The Isle of MTV Malta is barely one month away and the line-up of celebrated artists who should be hitting the Floriana Granaries on June 25 has not yet been announced.
Sources told The Sunday Times of Malta that no artist had yet been confirmed and they were “seriously worried” that the headline acts have not been finalised.
The sources expressed concern that it was too late for promotion and advertising of the event to truly have an impact abroad. The free event draws some 10,000 tourists to the island who would need to book their flights and locate accommodation beforehand.
During the past two years, the headline acts were announced in April, leaving ample time for the promotion of the event to take place. Arguably one of the most attended free open-air concerts in Europe, the Isle of MTV attracts crowds of around 50,000.
Be Viacom, brand engagement division for MTV, generally discusses the line-up with the Malta Tourism Authority. The MTA said that “the line-up will be announced early next week”. to ensure that artists engaged have a local appeal.