Showcasing Scotland? A Case Study of the MTV Europe Music Awards Edinburgh03

Abstract

This paper critically reviews the public policy framework underpinning the MTV Europe Music Awards Edinburgh03. It argues that, because local organisers did not advocate local cultural participation as a key policy, preferring an economic rationale of marketing and tourism, such involvement was limited. The organisers’ global and economic rationale led to the official view that MTV’s status within global youth culture re‐imaged Edinburgh as a dynamic and cosmopolitan city in the international tourist market, while providing a turning point in Scotland’s ability to host world class events. To them, the £750k subsidy to MTV facilitated significant local economic benefits and enhanced the city’s profile in the creative industries. However, the narrow policy framework meant local inclusion took place within MTV’s overriding emphasis on promoting celebrities and producing a spectacular television show. The Awards therefore had a largely superficial engagement with local youngsters and the Scottish pop industry, with the main beneficiaries being MTV and its sponsors, Edinburgh tourism, global pop stars, and major hotels and retailers. Protests over this were encouraged by MTV’s tight control of information, the event’s politicisation by a local newspaper, and a local actor’s ‘anti‐MTV Awards’ campaign.