What’s going on… in Malta?

Renowned as a popular holiday destination, Malta, with its beautiful beaches and world-class diving facilities, has been attracting overseas visitors for decades. But the republic is becoming a hotspot for summer festivals and concerts, luring a different demographic to the islands. And 2024 is arguably Malta’s biggest year yet, thanks to some A-list performances.

Promoted as Europe’s largest free festival, Isle of MTV has been a mainstay since it ceased roaming mainland Europe in 2007, and this year’s line-up of DJ Snake, RAYE, and Nelly Furtado marked its 16th edition at The Granaries in Floriana.

But the broadcaster isn’t the only organisation benefitting from Malta’s 300 days of annual sunshine, and this year has seen a packed calendar for local and international promoters. Indeed, with its 500,000 population relying heavily on tourism, the work of local event organisers such as 356 Entertainment and NNG Promotions has a significant impact on the country’s trade.

The brainchild of Trevor Camilleri, Gerry Debono, and Nicholas Spiteri, 356 Entertainment flew 56,000 fans into Malta in 2023, generating €51.8m for the local economy. And with plans to expand to 20 events next year, the company’s impact should become even more significant.

Noting 356’s ability to attract fans, Spiteri says, “This makes artists feel comfortable and confident joining our lineup of events and gives us the opportunity to book bigger and bigger names to bring to our audiences.”

“We promoted the largest concert ever held in Malta – Ed Sheeran with 35,000 people at Ta’ Qali Fields”

356 activities this year included May’s RONG, Sunny Side, and XXL festivals; June’s TRIIP, DLT, and ABODE on the Rock; and the BBC Concert Orchestra’s The Queens of Soul in July. Later in the year, 356 will host Elrow Island Festival, Liam Gallagher & Friends, Defected, Anjunadeep, and Take That’s The Greatest Weekender festival – a co-pro with Live Nation and SJM Concerts.

It’s also a stellar year for Nigel Camilleri at NNG Promotions. “We promoted the largest concert ever held in Malta – Ed Sheeran with 35,000 people at Ta’ Qali Fields,” he reports. “We also staged Tom Jones for 5,000 fans at Malta Fairs & Conventions Centre (MFCC); The Vaccines and The Darkness at Aria Complex (1,000); and Anastacia for the Summer Lust Festival at Għaxaq Grounds.”

Also Located in Ta’ Qali, MFCC hosts around 50 events a year including trade fairs, exhibitions, conferences, dinners, lunches, and expos, but also offers the country’s biggest capacity for concerts – 11,000 seated or up to 20,000 standing.

“The MFCC is one big venue which spans 170m by 50m, with no static fixtures, meaning we can set it up according to any request that comes in, which is why we host indoor concerts,” says general manager Alan Azzopardi.

In addition to renting the venue to promoters, the MFCC team also self-promote events, and recently installed climate control equipment to make the venue more comfortable, year-round.

“One should not dismiss the fact that Malta is considered a ‘new’ territory for the live music industry and would be appealing to most artists”

“We’re becoming more popular with overseas promoters, too, because the venue offers flexibility for productions to set up and to dismantle – when delivering your trussing, or lighting, or sound, you can literally drive the trailer into the venue, offload, and then drive out, saving on a lot of time, and labour,” adds Azzopardi.

Thanks to the work of its homegrown promoters, Malta’s reputation as a less expensive alternative to Ibiza, and the Med’s other party islands, is introducing younger tourists to the country, while the fact it is a tax haven doubtless helps persuade international talent to perform, with artist fees subject to just a 10% withholding tax

But NNG’s Camilleri believes it’s more than just favourable taxation that is helping Malta become a more regular destination on tour routings. “One should not dismiss the fact that Malta is considered a ‘new’ territory for the live music industry and would be appealing to most artists willing to play somewhere new.”

And while large-scale shows would once have had to rely on heavy freight logistics to visit the islands, the growth of the local industry has made much of that redundant. “Over the years, the infrastructure needed to stage major concerts has improved, and we can provide most, if not all, production locally,” Camilleri adds. “Wherever there is a particular item that cannot be sourced locally, then we tend to bring it from abroad, most often from Italy.”

Spiteri concludes that the work of the country’s promoters has never been more relevant. “We are elevating Malta’s cultural and entertainment landscape with innovative and diverse musical experiences, enriching the island’s global reputation,” he says. “Our commitment to excellence ensures that Malta remains at the forefront of the festival scene, attracting visitors from all corners of the world.”

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