The ninth edition of Isle of MTV would be held on the Granaries, in Floriana on July 7, the Malta Tourism Authority said.
As in previous years, the free open-air concert will feature live performances by major international artists. It will be filmed and edited into a 60-minute special broadcast across 20 MTV channels throughout Europe.
The artist line-up is expected to be announced in the coming weeks, after last year’s edition came under fire for announcing the names of the performers just three weeks before the concert date, too late for many to make travel arrangements.
Last year’s list of performers – featuring DJ Hardwell, Nicole Scherzinger, Kiesza, Dizzee Rascal and Enrique Iglesias – also left many underwhelmed, lacking the sort of chart-topping crowd-puller that had previously featured in a festival that has played host to artists such as Lady Gaga, Black Eyed Peas, Maroon 5, Akon, Snoop Dogg, Jessie J and others over the years.
Organisers Viacom signed an agreement with the MTA in 2012 to host three further concerts in Malta.
Tourism Minister Edward Zammit Lewis said Isle of MTV had established itself as the best annual event of the summer music calendar in the Mediterranean region.
Such events are catalysts to attract thousands of visiting fans from all around Europe
“Such events are catalysts to attract thousands of visiting fans from all around Europe who consider the Isle of MTV Malta as the most spectacular concert and a great music experience. Isle of MTV is a great opportunity for Malta to position itself as an attractive tourism destination amongst youths,” he said.
Paul Bugeja, the tourism authority’s CEO, said this year’s marketing campaigns would be intensified to attract as many visitors as possible, with a focus on targeting young people through social media.
Since Isle of MTV was first held in Malta, the number of tourists under the age of 24 grew by 120.9 per cent and now accounted for 19.9 per cent of all visitors, he said.