Sam Keywanfar, founder/CEO, House of Hype, the evening's honoree Kaskade, and Noel Lee, CEO, Monster Products, arrive to the 5th Annual House Of Hype Music Awards at Beverly Hills Hotel on September 6, 2012 in Beverly Hills, California. (Photo by Paul A. Hebert/Getty Images)
The 5th Annual House of Hype Power Players Event, held Thursday night at the Beverly Hills Hotel's Rodeo Room, brought out key players in the music industry following the evening's MTV's Video Music Awards at the Staples Center in downtown Los Angeles. Numerous entertainment industry executives were seen roaming the area, including Creative Artists Agency agent Jbeau Lewis; Katy Perry manager Bradford Cobb; talent manager Mike Nazzaro; Island Def Jam Music Group's Chris Anokute; Viacom's Lee Coleman.
Presented by Esquire Magazine, in association with Square Enix and Monster Headphone, the packed invite-only event, honored electronic dance music giant Kaskade (whose real name is Ryan Raddon) with an exclusive dinner. In addition to Kaskade, other artists roaming the VMA after-party -- which featured plenty of free Red Bull, Air alcohol water, and Swedish vodka Svedka -- included Katy Perry, John Mayer and Ne-Yo and Akon. After an hour-long cocktail reception, the House of Hype event turned into a dance party with music provided by DJ Irie and DJ Cobra.
Throughout the evening Island Def Jam Music Group senior VP of A&R Chris Anokute (above) was seen bouncing around the room, at one point testing out some new Monster headphones and escorting Akon into the party. Anokute says a high priority at the label is artist Baby E, who's signed to a publishing deal with Dr. Luke's Prescription Song. He's also working with new female singer Smokey, which he describes as "Janis Joplin for the new generation." (Photo: Mitchell Peters)
Lee Coleman, a 10-year veteran at Viacom, represented his company at the House of Hype Power Players. Coleman, who serves as VP of global business development at Viacom, came straight to the after-party for the MTV VMAs at Staples Center and was excited to talk about the company's new alliance with Monster's new audio brand, Monster DNA. In addition to the new headphone line being featured exclusively in a Kia TV advertisement during the VMAs, Coleman says each artist at the awards show was given a free pair of the Monster DNAs in an effort to promote the brand. Coleman also noted that a decent chunk of Viacom's staff arrived in LA for the VMAs: about 200 total. (Photo: Mitchell Peters)
Tired of hearing LMFAO hit "Sexy and I Know It"? Blame the song's co-writer George Robertson. "If you hate that song, I'm the guy to blame," Robertson says early in the evening. But expect to hear more from the songwriter in the near future. Robertson says he'll be working again with LMFO's Redfoo and SkyBlu on the duo's forthcoming album. (Photo: Mitchell Peters)
Meet new RCA Records artist Tinashe (right), who signed to the label a couple of months ago. Posing with her manager Mike Nazzaro of Type One Management, Tinashe released a new mixtape on the same day as the VMAs. She's currently working on a new album with a handful of producers, including T-Minus. (Photo: Mitchell Peters)