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Rap pollinates Europe

MTV invades Eternal City with kudocast

ROME — Rap ruled at the 2004 MTV Europe Awards last week, where OutKast scooped up three statuettes and Usher nabbed two.

The 11th edish of the annual kudocast — which migrates around Europe — was held outside Rome in a giant tent and emceed by rapper Xzibit.

It tied into a tandem concert outside the Colosseum, where Hoobastank, the Cure and Anastacia performed, along with Italo pop stars Carmen Consoli and Elisa.

The simultaneous awards show and concert culminated MTV Italy’s so-called pollination week, crammed with concerts and parties in the Eternal City.

“MTV Italy is the jewel in our crown,” MTV Network Europe prexy Brent Hansen told Variety. “It’s possibly the best-looking MTV anywhere in the world.”

Italy is the only European country where MTV goes out free on terrestrial, besides also being beamed by Sky Italia’s pay TV service.

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