The Georgian government and MTV are closing in on a deal that could make the South Caucasus country a hipster destination.
EurasiaNet.org has learned that Georgian officials and MTV representatives are deep into talks on holding a series of high-profile rock concerts in Georgia. A source close to the negotiations, speaking on condition of anonymity, told EurasiaNet.org that discussions are going “very, very actively.”
If a deal is reached, concerts would take place under the auspices of MTV Impact, a recently formed division of the music entertainment network that stages concerts designed to encourage economic development and expand MTV markets in Eastern Europe, Russia, Africa, India and the Middle East. An earlier attempt this year to stage MTV Impact concerts in Azerbaijan, Georgia’s southern neighbor, ended without success.
News of the MTV talks comes in the wake of the recent last-minute cancellation of two New York Philharmonic concerts that dealt a major blow to the government’s efforts to turn Georgia into a cultural hot spot.
In September, the head of MTV Impact, Neil Sharma, traveled to Tbilisi to meet with Georgian and foreign business representatives in an attempt to promote the concerts and drum up support from the private sector.
At a minimum cost of $2 million per MTV Impact concert, finances are a major factor in the negotiations. According to a document shown to EurasiaNet.org, the Georgian government has actively sought corporate sponsors to bear the bulk of the expense.
MTV representatives are also aware that cost concerns were at the heart of the collapse of the Georgian government’s agreement with the New York Philharmonic. Accordingly, a request has been made that the government provide written guarantees that financing for any MTV concert is, in fact, available, EurasiaNet.org has learned.
One of the companies that would provide financing is already known. A representative of the Russian-owned mining company Madneuli, which has extensive holdings in Georgia, confirmed that the company is “committed” to sponsoring an MTV Impact event. Details about the size and scope of Madneuli's potential sponsorship were not immediately available.
In a phone interview with EurasiaNet.org from London, MTV Impact’s Sharma would only confirm that the network is “exploring business opportunities” in Georgia.
The concerts, if realized, would reportedly mirror events like The Isle of MTV festivals, which brought international pop stars like Lady GaGa, Scissors Sisters, Black-Eyed Peas and Kelis – along with tens of thousands of fans -- to the Mediterranean island of Malta.
If a deal is reached, the MTV concerts would be part of an ongoing attempt to attract tourists and international investment to Georgia through celebrity music events.
Molly Corso is a freelance journalist based in Tbilisi.
Sign up for Eurasianet's free weekly newsletter. Support Eurasianet: Help keep our journalism open to all, and influenced by none.