The Wanted poses for photos with the members of the U.S. Olympic women's gymnastics team. (Photo: Tiffany Rose/WireImage)
Rita Ora tweeted to her 1.2 million fans that she'd be performing at a VMA after-party, but getting in to see the 21-year-old British singer and Roc Nation artist at the Palladium in Hollywood was easier said than done. MTV and Time Warner Cable threw an intimate bash for the charity Lifebeat, shortly after the VMAs broadcast ended on the other side of the country, attended primarily by advertisers and cable subscribers.
"Jersey Shore" star Pauly D., whose 4 million Twitter followers know all about his DJ career, spun at the party. The night also featured sets from turntablist A-Trak, Graham Funke and rapper Sam Adams. Ora, whose album hit #1 in the UK this week, presented at the VMAs. A-Trak was nominated in the newly-minted Best Electronic Dance Music Award category.
Rita Ora rocks the stage after the VMAs at the MTV party. (Photo: Ryan J. Downey)
Partygoers hanging in the VIP areas (situated in two balconies) and on the dance floor included Pauly D's castmates Deena Cortese, Ronnie Ortiz-Magro and Sammi "Sweetheart" Giancola; Olympic gymnastic team Fierce Five; cast members from MTV's "Teen Wolf," "Awkward" and "The Real World"; YouTube star Tyler Oakley; Sony Pictures Entertainment Digital Media Manager Vanessa Crase; Mike Snedegar of Las Vegas' TAO Group; Ryan Labbe and Jason "JRoC" Craig from MTV's Pauly D Project; and MTV News correspondent Christina Garibaldi.
Dozens of people from major 2012 MTV Video Music Awards sponsors like Pepsi, Trojan Brand Condoms, Monster Headphones & Speakers and Taco Bell were also on hand. Jeannie Scalzo, SVP Integrated Marketing & General Sales Management, MTV, worked directly with Taco Bell on their sponsorship, which included social media elements, QR code packaging and music content in the fast-food chain restaurants.
The Far East Movement shows off some of their 2012 NBA Baller Beats merch. (Photo: Tiffany Rose/WireImage)
"Tonight is our affiliate group and national ad sales group coming together and making a bigger party," she explained to Billboard.biz, emphasizing the importance of the charitable aspect of the event and Lifebeat's important work in the fight against HIV/AIDS. "A lot of the senior members of Viacom and MTV staff are on the board of Lifebeat. It's a charity we all feel very strongly about supporting."
Viacom's Samantha Cooper works in content distribution for MTV Networks. Part of her job involves developing strategic relationships with cable outlets like Time Warner Cable, as well as work in emerging platforms with Viacom's many networks, like Comedy Central and BET.
Sam Adams takes the stage at the MTV/Time Warner Cable after party. (Photo: Ryan J. Downey)
"We've been partners with Time Warner for 25 years. We love them," she said. "Without the distributor, nobody gets to watch the VMAs at all. They own the market in Los Angeles, they own the market in New York. The Democratic National Convention was at the Time Warner Arena in Charlotte. They're really great partners. [With this event], we wanted to open our kimono a little bit and let them in on the fun VMA part."
Jeffrey Hirsch, Chief Marketing Officer at Time Warner Cable, is always looking for ways to provide the company's subscribers with deeper access to music, sports and other "passion points" through their partnerships with different networks. "This was a really customer-specific event. This was really trying to give something back to our customers and provide really deep access to music based on our relationship with MTV and the VMAs. And it was also supporting a really good cause in terms of the charity we were raising money for this evening."
Karmin performing at the XBOX 360 party. (Photo: Tiffany Rose/WireImage)
That same night, Velodyne Acoustics presented the 2012 NBA Baller Beats by XBOX 360 VMA Lounge at LA LIVE. While guests indulged in Voli Light Vodka, REFINE mixers, and Timbaland's brand new LeSutra liqueur, stars such as The Wanted, the women's U.S. "Fierce Five" gymnastics team, the Backstreet Boys' A.J. McLean, Far East Movement, and Karmin, who also performed during the event, mingled through the venue.
A.J. McLean of the Backstreet Boys attends the XBOX 360 party. (Photo: Tiffany Rose/WireImage)