Tonight's Isle of MTV Malta Special is expected to draw an even bigger audience than last year's, which had hit the 50,000 mark, organisers predicted from the "bombardment" of ticket requests over the last few days.
After all, last summer's highlight event had been a success, which also means that expectations are high.
The organisers are convinced they have an even stronger show lined up: To start off with, there are five acts as opposed to last year's three. And they include Pharrell Williams, lead singer and drummer of the funk-rock band N*E*R*D, which few may have realised is the same sought-after producer who recently collaborated with Madonna on seven of the tracks in her new album Hard Candy.
Pharrell Williams has produced numerous hit singles for various stars, including Beyonce and Britney Spears. A singer, rapper, songwriter and entrepreneur, his production work has earned him three Grammy Awards and 10 nominations.
Organisers said a TV crew has come to Malta all the way from Asia specifically to film him. "Once MTV had secured N*E*R*D for the concert, they knew they had secured the wow factor."
Last year, that element was in the hands, the voice and the moves of Enrique Iglesias - who is back to perform at the Isle of MTV, meaning the crowd should surely be wowed.
One Republic, with its two chart-dominating singles, Apologise and Stop and Stare, are considered to be the equivalent of last year's Maroon 5.
The bands did their sound checks on the Floriana Granaries - the venue for the event - yesterday afternoon, where the stage was set and many hands were busy behind the scenes.
The organisers said they did not yet know the order for the performances tonight and that it would be a surprise.
The show starts at 7.30 p.m. and is expected to end by about 12.30 a.m., with Maltese DJs filling in the acts with 20-minute slots.
It has been calculated that around 400 people will be employed on the night, including 100 from MTV alone, the police, Civil Protection Department personnel, health services and others.
The Parliamentary Secretary for Tourism, Mario de Marco appealed for the use of public transport, explaining that specially-dedicated bus lanes have been organised and that buses would be running until 1 a.m.
The Sliema-Valletta ferry will be shuttling between the towns throughout the night and a Gozo ferry is crossing to Sa Maison at 5.15 p.m. and returning at 1 a.m.
Dr de Marco also appealed to the audience to enjoy the show, aimed at promoting Malta as a "happening" destination to locals and foreigners alike, while respecting the historical surroundings and the Floriana residents, the hosts.
Improving on last year's event and its aftermath, and in order to avoid any damage and inconvenience, a number of precautions are being taken, including having wardens in the surrounding residential roads, more mobile toilets and the cleaning of the square and all of Floriana.
Dr de Marco said "great" feedback was being received from the coverage of the event on the popular music channel MTV and the short clips on Malta. He said tourists were flying in for the event, with many hotels and tour operators having offered special packages around the Isle of MTV Malta Special.
The concert is being aired three times on MTV, while short features on each artiste in Malta are also being shot.
Meanwhile, the run-up to the concert has been equally successful, with beach and street parties over the weekend and events also in Paceville on Monday and Buġibba yesterday - part of the Malta Music Week, which was being promoted as an entire package that culminates in today's Isle of MTV.