A DISTRICT of Edinburgh long down on its luck played host last night to the MTV European music awards - one of the most glamorous events in the rock and roll calendar.
Beyonce, Kylie Minogue and Justin Timberlake performed in a specially constructed big top in Leith, once the bustling docklands of the city.
The awards were celebrating their 10th anniversary, watched by a worldwide audience of one billion people, in addition to the 2,000 who bought the pounds 34 tickets for the live concert in just 14 minutes.
The event was enticed to the city with the offer of a pounds 750,000 incentive from the Scottish Executive, Scottish Enterprise and Edinburgh City Council, much to the distress of less glamorous art forms, which have been fighting for cash. The irony was not lost on opera lovers. Scottish Opera, whose acclaimed Ring cycle comes to an end in Glasgow this weekend, is rumoured to be facing a deficit of pounds 3m, and is in talks over future funding with the Scottish Arts Council and the Scottish Executive.
But a Scottish Executive spokesman said the money given towards bringing MTV to Scotland was a small investment for the expected return. The aim was to boost the profile not only of Edinburgh but of Scotland worldwide.
Jack McConnell, the First Minister, said: "These awards are right up alongside the Oscars as one of the most widely watched entertainment events in the world.
"Having one billion people tuning in to watch Edinburgh and Scotland at its best is a fantastic opportunity for us. It is an opportunity to show the world our creative talent, the warmth of our welcome and our ability to put on a party that can rival anyone else."
The immediate spin-offs were expected to contribute pounds 4m to the economy. About 8,000 hotel rooms were booked for the event, 140 limousines transferred stars to and from the ceremony and 28 hairstylists were backstage, using an estimated 300 cans of hairspray.
The presenters and performers themselves enjoyed a goody bag of gifts including Ballantines Scotch and a free weekend in Stobo Castle as well as less Scottish benefits such as Love Kylie knickers and a designer bikini.
As if the likes of Christina Aguilera, the awards' host, cannot afford a touch of luxury themselves, the bag also includes Mystery perfume by Naomi Campbell, cosmetics, video games and state-of-the- art Sennheiser PX 200 headphones.
The sight of the likes of Kylie and Michael Stipe walking the streets of the Scottish capital has undoubtedly caused excitement in recent days. Pink was seen in a tartan jacket and fluffy animal slippers at Edinburgh airport.
And the Hollywood action man Vin Diesel caused a stir when he was spotted having a kilt fitting for his role presenting comedy sketches between the main acts.
By yesterday, the entrances to all the main hotels were cordoned off as crowds gathered to catch a glimpse of their favourite stars.
About 20,000 people who were unable to grab one of the tickets for the main event gathered in Princes Street last night for an alternative free concert featuring Jane's Addiction, the Chemical Brothers and Flaming Lips.
At the main event, other performers included the American chart- toppers the Black Eyed Peas, the Scottish band Travis and the new kings of British glam rock, the Darkness.
SCOTCH AND STOBO: NOT BAD FOR A GOODY BAG
Among the gifts for presenters and performers were:
w Ballantines 12-year-old Scotch
w A selection of BeneFit cosmetics
w Bentley Scotland new Continental GT car for any weekend
w Braun Portable Steam and Straight for sexy poker straight hair and Braun Activator Shaver
w A Champneys Health Club day pass
w EA Games including Fifa Football 2004, Def Jam Vendetta, The Lord Of The Rings - The Two Towers
w MTV Celebrity Death Match game for PlayStation2
w Delicious biscuits from Harvey Nichols Edinburgh
w Instant Tan 6 Second Tan for that sexy summer glow
w Love Kylie - knickers from the Pop Princess
w Box of Maybelline cosmetics
w Mystery perfume by Naomi Campbell
w Redken professional hair styling products
w Exclusive Rosa Cha Bikini
w Roca Wear Armidale Scottish Vodka and shot glasses
w Traditional fur-covered sporren from Scottish Sporrens company
w Sennheiser PX 200 headphones
w Exclusive Starwood Hotels Platinum Card membership
w Stobo Castle free weekend in the Cashmere Suite
w TDK CD wallet with built-in portable speakers for the complete music experience on the move
w Toni & Guy grooming products
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