With delightful decadence, audience engagement, and celeb camaraderie, the 24th annual EMA Awards, from London’s Wembley Arena, were a spectacle not to be missed. For those who didn’t catch the show, here are some highlights:
EMA Host Rita Ora was full of surprises
Between her singing and acting ventures, fashion collaborations with Adidas and Calvin Klein, TV coaching appearances on The X Factor and The Voice UK, as well as a hosting gig for VH1’s revamped season of America’s Next Top Model last year, Rita Ora is a renaissance woman—and a busy one at that. This was clear as she stepped out on the red carpet in a bathrobe and towel. Well, a diamond necklace, too.
But the multi-talented host rolled through 12 costume changes that night, from hotel-party-chic to 90s exercise gear to a slew of technicolor wigs and, inexplicably, a floor-length necklace in the shape of a garden fork. Her hosting duties included a pair of performances—her No. 1 hit, Your Song, followed by crowd-favorite Anywhere.
With their device plugged into select performances, viewers will see and be able to interact with digital animations transposed over the action. “3-D rendered objects can fill the environment around you,” Karmelina Parouka, MTV International’s vice president of digital content and engagement told Deadline. “We’re trying to immerse [fans] into the show itself, and tie it back to the artists they’re passionate about.”
What might this look like while watching the EMAs via your phone? To quote Deadline’s example, “As a musician like Camila Cabello takes the stage to sing Havana, that might prompt a virtual Cuban flag to unfurl within the app,” evoking a sort of musical fantasyland realized over top of live performances, reminiscent of the animated monsters dropping into your everyday environment in Pokeman Go.
The EMA augmented reality activation follows the artist- and musician-fueled virtual reality explorations and fellowships pouring out of the Viacom NEXT innovation lab. Viacom has been sinking roots into the growing augmented reality space for some time – check out Dr. Beau Lotto, a Viacom Labs creator-in-residence, discussing the blend between the digital and physical realms at an employee event last year:
The 24th annual MTV EMA Awards will be an evening of world-class performances from some of the biggest music acts on the planet. For the first time since 1996, the festivities take place in London, home to iconic bands such as Oasis and the Spice Girls, as well as this year’s host: global superstar Rita Ora.
Ora’s EMA resume is robust. She opened the ceremony in 2012 with a performance of her hit song R.I.P., presented Eminem with his Best Hip Hop Award in 2013, and is an eight-time EMA award nominee.
The model, singer and dancer’s career began with a chart-topping debut album, Ora. She’s collaborated with stars like Charli XCX and Iggy Azalea for a number of hits, and was most recently a judge on The X Factor and the host of VH1’s America’s Next Top Model.
“Rita is a multi-talented star who’s been an MTV core artist for over half of a decade,” said Viacom International Head of Music and Talent Bruce Gillmer in a press release. “She’s the perfect hometown hero to lead the 2017 MTV EMAs, which promises to be the year’s ultimate global music celebration.”
Martha Stewart and Snoop Dogg team up on VH1 – really – for what is likely to be the dopest cooking show around. America’s Next Top Model returns to the same net. We wave goodbye to MTV’s Teen Wolf, but meet a pair of bad-ass campus vigilantes on Sweet/Vicious.
The MTV European Music Awards (EMAs) have spent more than two decades hop-scotching across the continent’s bottomless circuit of iconic cities, from recent stops in Milan, Glasgow, Amsterdam, Frankfurt and Madrid to its inaugural acts in the global hubs of London and Paris.
The spotlight shines very bright with a stage that big, and it takes someone at the pulsing vanguard of pop culture to stand at the center of it all. Past hosts have proven equal to the enormity of the moment, with a register that includes Snoop Dogg, Katy Perry, Eva Longoria, Selena Gomez, Nicki Minaj, Ed Sheeran and Ruby Rose, among many others.
This year, as the EMAs land back in Rotterdam for the first time since 1997, singer, songwriter and producer Bebe Rexha will join that historic register, hosting the event and also performing.
There’s little doubt she belongs. Her No Broken Hearts video with Nicki Minaj has passed 125 million views on YouTube since posting in April:
So are we. Earlier this week, MTV welcomed Rexha to its Times Square studio, where MTV News’ Sway sat down to ask her exactly how cool it was to host the EMAs. The whole thing streamed on Facebook Live.
Last week, the 2014 MTV European Music Awards aired live from Glasgow, Scotland. Nicki Minaj as host packed the show with lots of terrific surprises, including a rap for Scotland, a brief foray into mini-golf and a photo-bombing dinosaur. There were also performances from global music icons ranging from Enrique Iglesias to U2. But one thing I found, how ever unintentional, was a message of #girlpower woven throughout the show — as Nicki owned the stage, as Charli XCX energized the crowd, as Alicia Keys mesmerized the audience with her vocal prowess. If you missed it (or just want to watch again), you can see for yourself via the video highlights, below. Read More
As MTV’s new international multi-platform campaign, MTV Breaks will givetalented MTV fans around the world the chance to kick-start a career in the creative industries by offering unprecedented opportunities to work on its high-profile entertainment events. Starting with the 2014 MTV EMA in Glasgow on Nov. 9, MTV Breaks is offering big ‘breaks’ to three talented, young creatives who will win the opportunity to work as a photographer, costume designer or camera operator at this year’s show. The selected candidates will be mentored at the show and subsequently by industry experts and will have their work featured on MTV channels and platforms the world over. Read More
Miley Cyrus will perform at the MTV EMA this weekend, airing on Sunday, Nov. 10, from Amsterdam.
Like many a media conglomerate, Viacom and its brands are often abuzz in the news. With 26 networks and the oldest film studio in the world, celebrity and entertainment headlines abound. Thanks, too, to the creative minds that are always churning and forming innovative partnerships here at Viacom, we’ve got plenty of business stories and general interest pieces. And as media meets the latest technology in the twenty-first century, there’s no shortage of tech news about our robust mobile and digital properties, our work on emerging platforms. Of course, credit, too, is due to the PR teams that work tirelessly to push out our good news.
This new weekly fixture will bring you a handpicked sample of the great reads — in no way exhaustive — that highlight some of the exciting happenings around the company. Enjoy our inaugural pickings, below:
As official backstage Twitter correspondent for the 2012 MTV EMA, David Hasselhoff reminded his followers to “get #hoffed with [him] on Twitter,” and promised to “Twitter his #hoff off” on Sunday. And he didn’t disappoint. Read More