As anticipated, Lady Gaga reigned supreme over the 2011 MTV EMA awards show, held Sunday in Belfast, Northern Ireland. She took home four honors: Best Female, Best Song, Best Video, and Biggest Fan, a new category that recognizes which artist has the most committed fanbase.
Lady Gaga (pictured) refers to her fans as Little Monsters, and they are legion. Nearly 15.5 million of them follow her on Twitter, and 44.9 million have “liked” her on Facebook. Videos on her official YouTube channel have been viewed 158.5 million times, and those on Vevo’s official Lady Gaga channel have been watched an incredible 1.89 billion (with a B) times. And that doesn’t count all of the fan pages, Tumblrs, tattoos, wig purchases and other declarations of love. “Thank you for believing in my vision,” Lady Gaga told everyone watching on television, online, and in the audience at Belfast’s Odyssey Arena. “The success of Born This Way has changed my life.”
Despite the event’s characteristic outrageous outfits and raffish attitude, MTV decided to liven up the proceedings further by arranging for an on-stage streaker while Hayden Panettiere was about to reveal the winner of the Best Song award. At least they sent him out before Panettiere opened the envelope, since it’s impossible for even a naked man on international television to upstage Lady Gaga.
Three artists were honored with two awards each. Justin Bieber was named Best Male and Best Pop, Bruno Mars came top in the Best Push and Best New categories, and Thirty Seconds to Mars was recognized in Best Alternative and Best World Stage.
The 2011 MTV EMA aired on MTV’s global network of more than 60 channels, which collectively reach more than 640 million global households as well as through syndication. In addition, the related convergent programming and content was hosted on MTV’s nearly 200 digital media properties around the world. The network also established a special website just for the event, with original content, videos, news and more.
Coldplay provided the first live music of the evening, leading to performances by Justin Bieber, David Guetta, Lady Gaga, Bruno Mars, Coldplay, Red Hot Chili Peppers, Jessie J, LMFAO and Snow Patrol. For the grand finale, Queen was honored with the Global Icon award, presented by Katy Perry, followed by the band’s Brian May and Roger Taylor joined by Adam Lambert on vocals for a medley that included Queen hits The Show Must Go On, We Will Rock You and We Are the Champions.
The 2011 MTV EMA was sponsored by Dell, Replay, Hyundai and Swatch, and executive produced by Richard Godfrey and Bruce Gillmer.
2011 MTV EMA Winners
Lady Gaga – Best Female; Best Song, Born This Way; Best Video, Born This Way; Biggest Fans
Justin Bieber – Best Pop; Best Male
Thirty Seconds to Mars – Best Alternative; Best World Stage
Bruno Mars – Best New; Best Push
Queen – Global Icon
Eminem – Best Hip Hop
Katy Perry – Best Live
Linkin Park – Best Rock
Bigbang – Best Worldwide