MANIA AND MEDIA AT AMERICAN MUSIC AWARDS

Last year’s “American Music Awards” TV show was upstaged by the “We Are the World” recording session, which was held a few hours after the show in a studio across town.

So, it was only fitting that “We Are the World” was part of the TV show Monday night at the Shrine Auditorium.

Many of the participants in that historic recording session--which raised millions of dollars for famine victims in Africa--joined during the finale to sing the song. Among them: project catalyst Harry Belafonte (who was honored with an appreciation award), Lionel Richie, Smokey Robinson, Stevie Wonder, Diana Ross, Kim Carnes and Huey Lewis.

But the “We Are the World” session alumnus who attracted the most attention was the reclusive Michael Jackson, who brought his friend, Elizabeth Taylor, on stage with him.

The couple also livened up things backstage in the crowded media area.

When they appeared briefly, the area, which had been calm all evening, suddenly turned into a madhouse. Photographers stampeded to a designated security line near the stage entrance. It was one of those frantic paparazzi scenes, with photographers jockeying for position, shoving their colleagues out of the way.

In the media room, Stevie Wonder had been talking to the press. Suddenly, most of them deserted him and rushed out to see what all the fuss was about.

Photographers muttered as they were shooting: “Terrific!” . . . “Wow!” . . . “I Can’t Believe This!”

Because the American Music Awards is a public popularity contest, it carries little of the prestige of the Grammy Awards, which are based on judgments of musicians and other creative industry personnel. Backstage, Huey Lewis candidly admitted that the awards don’t mean that much, but added that the show is a very important event.

Indeed, the show, according to some publicists, is actually superior to the Grammys. They’re speaking in terms of exposure, which is the name of the game in show business.

After 13 years and impressive TV ratings, the “American Music Awards” is just too popular for artists to ignore. Many of the biggest stars in the business were there Monday, including Prince (with short hair and wearing a tux), Jackson, George Michael, Julian Lennon and Whitney Houston. Paul McCartney appeared via satellite from London. Aretha Franklin starred in a live segment in Detroit. But some superstars, notably Bruce Springsteen, were missing.

In addition to Belafonte, Willie Nelson and Bob Geldof also received appreciation awards for their work with Farm Aid and Live Aid, respectively. Nelson won the most regular awards (four). Other multiple winners included Springsteen, Kool & the Gang, Whitney Houston, Aretha Franklin and Alabama.

Backstage notes: Some sex symbol in revealing attire invariably causes a furor at these awards shows. This time Apollonia wore the X-rated outfit, a dress that barely covered her chest. “You must be cold,” cracked a startled observer as she walked by. She smiled, took a deep breath that further emphasized her cleavage and kept on walking.

A female singing star complained to a companion after finishing an uneventful interview/photo session with the press: “What am I doing here? I hate these shows. They’re idiotic and boring. I feel like a piece of meat on display.”

However, when another reporter ran up to her, notebook in hand, and asked how she felt about the show, she said, enthusiastically, “I love these shows. I look forward to them every year. You couldn’t keep me away. . . .”