Backbeat: Not Your Daddy's World Music: 2NE1, Yuna, La Vida Boheme Rock MTV Iggy Concert:
Backbeat: Not Your Daddy's World Music: 2NE1, Yuna, La Vida Boheme Rock MTV Iggy Concert:

Best New Band Concert
All of the Lights: 2NE1 on the Times Square Jumbotron during MTV Iggy's Best New Band 2011 concert. (Photo: James Scheiber)

Walking up to the NYC's Best Buy Theatre on Monday afternoon the scene outside resembled nothing so much as a multi-ethnic Beatlemania. Throngs of predominantly young girls of varying ethnicities were jammed up against barricades holding signs, craning their necks hoping to catch glimpses of their music idols...who were not in any way from Liverpool; rather, the rising stars this crowd clamored for haled from such far-flung places as Venezuela, Malaysia, South Korea and Jamaica.

MTV Launches Iggy, Giving World's Bands a Platform in America

Welcome to MTV Iggy, the cable channel's multi-platform global music brand launched in October. On this day it crowned 2011's Best New Global Band based on 4.25 million votes from 169 countries. The globally live-streamed extravaganza approached the thrills and chills of MTV's hallmark VMA Awards. Here were top shelf VJ hosts Matt Pinfield, Sway and SuChin Pak and Bollywood actress Shenaz Treasury; live feeds from remote locations broadcast on the Times Square Jumbotron; punched-up interstitial videos; cameras on low-hanging booms swooping over an ecstatic audience and above all else electrifying performances.

Best New Band Concert
Jackson-Pollock-Like: La Vida Boheme, a band from Venezuela with a penchant for splattering paint on themselves, played MTV's Iggy concert on Dec. 12 in New York City. (Photo: James Scheiber)

Venezuela's La Vida Boheme's frenetic energy would give The Rapture or Franz Ferdinand a run for their angular rock money; ethereal Malaysian songstress Yuna is blessed with a gorgeous, silk-smooth voice; and Jamaican reggae singer Gyptian has an estimable flow. But it was the all-girl K-Pop quartet 2NE1 whose blend of hi-energy dance pop and lockstep choreography tha blew the roof off this sucker and was rewarded with "Best New Band of 2011" honors.

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"This really isn't 'world music," said MTV's Nusrat Durrani, Senior VP and General Manager of MTV World. "The notion of world music is steeped in negativity. It's the section at the back of the Virgin Megastore or downstairs in Tower Records where you have hardcore people looking for Ravi Shankar, Buena Vista Social Club and some other esoteric thing Ry Cooder did that's called world music. This is pop music that happens to come from other parts of the world."

Portishead
Iggy semi-finalist Yuna, who covered Nirvana's "Come as You Are," will release her debut U.S. full-length on the Fader label in Spring (Photo: Sam Deitch)

Indeed Yuna, who literally grew-up half a planet away in Malaysia, said she was weaned on Led Zeppelin and the Rolling Stones. She also cited the relatively obscure indie rock band Foals as a more contemporary band Malaysians listen to. Yuna's debut full-length U.S. album comes out this spring on the Fader label (whose roster includes Matt & Kim, Neon Indian, Editors). The album's first single "Live Your Life," written with Pharrell Williams, is due in January.

Best New Band Concert
Their Crowning Moment: 2NE1 were named MTV Iggy's Best New Band of 2011. (Photo: Nick Gascoine)

Spotted in the crowd were Alan Light, longtime music multi-hyphenate (writer, editor, producer, curator etc.) currently working with Gregg Allman on his memoir as well as programming the public television series "Live from the Artists Den; VH1 executive Bill Flanagan; Bharat Chari, Senior Marketing Director of MTV World and his marketing coordinator Lauren Moore. Also in the house: ID P.R.'s Rhett Usry, fashion designer Jeremy Scott, and striking Bollywood actress and co-hostess Shenaz Treasury who told Backbeat she had come to New York to work on the soap opera "One Life To Live" which to her disappointment was canceled last month. Holed up in Yuna's dressing room were Fader label co-founder Rob Stone, Cornerstone publicist Ashley Purdumand Indie Pop's co-founders Ben Willis and Josh Andriano.

Best New Band Concert
4.25 Million Global Music Fans Can't Be Wrong: Music multi-hyphenate Alan Light (left) is working on a book with Greg Allman; Nusrat Durrani (right), MTV's Senior Vice President and General Manger of MTV World said Iggy is just plugging into a global pop music phenomenon that is already well underway. (Photo: Andy Gensler)

Best New Band Concert
Team Yuna: From left: Ben Willis, Indie-Pop co-founder; Rob Stone, Fader Label co-founder; Malaysian singer Yuna; Josh Andriano, Indie-Pop co-founder. (Photo: Andy Gensler)

Best New Band Concert
2NE1 in a rare still moment on stage at the MTV Iggy concert. (Photo: Nick Gascoine)

Best New Band Concert
Bollywood actress Shenaz Treasury, one of MTV Iggy concert's co-hosts and former "One Life to Live" star. (Photo Andy Gensler)

Best New Band Concert
Reggae singer Gyptian breaking it down beneath the palms. (Photo: Nick Gascoine)

Best New Band Concert
Lauren Moore, Marketing Coordinator, MTV World (left) and Bharat Chari, Senior Marketing Director, , MTV World. (Photo: Andy Gensler)

Best New Band Concert
MTV Iggy picked out these five 2NE1 super fans to meet the band backstage (from left) Quan Mai, Peter Wu, May Madarang, DeLaney Harter and Younjin Kim. May recounted that when she asked 2NE1 what they eat when they're in New York, "Park Bom said Hot Dogs and Dara said Cheeseburgers." (Photo: Andy Gensler)

Best New Band Concert
Jeremy Scott appeard on stage to discuss his approach to outfitting members of 2NE1. (Photo: Andy Gensler)

Best New Band Concert
Hot Dog and Cheeesebuger Eaters 2NE1 backstage at the MTV Iggy concert. (Photo: Andy Gensler)