Singers Kid Rock, Kelis and dance group Scissor Sisters will entertain the crowds gathered at the Granaries in Floriana on 30 June as MTV confirmed their attendance at the fourth Isle of MTV concert – the largest free open-air concert in Europe – to take place on 30 June.
However, Jane Frasier, on behalf of MTV, said the music station also plans to announce a fourth artist to perform on the day, but it is doing its best to keep it a secret until the last minute.
“Our objective before signing this agreement with MTV was to make Malta more appealing as a tourist attraction to younger people, as the traditional perspective of Malta was that it was more of a destination aimed at persons of a certain age,” said parliamentary secretary for tourism Mario de Marco yesterday.
Dr de Marco added that events such as Isle of MTV are examples of ways to entice the younger generation to the country, with the latest statistics revealing that thanks to various promotional campaigns, more and more young people are choosing Malta as their preferred destination. In 2008 alone, said Dr Marco, those under the age of 44 who arrived in Malta for a holiday accounted for 60 per cent of all tourist arrivals in the same year.
“When choosing a destination, travellers tend to link their preferred destination dates with events taking place at the time in the country of their choice. This explains why, besides the Isle of MTV concert, the week starting from the 25 June until the 30 June is being promoted as the Malta Music Week,” said Dr de Marco, who added that 36 journalists are expected to arrive in Malta to cover the Isle of MTV concert, giving Malta indispensable “widespread exposure”.
Mrs Frasier said that ever since Malta hosted the first Isle of MTV concert in 2006, the response and feedback has been “amazing”.
“Both the organisers and the artists who have performed themselves have always commented year after year on the hospitality of the Maltese and the enthusiasm, vibe and passion of the crowd,” said Mrs Frasier.
MTV signed a contract with Malta to host four Isle of MTV concerts in 2007. However, Mrs Frasier stopped short of revealing whether Malta will host another Isle of MTV concert in the coming years.
As part of Malta Music Week, Malta’s largest clubbing venue, Gianpula, will be hosting a G7 party on Friday 25 June, with the Ministry of Sound festival taking place the day after at the same venue.
The Grotta nightclub in Gozo will also be hosting a music festival on Saturday 26 June, while on Sunday 27 June, the Malta Music Week concert will take place in Bugibba.
Another music festival which has continued to attract the crowds is the Creamfields festival, which will take place in Ta’ Qali on 28 June, while Paceville will be given a different theme by having live music from some of Malta’s most established bands on Tuesday 29 June, with the Isle of MTV concert on 30 June capping off a frenzied week.