Video-generated star Lady Gaga predictably made the biggest splash at the 2010 MTV Video Music Awards, walking away with five “Moon Man” statues at Sunday’s kudocast at downtown L.A.’s Nokia Theater.
Taking every performance category in which she was nominated, Gaga collected trophies for video of the year (presented by Cher), best female video, best dance video and best pop video (all for “Bad Romance”) and best collaboration (“Telephone,” with Beyonce).
The flamboyant vocalist’s “Bad Romance” clip was also acknowledged in three technical categories: choreography, editing and direction.
Singer wore a different outré Alexander McQueen creation to the stage for each acceptance speech.
Best male video and best hip-hop video honors went to Eminem, who opened the show with live perf of the winning track “Not Afraid” and his duet with Rihanna, “Love the Way You Lie.”
By the time his awards were handed out, rapper had exited the hall for a flight back to New York for his Monday Yankee Stadium concert with Jay-Z.
Justin Bieber, who performed outdoors at L.A. Live, scored best new artist (a fan-voted honor) for “Baby,” his collaboration with Ludacris.
Actor-musician Jared Leto’s rock band 30 Seconds to Mars took the best rock video category for “Kings and Queens.”
Other performers included Usher, Florence & the Machine, Taylor Swift, Drake (with Mary J. Blige and Swizz Beatz), Bruno Mars, the B.o.B, Paramore’s Hayley Williams, Robyn and architect of last year’s VMA scandal Kanye West.
Glitzy, star-filled but somewhat tame network event was hosted by Chelsea Handler.