Next I visit the press room, where winners will go after they’ve been on stage. Last year, she reports, she had a go on LMFAO this year she’s hoping for Ed Sheeran and Justin Bieber. Afterwards, I ask Olivia if hers is basically the ideal job if you want to touch pop stars. Like most massages, it’s really just someone bashing you about for a bit and she messes up my hair. They’re not.”Īt this point it’s suggested I get a massage from a lady called Olivia in the backstage spa area. “If you look online now, you’ll probably see that people are advertising that they’re going to live-stream the show. “We’re blocking live-streams, too,” says anti-piracy expert Deborah Robinson. The anti-piracy room is where things such as unofficial YouTube uploads of the show will be annihilated and it is not exactly LOL central. Much like its pop star namesake it’s nice enough, but you wouldn’t want more than one.Īlong one side is a room with “anti-piracy” written on its door. “We just needed somewhere to display the Patrón,” he shrugs. He doesn’t seem to want to talk about Expedits. I try to engage the barman in some Expedit chat: it’s a design classic, the new Kallax has nothing on it, that sort of thing. Somewhat disappointingly, this is merely a series of wireless door chimes, but I’m pleased to see that the Patrón bar has been constructed using an Ikea Expedit. Patrón Tequila has established something called “Push for Patron” – artist dressing rooms have special buttons which, when pressed, will bring in booze on a trolley. In the artist area there are stalls for sponsors and brands there’s a Guitar Hero section, for instance, and an Instagram booth. Photograph: Anthony Harvey/Getty Images for MTV Peter Robinson with one of the coveted awards. The backstage village is a warren of grey partitions and security guards checking for the right type of wristband (of which there are 14) and laminate (of which there are 20). ![]() Still, while the EMAs’ A-lister count doesn’t match that of its glitzier older sister, the VMAs, MTV can still pull in the stars and has decided to let me loose around the awards venue for the next 48 hours. At the other end of the scale there are the YouTube music awards, a curious invention that came to life in 2013 as a rather charming live-streamed, Spike Jonze-directed shambles, missed a year in 2014, then reappeared this year with celebrity YouTuber Tyler Oakley at the helm. Its inaugural year seemed like a cautionary tale in what happens when attempting to occupy the perilous middleground between Radio 1, Radio 2, 6 Music, Jools Holland and a primetime TV audience, but the Beeb is doing it again this December, so well done everyone. Last year the BBC created a worthy “HERE ARE OUR VALUES DO YOU SEE?” borefest called the BBC music awards, essentially the Brits with some crowbarred-in Gregory Porter. Photograph: Dave Hogan/Getty Images for MTV Today, watching Derulo Swegwaying at high speed down a ramp, it feels like I am at the epicentre of now.Įd Sheeran in a splendidly starched shirt. In the awards’ previous November slot, this sight would have seemed hopelessly passé. And he is doing this dance routine on a Swegway.ĭerulo on a Swegway is a tableau so powerful and laden with meaning that after his live performance I fully expect it to replace “Christ on a bike” as my go-to exclamation a spectacle so quintessentially “late-October 2015” that MTV must be cock-a-hoop that it brought forward its EMAs to take place a month earlier than usual. Four metres away from me, Jason Derulo – the ludicrous pop entity who once broke his actual bloody neck executing a daring dance move – is rehearsing his MTV Europe music awards (EMAs) performance of joyously basic banger Want to Want Me, which involves a dance routine. From the outside, Milan’s Mediolanum Forum is a wretched-looking concrete sports stadium situated underneath an electricity pylon, by a motorway.
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