WEST HOLLYWOOD, California — The O Music Awards festivities kicked off in footloose fashion Sunday night at the Roxy Theatre on the world-famous Sunset Strip.

While the last OMAs tapped Chiddy Bang rapper Chidera "Chiddy" Anamege to break the Guinness World Record for Longest Freestyle Rap (he was successful, at nine hours, 16 minutes and 22 seconds), this year's show took on an even more ambitious goal: Longest Team Dance Marathon. That's 24 hours of nonstop dancing without one dancer dropping out. A group of 13 lucky dancers assembled at the Roxy on Halloween Eve to take on this epic attempt. It all got started at 9:25 p.m. with DJ Diamond Kuts kicking off the marathon. If all goes according to plan, the 24th hour will hit during the live webcast of the O Music Awards tonight (which you can catch at 11:30pm ET/ 8:30pm PT on Omusicawards.com). Just as the marathon got into full swing, MTV News' Jim Cantiello spoke to Diamond Kuts about the event (she'll also return for the final hour to DJ the dance party). "How do you keep them motivated to dance that long?" Cantiello asked. "Staying connected online, social networking sites, [and] knowing what the people like to keep the people moving," Kuts explained about her selection process for choice cuts. Of course, the dancers will get a few moments of rest during their 24-hour extravaganza. Per Guinness rules, the dancers are allowed to take a five-minute break every hour. And since they're attempting the longest team dance marathon, they must take their break as a team. All of this footwork is in honor of a good cause: National Bullying Prevention Month. MTV is raising cash for various anti-bulling campaigns including those by GLAAD, GLSEN, GSA Network, HRC, the It Gets Better Project and the Trevor Project. Will the dancers make it to hour 24? You'll have to log on to the OMAs tonight to find out!