British singer-songwriter and Grammy award winner Jess Glynne will be the second act to take the stage at this year’s Isle of MTV.
The announcement came yesterday, a few hours after Times of Malta asked Malta Tourism Authority chairman Gavin Gulia when the line-up would be revealed and whether the delay could affect the concert’s marketing abroad.
Earlier in the day, Dr Gulia would not commit to a date, saying only that the line-up announcement would be released “eventually” and “very soon”.
Tourism Minister Edward Zammit Lewis said in Parliament in February the MTA had insisted with Be Viacom, brand engagement division for MTV, that the concert’s line-up should be announced as early as possible to enable specific marketing campaigns.
He also said that this year’s concert was moved from its usual date in late June to July 7 to better cater for late bookings by tourists.
Last year, the full line-up was an-nounced 10 days before the concert was due to take place, igniting criticism that it was too late for tourists to book their flights and accommodation.
We’ve always had a high-quality product.Eventually, very soon, you will hear about the line-up
Prior to Jess Glynne, only DJ Martin Garrix had been announced.
“Eventually, you will hear about the line-up,” Dr Gulia said.
“We have an events director who is taking care of affairs. We’ve always had a high-quality product. Eventually, very soon, you will hear about the line-up.”
When pressed, Dr Gulia would not commit to a particular date. The MTA’s aim, he said, was to strengthen the product and make it better than that of previous years.
Asked whether he believed the concert’s marketing would be affected by the delay, he insisted it had never been affected negatively. “We’ve always had a great response from abroad and I trust we’ll have an even bigger response this year.”
In 2013 and 2014, the headline acts were announced in April, leaving ample time for the promotion of the event to take place.
Arguably one of the most well-attended free open-air concerts in Europe, the Isle of MTV attracts crowds of about 50,000 and has starred the likes of Lady Gaga and the Black Eyed Peas.
In December 2013, the MTA and Be Viacom signed a renewed and improved three-year partnership to produce the concert.
Be Viacom generally discusses the line-up with the MTA to ensure that the artists engaged have local appeal.
Jess Glynne has shot to international stardom over the last 18 months, following a string of number one singles. These include the recent UK number one Hold My Hand and Rather Be, a dance anthem collaboration with electro-classical group Clean Bandit.
Rather Be won the Best Dance category at the 2015 Grammy Awards and a soulful-house feature on Route 94’s My Love.