British boy band One Direction scooped three top prizes on Thursday at the MTV Video Music Awards, confirming their stellar rise on the US music scene, while Rihanna won Video of the Year.
Rihanna's ex Chris Brown and edgy British singer MIA were runners-up with two gongs apiece at the Los Angeles awards show.
Barbados-born Rihanna, who went into the evening with the most nominations at five along with rapper Drake, opened the show with a high-energy performance of her latest single We Found Love and a remix of Cockiness.
We Found Love won her Video of the Year, defeating fellow nominees Katy Perry for Wide Awake, Gotye with Somebody That I Used To Know, Drake featuring Rihanna with Take Care and MIA's Bad Girls.
But One Direction, who came together after entering as solo contestants on British talent show The X Factor, confirmed their pop firmament ascendancy only half a year after arriving in the United States.
Their video for What Makes You Beautiful won them both Best New Artist -- beating Fun, Carly Rae Jepsen, Frank Ocean and The Wanted -- and Best Pop Video, besting rivals including Canadian teen sensation Justin Bieber.
They also won the Most Share-Worthy Video category, to take home the most awards of the night.
Elsewhere in the main categories, Nicki Minaj won Best Female Video for Starships, beating Perry's Part of Me, Rihanna's We Found Love, Beyonce's Love on Top and Selena Gomez with Love You Like a Love Song.
Best Male Video went to Chris Brown for Turn Up the Music, against shortlisted rivals Bieber for his Boyfriend video, Ocean's Swim Good effort, Drake featuring Rihanna with Take Care and Usher's Climax.
Other notable performances at the Staples Center show included Grammy-winning country-pop star Taylor Swift with her sing-along We Are Never Getting Back Together, while Alicia Keys played the thumping Girl on Fire.
See the full list of MTV VMA Winners below:
Video of the year: Rihanna featuring Calvin Harris, We Found Love
Best pop video: One Direction, What Makes You Beautiful
Best new artist: One Direction, What Makes You Beautiful
Best female video: Nicki Minaj, Starships
Best male video: Chris Brown, Turn Up The Music
Best hip-hop video: Drake featuring Lil Wayne, HYFR
Best video with a message: Demi Lovato, Skyscraper
Best electronic dance music video: Calvin Harris, Feel So Close
Most share-worthy video: One Direction, What Makes You Beautiful
Best rock video: Coldplay, Paradise
Best direction: MIA, Bad Girls
Best art direction: Katy Perry, Wide Awake
Best choreography: Chris Brown, Turn Up the Music
Best editing: Beyonce, Countdown
Best visual effects: Skrillex, First of the Year (Equinox)
Best cinematography: MIA, Bad Girls