The awards were held in their name - but European bands failed to make their mark at the MTV Europe Music Awards.
Despite being voted for exclusively by European TV viewers, American stars snatched almost all the awards at the glittering ceremony in Rome last night.
British acts like Robbie Williams, Jamelia, Dido, The Streets and Franz Ferdinand had all been up for awards but walked away with nothing.
Despite being the resurgence of British acts on the world music scene, only one home grown band, Muse, walked away with a main award, for Best Alternative Act.
Asked how he felt about the fact that American stars won 11 out of the 12 awards, Muse singer Matt Bellamy said: "There needs to be more European bands, that's all I'm saying."
US band OutKast emerged as the big winners of the awards, with Best Song and Best Video for Hey Ya!
Usher took home Best Male and Best Album, for Confessions, and was presented with one of the awards by supermodel Naomi Campbell who said she was "very proud" of her boyfriend.
Britney Spears won Best Female, beating Beyonce, although she was not at the event to collect her award.
Who won what:
Best Group: OutKast Best Female: Britney Spears Best Hip Hop: D12 Best R&B: Alicia Keys Best Alternative Act: Muse Best Pop: Black Eyed Peas Best Song: OutKast - Hey Ya! Best Male: Usher Best New Act: Maroon 5 Best Album: Usher - Confessions Best Rock: Linkin Park Best Video: OutKast - Hey Ya! Best UK and Ireland Act: Muse
