shots, the leading showcase for worldwide advertising and music video creativity, and media partner of the 2009 UK Music Video Awards, is sponsoring the brand-new Innovation Award at the MVAs at the Odeon West End next Tuesday, October 13th, while leading lager brand Tuborg are sponsoring another new award, Best Live Music Coverage.

The MVA Innovation Award has been introduced to honour work that extends the definition of music video and the visual promotion of music generally, through innovative and creative use of technology. Danny Edwards, editor of shots magazine says, "shots is proud to sponsor the Best Innovation category at the 2009 MVAs. Our primary goal is to bring innovation and creativity to our viewers and readers and the music video industry is an amazing outlet for such work."

The Live Music Coverage category covers direction of live performance for TV, web and DVD distribution over the past year, and Tuborg commitment to live music has led it to becoming the official beer at the UK's major music festivals, including Gastonbury, Reading and Leeds, and leading music venues.

Tuborg will be providing beverage refreshment for attendees of the 2009 UK Music Video Awards - hosted by Adam Buxton - both before, during and after the show, and a spokesman for Tuborg says, "Tuborg Lager is delighted to sponsor this year's UK Video Music Awards, which celebrates the most innovative work created by the industry over the past 12 months as well as championing the best in breakthrough talent."

Nominations for the Innovation Award and Best Live Music Coverage at the 2009 UK Music Awards, together with all the technical achievement categories, are here.

Book your seat for next Tuesday's MVAs - the awards at the Odeon West End followed by the aftershow party - by downloading the ticket reservation form on the UK MVAs website here.