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Music: MTV Awards

Glasgow may double its money on hosting MTV awards

Nicky Minaj

Glasgow is preparing to host the world’s biggest annual music awards event this weekend hoping to generate £10 million for the city, but could be in line for a bonanza worth twice that figure.

VisitScotland may have underestimated the rewards awaiting the city if previous events are anything to go by.

Belfast, which hosted the MTV Europe Awards in 2011, said it and other associated events generated £22m for the city. It cost the council and the NI Tourist Board £840,000 to stage the event, alongside Belfast Music Week. The council estimated that £25 was generated for every £1 of public money spent.

However, the figures are difficult to calculate  and even the estimated audience varies. Glasgow is expecting 500 million to tune in. Belfast claimed its event was watched by 1.2 billion.

Belfast council claims that £10m was generated in additional tourism revenue, while the £22 million figure was reached by estimating things such as the PR value of media coverage and other hotel sales.

It says that MTV booked more than 8,000 room nights for crew, guests and artists across 40 hotels. However, there were no specific figures for how many tourists came to Belfast specifically for the show whose headline act was Lady Gaga.

Nicki Minaj is hosting the ceremony in Glasgow’s Hydro arena on Sunday, with Ed Sheeran, Calvin Harris and Ariana Grande among the performers.

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