Stars including Lady Gaga, Justin Timberlake and Usher are giving up tweeting - in a bid to save lives.
They have vowed to sign off Facebook and Twitter until a million dollars - around £640,000 - is raised to help stricken families in Africa and India.
The Digital Life Sacrifice is part of singer Alicia Keys' Keep A Child Alive charity for World Aids Day tomorrow. The celebrities have filmed "last tweet and testament" videos and will appear in ads lying in coffins to represent what the campaign calls their "digital deaths".
Lady Gaga is hugely popular on Facebook with nearly 24 million fans, plus more than seven million followers on Twitter. Grammywinning singer Alicia, 29, said it was "really important and super-cool to use mediums that we naturally are on". The R&B star added: "It's important to shock people to the point of waking up."
She admitted it had been tricky to mobilise so many top names to help spearhead the campaign because of their various work commitments.
But she added: "Once I was able to explain the concept to them everyone was in. In the end nobody I spoke to refused to sign up."
The campaign includes US celebs such as Elijah Wood, Jennifer Hudson, Ryan Seacrest, and tennis star Serena Williams.
Leigh Blake, president and co-founder of Keep a Child Alive, said yesterday he reckoned Lady Gaga could raise the money "all by herself". He added: "She's got a very mobilised fan base and is able to draw attention to important issues like this.
The MTV European Music Awards 2010, held this weekend (Nov. 7) in Madrid, were stacked with powerhouse performances -- including Linkin Park, B.o.B. and Paramore's Hayley Williams, and Miley Cyrus -- and memorable moments. Billboard.com counts down our top five favorites.
The EMA's first Global Icon Award recipient Bon Jovi and "Only Girl in the World" Rihanna surprised audiences with a duet of "Livin' On a Prayer" during the EMA pre-show party on Nov. 6. The song showed to be a crowd favorite when Bon Jovi began the number with an acapella rendition -- and the audience's voices almost overshadowed the singer's crooning. "Prayer" spent the longest time at No. 1 on the Billboard Hot 100 of any of Bon Jovi's hits, holding the top spot for four weeks starting in February 1987.
Video: Bon Jovi and Rihanna Duet on "Livin' On a Prayer" at EMAs 2010
It's good to know Lady Gaga doesn't need a dressing room or to be in the audience of an award show to ensure she has a different outfit for every accolade. The current queen of pop accepted three awards from her concert in Budapest, giving a thank you speech to for each trophy from the stage of her show. She even treated the EMA audience to an impromptu singing performance of "Teeth" during her acceptance speech for "Best Song" ("Bad Romance"). "Come on MTV, show us your teeth!" Gaga belts out, before getting low with James Brown-esque moves.
Video: Lady Gaga Wins "Best Song," Improvises "Teeth" at EMAs 2010
30 Seconds to Mars has a reputation for larger-than-life arena shows, but at this year's EMAs the band gave Madrid a surprise no one saw coming -- Kanye West. The rapper joined the rockers on stage for their collaborative song "Hurricane," before 30STM frontman Jared Leto turned over all mic powers to West for a rendition of his song "Power."
Video: 30 Seconds To Mars Brings Out Kanye West at EMAs 2010
Shakira kicked off the 2010 EMAs broadcast with "Loca," on which she was joined by UK rapper Dizzee Rascal for their first-ever live performance together. Dizzee dropped it like it was hot, before Shakira, whose hips always drop it like it's hot, moved into her World Cup anthem, "Waka Waka (This Time For Africa)." The Colombian songstress was also honored with MTV's "Free You Mind" Award" that night, for her contributions toward ending world illiteracy.
Video: Shakira Performs "Loca" and"Waka Waka"with Dizzee Rascal at EMAs 2010
Rihanna brought her own flowers to the stage of the EMAs for her performance of "Only Girl (In the World)." The singer was surrounded by red and yellow flowers, just like in the song's official video, and strutted her stuff across the stage. We're guessing that crown is for hottest diva of the night.
Video: Rihanna Performs "The Only Girl (In the World)" at the EMAs 2010
Complete List of Winners, MTV European Music Awards 2010:
Best Video: Katy Perry feat. Snoop Dogg, "California Gurls"
Best Song: Lady Gaga, "Bad Romance"
Best Female: Lady Gaga
Best Male: Justin Bieber
Best Pop: Lady Gaga
Best Rock: 30 Seconds To Mars
Best Alternative: Paramore
Best Hip Hop: Eminem
Best New Act: Ke$ha
Best Live Act: Linkin Park
Best World Stage Performance: Tokio Hotel
Best Push Act: Justin Bieber
Global Icon Award: Bon Jovi
Free Your Mind Award: Shakira
The 2010 MTV VMAs dominated Twitter last night, and one of the most popular VMA trending topics was asked the hypothetical question of what'd happen if bieber met gaga??? Thousands of tweeters imagined the outcome of a Lady Gaga/ Justin Bieber meet-up ("meat-up"?).
But one Twitter user in particular -- @ILoveeeeeeeJB -- topically responded that if Justin Bieber met Lady Gaga, "she'd prob[ably] try to wear him," referring, of course to Lady Gaga's meat.