Lady Gaga was a winner as MTV debuted its inaugural O Music Awards - eschewing award show traditions and even its own broadcasting power.
A new-fangled, multi-platform event, the O Music Awards aired not any of the MTV Networks but on Facebook, MTV websites and mobile apps. The live, hour-long webcast was billed as a fan-friendly celebration of digital music.
The webcast emanated from an outdoor stage in Las Vegas, but effectively took place in the digital realm.
Most winners accepted their glass cube awards remotely in taped video acceptance speeches and some performances, like those by Foster The People and Mumford & Sons, were piped in from other locations.
Lady Gaga won most innovative artist and must-follow artist on Twitter. The winners were chosen by fan voting, which was counted in real time ahead of the awards.
"You make me feel so brave," said Gaga in a video. "And you make me feel like I can really push the boundaries of commercial, mainstream music and art."
Other awards sought to honour the less famous. Viral video sensation Rebecca Black presented the award for "fan army" to the passionate following to Tokio Hotel's Aliens.
"That's so amazing, you guys," said Rebecca to squealing fans around her.
Andy Samberg's comedy group Lonely Island won funniest music short for their Saturday Night Live music video I Just Had Sex.
Kanye West won for best tweet, an inevitability since he was the only one nominated. Website Pandora won for best music discovery site and singer-songwriter Andy Grammer won most innovative music video for his Keep Your Head Up video.