The switch flipped on the much-hyped online music video service Vevo last night at a grand party in New York. Big-name performers included Lady Gaga and Adam Lambert, while music stars like Bono, 50 Cent, Ciara, John Mayer, Taylor Swift, Rihanna and Elvis Costello rubbed elbows with music and media executives like Google's Eric Schmidt, Clive Davis, Jimmy Iovine and Tommy Mottola. U2's Bono gave the opening address.

Vevo - a joint venture between Sony Music Entertainment, Universal Music Group, and investor Abu Dhabi Media - launched with content from three of the four major labels. EMI joined the service just this week, while negotiations with Warner, the sole holdout, are ongoing. A number of independent labels, artists and digital aggregators are onboard with Vevo as well (For the full and ongoing Vevo coverage click here). Below, photos from the bash.



(Left to right) Google CEO Eric Schmidt, Universal Music Group CEO Doug Morris, Queen Rania of Jordan, U2's Bono, Interscope Geffen A&M chairman Jimmy Iovine.



Interscope chief Jimmy Iovine, Google CEO Eric Schmidt, Universal Music Group CEO Doug Morris, CEO of Sony Music Entertainment Rolf Schmidt-Holtz, Queen Rania of Jordan, John Mayer, Vevo chief Rio Caraeff, EMI CEO Elio Leoni-Scenti, Taylor Swift.



Chairman of Vivendi Universal Jean-Bernard Levy, Sheryl Crow, Google CEO Eric Schmidt, Universal Music Group CEO Doug Morris, CEO of Sony Music Entertainment Rolf Schmidt-Holtz.



RCA Music Group exec Tom Corson, Ian Perry of 19 Management, Adam Lambert, Ke$ha, chairman of RCA Jive Label Group Barry Weiss, Gavin DeGraw.



Akon, Universal Music Group CEO Doug Morris, Lady Gaga, Interscope Geffen A&M chairman Jimmy Iovine.



Universal Music Group CEO Doug Morris, Bono.


Jive Label Group executive VP/GM Tom Carrabba, Justin Timberlake, chairman of RCA Jive Label Group Barry Weiss and Rolf Schmidt-Holtz, CEO, Sony Music Entertainment.


Interscope Geffen A&M chairman Jimmy Iovine.



Island Def Jam chairman L.A. Reid, Sony Music Entertainment chief creative officer Clive Davis and Tommy Mottola, founder of the Mottola Company.

Questions? Comments? Let us know: @billboardbiz

Print