rihanna showed her sophisticated side with a classy rendition of “Only Girl (In the World)”, with the EMA stage transformed into a surreal Magritte-inspired tableau, complete with more than 40 dancers, wind machines and thousands of artificial flower petals. Kings of Leon stunned the audience with a spine-chilling rendition of “Radioactive”, illuminating the auditorium with eerie piercing white light.
The centrepiece of the EMA set was a massive 3D sculpted metallic cube studded with LED lights which rotated through 360 degrees to reveal different facets including an elliptical “iris”, angular “ledges”, sculpted triangular prisms and a “stealth” video screen.
Longoria sizzled and impressed as a skilful and polished host for the show and demonstrated a refreshing willingness to send up her own image with a series of gags and stunts.
Best New Act nominee B.o.B made his EMA debut, performing his smash hit “Airplanes” with Paramore’s Hayley Williams. Ultimate rocker Kid Rock electrified the auditorium with an explosive performance of “Born Free”, accompanied by a stunning display of pyrotechnics and projections of iconic images of freedom including Martin Luther King, the Chilean miners and the fall of the Berlin Wall.
The MTV EMAs broadcast live around the world to more than 600 million households via the MTV multimedia network. More than 46 million votes were cast by music fans voting for their favourite EMA artists – a massive 32 percent increase over the 2009 awards.
The EMA 2010 winners in full:
Best New Act: Ke$ha
Best Pop: Lady Gaga
Best Alternative: Paramore
MTV EMA Global Icon: Bon Jovi
Best Rock: Thirty Seconds To Mars
Best Male: Justin Bieber
Best Video: Katy Perry “California Gurls”
Best Hip Hop: Eminem
Free Your Mind: Shakira
Best Live: Linkin Park
Best Female: Lady Gaga
Best Song: Lady Gaga “Bad Romance”
Best European Act: Marco Mengoni
Best Push Artist: Justin Bieber
World Stage: Tokio Hotel