“X Factor” U.K. boy band One Direction will be treated like royalty at the 2012 MTV Video Music Awards, which will take place September 6 at the Staples Center in Los Angeles. Expect the group to be seated front and center in the audience and to walk up on stage at least once to give an acceptance speech. In addition, sources have told me that One Direction is getting one of the biggest areas backstage, and the group is planning an unforgettable performance that One Direction hopes will be among the most-talked about at the show.
As previously reported, One Direction is a nominee and performer at the 2012 MTV VMAs. One Direction’s “What Makes You Beautiful” is nominated for Best Pop Video and Best New Artist. The winners are chosen by online voting.
In addition to getting prominent seating at the show, One Direction will do an ambitious production for “What Makes You Beautiful.” There are security issues that need to be worked out and things are being kept top-secret, but MTV is fully accommodating what One Direction wants.
“The X Factor” U.S. judge Demi Lovato is expected to be seated near One Direction. Lovato is performing at the 2012 MTV VMA pre-show, and her hit “Skyscraper” is nominated for Best Video With a Message. She and One Direction’s Niall Horan have publicly admitted that they have crushes on each other, although Lovato has said in several interviews that she is “just friends” with Horan and that she doesn’t want to date anyone right now.
As previously reported, the guys in One Direction who have girlfriends will not be walking the red carpet with them at the awards show but the girlfriends who will be there will be with their beaus at the after-parties. Danielle Peazer (Liam Payne’s girlfriend) and Eleanor Calder (Louis Tomlinson’s girlfriend) are expected to be there, but Perrie Edwards (Zayn Malik’s girlfriend) has work commitments in Europe.
As many fans know, One Direction has performed “What Makes You Beautiful” on several TV shows. Most of those performances have just been of the group pacing around and kind of dancing on stage, and the set production is usually fairly simple. Before One Direction starts doing the TV appearances performing “Live While We’re Young” (the first single from One Direction’s second album), the group wants to “go out with a bang” for “What Makes You Beautiful.” It won’t be the last time One Direction performs “What Makes You Beautiful” on TV, but the group wants it to be one of the most memorable TV performances of the song as a “thank you” to One Direction fans.*
“What Makes You Beautiful” has sold 3 million copies so far in the United States, and it is still riding high on the sales charts in the U.S. and many other countries.
Here is what One Direction’s VIP treatment at the MTV Video Music Awards will be like:
Before the show
Preferred time slot for rehearsals (in the afternoon)
VIP invitations to the KIIS-FM’s MTV VMA gifting suite, where guests will get free products and services, such as Knight N Armor hats and baseball caps, Spa On Location treatments, Original Gourmet lollipops, Diabolo vitamin drinks, Murad skin products and Pinkberry catering of frozen yogurt.
During the show
VIP area backstage; larger dressing room area than most of the other artists
Audience seating in the front/center section
After the show
VIP invitations to MTV VMA after-parties
(Click here for more information on the 2012 MTV VMA after-parties.)
*September 6, 2012 update: After much debate, One Direction ended up performing “One Thing” not “What Makes You Beautiful.” Another change in the production was that fans were supposed to be on stage with One Direction, but those plans were nixed because of security concerns and because other MTV VMA acts planned the same thing.