Backbeat: Lance Bass, Mario, Guggenheim, theAudience Execs Kick Off Coca-Cola's AMA Pre-Party
Backbeat: Lance Bass, Mario, Guggenheim, theAudience Execs Kick Off Coca-Cola's AMA Pre-Party

Rain may have dampened L.A.'s downtown streets, but that didn't stop American Music Awards pre-show red carpet hosts Lance Bass, Eden Sher and Tristan Wilds (90210) from hitting the town Saturday. Guests exchanged their wet footwear for bowling shoes and hit the lanes at L.A. Live's Lucky Strike at the AMA's official Charity Bowl Pre-Party, presented by Coca-Cola and POPSUGAR, which featured a VIP room with an open bar.

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Guggenheim Partners president Todd Boehly and Katie Boehly (Photo by Wise/PictureGroup)

Partygoers included Guggenheim Partners executives Todd Boehly, Scott Minerd, Dottie Mattison, Jonathan Boring, and Dominick Cogliandro; Oliver Luckett and Cira Sims from theAudience ( Sean Parker and Ari Emanuel's social media-oriented startup); singer Mario; Emmy Award winning actor Eric Stonestreet ( "Modern Family"); Hollywood rock scene fixture Billy Morrison ( Billy Idol, Camp Freddy, The Cult); Billboard's own Editorial Director Bill Werde; actress (and former wife of Verve Records chief David Foster) Linda Thompson; and Veev beverage founder Courtney Reum.

duo Lance Bass (right) and friend (Photo: Wise/PictureGroup)

The private VIP area included a few secluded lanes, where revelers dined on bite-sized fried chicken, macaroni poppers and a variety of desert-y nibbles passed out by Lucky Strike wait staff throughout the evening. Conversations centered on the various charities benefited by the annual event as well as tonight's performances from Taylor Swift, Carrie Underwood and Justin Bieber. Sims, a former staffer at Will and Jada Smith's Overbrook Entertainment, told Billboard.biz that Usher, Charlize Theron and Mark Wahlberg are among the clients the somewhat secretive startup theAudience have been helping better utilize their social media presence.

Bass, Sher and Wilds are among the hosts of tonight's "Coca-Cola Red Carpet Live! @ the 2012 American Music Awards."

group (L-R): Helen Cogliandro, Guggenheim's Dominick Cogliandro and Jonathan Boring, Gina Costello hang at the pre-party. (Photo: Wise/PictureGroup)

From left: Gail Evertz, Billy Morrison, Linda Thompson (Photo: Wise/PictureGroup)

From left: Guggenheim Partners' Scott Minerd and Jonathan Boring (Photo: Wise/PictureGroup)