LOS ANGELES -- British boy band One Direction were the big winners at the MTV Video Music Awards on Thursday, edging out Rihanna and taking home three prizes to crown their arrival on the U.S. pop scene just six months ago.
The five baby-faced guys, contestants on the British version of TV singing contest "The X Factor," beat Justin Bieber and Rihanna for best pop video, and fellow all-boy British outfit The Wanted as best new artists.
They also won the most-shareworthy video award for their debut hit single "What Makes You Beautiful" and later performed single "One Thing" to hordes of screaming girls at the two-hour Los Angeles ceremony.
"To win one Moonman is amazing, to win two is incredible," said Harry Styles, as the band collected the silver VMA trophy for best new artists.
"Thank you so much! We have grown up watching this show and to collect one of these straight away is incredible," said a jubilant Niall Horan.
Rihanna, who went into the VMA's sharing a leading five nominations with Canadian rapper Drake, came away with just one award.