QUICK TAKES - Aug. 5, 2009

Though the cursory nods were there -- Britney Spears and Eminem were both recognized multiple times -- Tuesday’s MTV Video Music Award nominations were about christening a new star. Synth-pop newcomer Lady Gaga was nominated nine times, tying with Beyonce for the most nods.

Yet whereas Beyonce’s nominations went solely to her relatively minimalist “Single Ladies (Put a Ring on It),” a stark celebration of choreography, MTV spread the love for the ‘80s-inspired songs of Lady Gaga, who was recognized for the “Poker Face” and “Paparazzi” videos, both exercises in excess.

Both women were nominated for video of the year, Beyonce for “Single Ladies (Put a Ring on It),” Lady Gaga for “Poker Face.” Their competition on the Sept. 13 award show will be Eminem’s “We Made You,” Kanye West’s “Love Lockdown” and Britney Spears’ “Womanizer.”

-- Todd Martens