Santigold performs at the Paris Theater in Miami Beach. (Stephanie Colaianni / maggish.com)

More photos: Santigold, Kid Cudi perform, plus “black” carpet shots

Diesel isn’t just a brand name. To the contrary, the denim and watches we know of is part of something bigger: Music. Diesel is hosting the U:Music World Tour which made one of two U.S appearances in Miami Beach.

In order to get a ticket to the Paris Theater event, you either had to be invited or had visited a particular Diesel store location within the past four days. The free event gave concert-goers the chance to jam to some of the brightest new stars in music – Kid Cudi, Santigold and more.

Before the event even began, as the ticket-holders would enter the venue, a red carpet (which was black) was set up for the celebrities who walked in. Other than some of the music acts — Terror Pigeon Dance Revolt!, Jemina Pearl, Kid Cudi and Danny Masterson — a couple other unexpected guests arrived.

Amber Heard, an actress mostly known for her roles in Pineapple Express and Zombieland, walked in casually all dressed up and ready for a night on the town. DJ Irie, the official DJ of the Miami Heat, stopped by to chat with Diesel CEO Steve Birkhold, who also took some time to talk to the concert-goers and pose for some photos.

Kid Cudi’s single “Day and Night” can be heard atop both the hip hop charts and the indie charts. The Brooklyn native is known for his hip-hop feel with a rock lover’s twist. He danced, almost convulsing to the beat around the circular stage, even commenting on how fun it was to run around a round stage. He made sure to pay attention to the crowd with several handshakes.

Santigold made a huge Miami appearance at Ultra Music festival in May 2009, and was part of the starting line-up. Headlining the show after Kid Cudi, it was obvious that the crowd came for her. The crowd sang so loud you could barely hear her voice over it. Her live show touched mainly on her album Santogold.

Special contributor Stephanie Colaianni is a writer/photographer for www.maggish.com.

Danny Masterson, mostly known for his stoner role as Hyde in the sitcom That 70’s Show, has also made a name for himself spinning records. He was the headlining DJ towards the end of the event and was even joined by Kid Cudi on stage.

Paris Theater only holds 1,200 people, but 1,700 tickets were given out knowing that some people just wouldn’t show up. While people kept coming in, nerves grew on the fact that some people were going to be locked out of the show. This turned out to not be the case and a full house had the chance to party its Tuesday night away into the very wee hours of the morning.