The number of under-24s visiting the Mediterranean island has increased 120 per cent since the Isle of MTV festival launched 13 years ago, say organisers.
The 9 July event, which saw around 30,000 people attend last year, is produced in partnership between MTV and the Malta Tourism Authority (MTA).
“As an experience it’s a great event, but it has also delivered on the original marketing objectives, which were to make Malta appeal to a younger demographic,” says Russell Samuel, of MTV parent company Viacom Velocity International.
The free admission, ticketed festival takes place in Il-Fosos Square and will be headlined by Martin Garrix and Bebe Rexha. It is broadcast across MTV’s European network, as well as being live-streamed and shared across social platforms.
“The line-up is chosen by MTV’s talent team working with our music partners such as labels and managers,” says Samuel. “We pick acts that are a mix of established and exciting emerging talent, that works for a summer pop vibe festival.”
Following the main one-day event will be a week of club concerts, boat parties and pool parties around the island, called Malta Music Week.
Focussed on electronic music, it is produced by MTV and local promoter, G7 Events, and has seen performances from Rudimental and Martin Jensen.