hosted its AMP’D Up! event Sept. 27 at the Best Buy Theater in New York as part of Advertising Week 2010. The event drew in key players from the entertainment, advertising and technology industries who networked while being entertained by Bruno Mars and John Legend and the Roots. PHOTOS: GABRIELA HERMAN/RACHEL BEEN/ELIZABETH HURST

(From left) Bill Werde, Billboard's editorial director hangs backstage with The Roots' ?uestlove; John Legend; Rich Schaefer, manager of Legend and the Roots; and Jonathan Cohen, music booker for Late Night with Jimmy Fallon.

Billboard music editor, Cortney Harding (left) catches up with Warner Music Group’s Amanda Collins (center) and Chris Mackowski (right) before the show.

Bruno Mars (left) meets Advertising Week's Matt Scheckner (right) backstage before the show.

Attendees, Chad Harper of Hip Hop Saves Lives (left); Jason Lawrence, Founder of Status Nightlife (right) and guest (center) enjoy themselves while waiting for Bruno Mars to take the stage.

Sony ATV’s Ryan Raichilson (left), Jimmy Asci (center) and Editor, Tye Comer (right) skipped out of an exclusive listening event early to attend the bash.

Actress Janinna Gavankar from Showtime’s “the L Word” enjoys the evening with Jay Sean Producer Jeremy Skaller; Maxwell Producer Hod David; and Billboard’s East Coast sales director, Chris Robbins.

Bruno Mars takes the stage and blows the roof off of the Best Buy center in NYC.

Lisa Ryan Howard, Billboard’s Publisher and Jimmy Asci, Sony ATV’s director of operations share some laughs while enjoying Bruno Mars’ set.

After their red hot performance, where they intermixed their best known songs with covers of Michael Jackson and The White Stripes, Bruno Mars and crew unwind backstage. Bottom Row, from left: Brian London, music director for artists including Bruno Mars, Taio Cruz, and Jason Derulo; Mars; and Phillip Lawrence of the Smeezingtons – Mars’ writing/production trio. Top Row, from left: Brody Brown, singer/songwriter and bassist for Bruno Mars; Matt Galle, booking agent at Paradigm; John Janick, founder of Fueled By Ramen; and Mars’ drummer E. Panda.

Andy Anderson Media Director for Ad Agency, T-3 who works with leading brands including Microsoft, Pfizer, Ford, and Chase, hangs with rising superstar Bruno Mars backstage at the event.

John Legend and The Roots bring their new project “Wake Up!” to the stage. The album, which hit stores just a few days earlier on September 21, is a collection of mostly empowerment songs from the civil rights movement that were remade by Legend and The Roots into a cry for social consciousness today.

Jive recording artist K. Michelle (center) enjoys the performance with her lawyer, Tiquisha Tobin (left) and stylist Kendrell Bowman.

Billboard’s Antonio Amato is pictured here with T-3’s Eden Gorcey and Andy Anderson.

Master filmmaker and director of John Legend and The Roots’ live streamed American Express’ Unstaged Concert, Spike Lee (right) and his wife, Tonya Lewis Lee (left) tucked themselves into the sound booth for the best view of the set.

The Roots' lead MC, Tariq "Black Thought" Trotter breaks it out during their performance of "Little Ghetto Boy."

Jesse Kirshbaum, CEO of New Universal Entertainment Agency (right) with Stacy Green, Social Media & Digital Marketing Manager at NY Times (left).

Attendees, Charles Merritt and Maya Poulton of Jetsetter enjoy the evenings ambiance and rocking entertainment.

Chad Harper, founder of Hip Hop Saves Lives and Billboard’s Alexandra Hartz catch up during the show.

Jeremy Levine, Billboard's VP of integrated sales and associate publisher (center) poses here with AOL's Alaina Reiser (left) and Jordyn Greaux (right).

Billboard's John Paterson and Meredith Interactive's Usheen Davar become big fans of the evening's performers.

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