One Direction took home Best New Artist, Best Pop Video and Most Share-worthy Video.
The group also performed their latest song, One Thing, for fans at the ceremony in Los Angeles.
“Thank you so much! We have grown up watching this show and to collect one of these [awards] straight away is incredible,” said Niall Horan.
Simon Cowell, the band’s manager tweeted the group saying: “Congratulations 1D. I’m very proud of you. Celebrate!”
Rihanna had the most nominations going in to the event with five although she only won one award in the end, for video of the year.
“I love you guys! This is awesome,” said Rihanna, as she collected her trophy.
On her way from collecting the prize she was congratulated by her ex-boyfriend Chris Brown, who previously pleaded guilty to assaulting the pop star before the Grammy Music Awards in 2009.
Green Day’s Billie Joe Armstrong also appeared at the ceremony, where he was mobbed after inviting fans to come up on stage.
Billie Joe Armstrong looked fully recovered after being taken to hospital earlier in the week.
Alicia Keys was joined on stage by Olympic gymnast Gabby Ross, who back-flipped while the singer performed her new single Girl On Fire.
Performers also took the opportunity to crowd surf, with Taylor Swift, Lil Wayne and host Kevin Hart all diving off the stage.
MTV Video Music Award winners:
Video of the year: Rihanna ft Calvin Harris – We Found Love
Best new artist: One Direction – What Makes You Beautiful
Best female video: Nicki Minaj – Starships
Best male video: Chris Brown – Turn Up The Music
Best hip-hop video: Drake ft: Lil Wayne – HYFR
Best pop video: One Direction – What Makes You Beautiful
Best rock video: Coldplay – Paradise
Best video with a message: Demi Lovato – Skyscraper
Best electronic dance music video: Calvin Harris – Feel So Close
Most share-worthy video: One Direction – What Makes You Beautiful
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