When the MTV Video Music Awards last hit L.A. in 2008, there were two competing gifting suites in the Thompson Beverly Hills hotel alone. One economic crash later finds the same marketers and PR firms creating new events to activate their clients across parties this weekend. Now, there’s hardly a swag suite in sight. Here’s a rundown of the top tickets, tightest lists, and why you should keep checking your BlackBerry on Saturday night.
Thursday:
MTV hosts a rare, officially sanctioned event: A “Verizon Club Night” with producer Jermaine Dupri and performer Sean Kingston (left) at Playhouse Hollywood. What to expect? Big crowd, heavy on sponsors, and lots of contest winners recording video on sponsor Verizon’s phones.
Friday and Saturday:
Miami Marketing Group, who were one of the firms hosting a gifting suite in 2008 “aims, to break away from the typical, tired gifting suites” (via press release) by unveiling the “Musicbox powered by Ustream.”
The five-hour daytime event on Friday and Saturday afternoons has a Coachella-esque vibe -- live musical performances in a choice location with brands like Sweet Breath and New Era integrating in to the event instead of gifting. LMFAO, Hyper Crush, and a partnership with the CAA of DJ talent, SKAM Artists, will provide the tunes atop the London Hotel. Live video streaming will export the insider-y feeling worldwide. “It’s a win-win for both (event producers and us). It shows what people can do with the platform,” Ustream CEO John Ham told TheWrap.
After recent success with multi-camera backstage streaming of the Primetime Emmys, and previous streaming records carrying the “Twilight” premieres and American Music Awards red carpets, the San Francisco-based live video streamer recently opened a Hollywood office to foster partnerships like “The Music Box."
Bonus: Command PR (the firm featured on E!’s reality show “The Spin Crowd”) is handling the event. Come camera-ready.
Saturday:
Def Jam Rapstar and Kodak’s Pre-VMA Summer Soiree
On Saturday afternoon, A-list hip-hop executive Kevin Liles and performer Trey Songz welcome their “business family” to a pre-VMA summer soiree at a private estate in Brentwood. The forthcoming “rap-along” video game Def Jam Rapstar and Kodak sponsor the poolside get-together the day before the show. Besides a preview of the yet-to-be-released game, the top perk is the on-site “Perfect Skin Spa." What to expect: The calm before the storm.
House of Hype
The festival-trotting country club known as “House of Hype” touches down at a private estate in Beverly Hills. After a daytime pool party, Esquire Magazine seats 30 elite guests at Philippe Chow’s table for their “Power Players Dinner.” Vincent Herbert and Troy Carter (prominent members of Lady Gaga’s management team) head the dinner honoring music video directors.
Later in the night, BlackBerry will host a BBM Lounge After Party with the House of Hype for an only slightly more inclusive guest-list.
