Vegas draws top names in music for Billboard awards

Spencer Patterson

Tuesday, Dec. 7, 2004 | 9:53 a.m.

When Bob Bain first brought the "Billboard Music Awards" to Las Vegas in 1996, the Strip beckoned as a new and different site for a televised awards show.

"What we saw was a fresh audience, as well as an attractive environment for celebrities," Bain, the shows executive producer, said.

"The combination of a noncynical awards show audience plus the opportunity to provide a great evening of entertainment for celebrities who can do this show from 5 to 7 and then have the rest of the evening to party in Las Vegas is a potent incentive for performers and presenters to show up."

Judging from the parade of music awards shows that has followed the BMAs to the Strip during the past eight years, Bain was onto something. Las Vegas is now also home to the "Radio Music Awards," the "Academy of Country Music Awards" and the "World Music Awards," the last of which moved to town this year.

So now that his show no longer boasts a unique location, how does Bain separate Billboard from its competitors?

By striving to keep the show fresh, rather than relying on past successes, he says.

"My feeling is that is the obligation of a successful awards show producer to reinvent himself every time you go out there. Otherwise it becomes mechanical, predictable and boring," Bain said in a phone interview from his Los Angeles office last week.

"I think we have a quality control level that is higher on this show than most of the other shows. We pride ourselves on truly unique one-time-only performances, and a creative presentation that basically reinvents itself every year."

Wednesday night the "Billboard Music Awards" return to Las Vegas for the ninth consecutive year. The two-hour event kicks off at 5 p.m. at the MGM Grand Garden Arena, airing live on the East Coast and tape delayed in Las Vegas at 8 p.m. on Fox (KVVU Channel 5).

Tickets are available from $52.50 to $183.75, with audience members advised to be in their seats by 4:45 p.m.

As of last weekend seven musical performances were confirmed. Topping the list: a medley-style tribute to Billboard's 2004 Century Award winner, Stevie Wonder, featuring Diana Ross, Mary J. Blige and the recently reunited Destiny's Child.

Wonder received a standing ovation from the MGM crowd last year during his introduction of 2003 Century Award winner Sting.

"I have never met anyone who doesn't love Stevie Wonder, whether a civilian or a celebrity or in between," Bain said. "He is one of the most likeable and respected performers in the history of the music business."

Also scheduled to perform: Usher, Gwen Stefani, Green Day, Nelly and Evanescence. Keith Urban and Sheryl Crow are also slated to team for a rendition of Urban's "Days Go By."

"American Idol's" Ryan Seacrest hosts the show, which will feature a comedic theme this year, according to Bain.

"We have employed the cast of 'MADtv' and their troupe of incredible impersonators," Bain said. "So it's safe to say that just about every musical artist is going to be at this show, whether they want to be or not."

Scheduled presenters include: Big & Rich, Chingy, Duran Duran, Earth, Wind & Fire, Gloria Estefan, Macy Gray, Hooba- stank, Lil Jon & The East Side Boyz and Nick Lachey.

Usher is up for 13 awards, leading all finalists. Alicia Keys is among the contenders in 12 categories.

Along with Usher and Keys, Maroon 5 and OutKast are finalists for the 2004 Artist of the Year award.

Billboard winners are determined by sales and radio play from December 2003 through November 2004.