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Photograph by Jill Greenberg
  • It is 75 minutes before showtime at the 2010 MTV Video Music Awards, and the Justin Bieber Watch is in full effect. (OMG!) On the fourth-floor pool deck of the hotel that overlooks the Nokia Theatre in downtown Los Angeles, a motley collection of MTV marketing partners, entertainment executives, and other shiny Angelenos are enjoying cocktails and squinting at the open-air red carpet.

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