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Lady Gaga accepts the award for best pop video for "Bad Romance" at the MTV Video Music Awards in Los Angeles. In background is presenters Cory Monteith, left, and Jane Lynch, of the cast of Glee. (AP)
Lady Gaga was crowned queen of the MTV Video Music Awards on Sunday, winning eight prizes including video of the year.
Most of her Moonman statuettes were for her video "Bad Romance," a futuristic clip featuring plenty of skin-baring scenes and bizarre costumes.
She began the evening strong, overshadowing country starlet Taylor Swift to claim the first prize at the MTV Video Music Awards on Sunday, barely managing to get across the stage in her elaborate costume.
The flamboyant pop singer, decked out in a flowing multi-layered dress and towering high heels, took the prize for best female video for her song "Bad Romance," beating a field that included Swift's "Fifteen."
Lady Gaga, 24, whose real name is Stefani Germanotta, also claimed a pair of awards that were announced before the ceremony began at the Nokia Theatre: best dance music video for "Bad Romance," and best collaboration for "Telephone," featuring Beyoncé.
"Tonight, little monsters, we are the cool kids at the party," Lady Gaga said, using her term of affection for her fans.
Going into the ceremony, the flamboyant pop singer, as famous for her outre fashion sense as for her musical sensibilities, led the field with 13 nominations.
She also announced that the follow-up to her breakthrough album "The Fame" would be called "Born This Way," and serenaded the crowd with a tidbit: "I'm beautiful in my way because God makes no mistakes. I'm on the right track baby. I was born this way."
Eminem, Swift
The only other multiple winner was eight-time nominee Eminem, who won a pair of awards for his clip "Not Afraid." The rapper opened the show with a medley of tunes, but hastily exited the Nokia Theatre before accepting his statuettes.
Award presentations at the MTV awards are often little more than distractions from the performances. Canadian teen pop idol Justin Bieber raised the decibel level to ear-splitting as he performed on an outdoor stage for legions of screaming female fans.
Beforehand, host Chelsea Handler got in a few jabs at the 16-year-old's expense. "Imagine how good his music will be when he sees a vagina," she said. Bieber won a Best New Artist gong for his breakout hit “Baby”.
Taylor Swift, who received a single nomination, went home empty-handed, crushed by the Lady Gaga juggernaut. But the country-pop starlet provided one of the show's more provocative moments, debuting a song that recounted her on-stage controversy with Kanye West during last year's ceremony.
West earned widespread opprobrium when he stormed the stage during Swift's acceptance of an award, grabbed the microphone from her and praised Beyonce, who was competing for the same award. President Barack Obama was among those who criticised him.
Handler, who also implored winners to be on their worst behaviour, wasted little time reminding the audience of last year's big controversy, when rapper Kanye West interrupted Swift's acceptance speech. She described the issue as "the big black elephant in the room."
Swift's plaintive ballad, whose title was not known, appeared to offer an olive branch of sorts to the embattled hip-hop star. Swift sang that West was "32 and still growing up ... Lost your balance on the tightrope, it's never too late to get back."
In addition to winning video of the year for "Bad Romance," Lady Gaga also took home the prizes for female video, pop video, dance video, choreography, direction and editing. Moreover, her video for "Telephone" featuring Beyonce won for best collaboration.
Winners
MTV, owned by Viacom, was possibly the night's big winner. Last year's ceremony drew nine million viewers, a six per cent increase over 2008 and the largest turnout since 2004.
The full list of winners at the 27th annual awards ceremony is as follows:
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