The Isle of MTV concert is scheduled to be held at the Granaries in Floriana on June 30, Parliamentary Secretary Mario de Marco announced yesterday.
The Malta Tourism Authority renewed the partnership with MTV Networks International for the fifth year running. The line-up for the largest European free open air concert will be announced in about seven weeks’ time.
The concert was an important diversifying product that went beyond the island’s heritage and promoted a vibrant lifestyle where so much happened in so little space, Dr de Marco said.
The Isle of MTV was important for the promotion of Malta as a tourist destination for the young, he added.
About 151,000 tourists aged under 24 visited Malta in 2006. Last year, this number went up by 77 per cent to 269,000 people. Only 50,000 of the lot were English language students.
There was also a 13 per cent rise in tourists aged between 25 and 44.
MTV was “absolutely thrilled” to be holding its globally largest open-air concert in Malta, Viacom Brand Solutions’ senior vice president Antonio Canto said.
Mr Canto said finalising the prospective line-up took time as the organisers had to target artists who toured Europe in summer. The right formula, he said, was a mix of upcoming and well-known artistes. MTV works closely with MTA to fit in with the Malta music week’s flavour.
He said the Isle of MTV launched Lady Gaga, whose first international performance outside the US was in Malta. Over the years the concert featured internationally acclaimed artists like Kid Rock, David Guetta, Black Eyed Peas, Maroon 5, Enrique Iglesias and Scissor Sisters. It is shown on 20 MTV channels throughout Europe.
This year’s concert would be screened just a few days after the show and not months later as in previous years. Mr Canto said the show would form part of the official opening of MTV’s summer season. The package would also include international sponsors.
In collaboration with MTA, MTV channels would also feature a new promotional spot about Malta in three weeks’ time.
Marketing activities include a microsite with details about the event and the island and an on-air Isle of MTV VIP competition.
Executive producer Jane Fraser said she felt attached to the island and the concert had become part of MTV’s calendar. All artists submitted positive feedback and the channel’s viewers perceived Malta as a “funplace”. Seven members from her production crew came back to Malta on holiday. “It was a positive experience for everyone involved,” she said.
She added some viewers had already enquired about this year’s Isle of MTV edition.
Previous Isle of MTV locations included Lisbon, Six-Fours Les Plages in France, Costa Brava and Trieste.