Madness Music Video Awards Showdown (AKA The MMVAs)

The Much Music Video Awards: Teen block party of the summer. It takes over a good portion of downtown Toronto and shuts down Queen Street. Fans line up for hours beyond hours trying to acquire a prime spot by the stage and stay committed until the very end.

The anticipation of the annual MMVAs is almost too much to handle, with hype beginning in early May and steadily building up until the final performance. The crazyness officially begins over a week prior, with fans camping out 2 days in advance just to score a highly-coveted ticket in. This turns the MMVAs into a week-long event, two stage set-ups causing street closures and sidewalk traffic jams.

Much Music pride themselves in giving the MMVAs an opportunity for fans to get as close as possible to their fave celebs, something that other big shows tend to lack. Anyone can come down and check out red carpet arrivals, watch the show from the street sans-wristband, and even watch sound checks the day before.

There was no shortage of energy and hormones at this year’s awards, with the Jonas Brothers co-hosting and performing twice. Throngs of girls packed the streets, covered in writing and sunburns, eagerly awaiting the arrival of their favorite fantasy. The rest of the performance line-up included The Black Eyed Peas, Lady Gaga, Kelly Clarkson, Alexisonfire, Shiloh, Billy Talent, Classified, Rise Against, and Nickelback. Guest presenters like Taylor Lautner and Brody Jenner induced echoing shrieks from every angle that could be heard for miles. Mass hysteria is just how we do it up in Toronto.

The televised, 2-hour live award show began at 9pm, with the Jonas Brothers opening on the main stage. Everything ran smoothly with no technical issues, major wardrobe malfunctions, or fainting teen girls. Crazy pyrotechnics, explosions, and booming bass turned the downtown core into a spectacle most likely seen and heard from space.

Here’s a look of the scene behind the stage, where artists go through to and from the stage.

Mostly hanging around the press room, I got to take some photos of winners and guests against the MMVA media wall. Highlights below.

Fergie with Kameleon Jewellery

Lady Gaga with Jil Sander sunglasses and New Era cap

Girlicious with GUESS Watches

Michelle LaFevre with BENCH Apparel

Tila Tequila with CHA CHA handbags

Etalk’s Traci Melchor with MOROCCANOIL

MMVA Gift Lounge Photos by George Pimentel
Words and Photos by Melania Fedyna