Malta: TVMnews Promotes Maltese Song Across Europe via Meta Ads
In May, Malta’s national broadcaster TVMnews funded a broad digital advertising campaign to promote a song by Miriana Conte, leveraging Meta platforms including Facebook, Instagram, and Messenger. According to Meta’s Ad Library data, which tracks political, social, and issue-related ads across the EU, 45 advertisements were launched across 12 European countries.
These ads were part of a cultural promotional effort rather than a political or news-oriented campaign. The initiative reached an estimated 725,000+ people, demonstrating significant international engagement for a Maltese artist.
Although TVMnews is typically associated with national news coverage, in this case, it took on a cultural sponsorship role, using EU-wide digital tools to promote Maltese music abroad. The campaign reflects Malta’s increasing use of social media not only for news dissemination but also as a vehicle for cultural diplomacy.
Banning ‘kant’ was a big blow because this song is about transgression. Being transgressive means breaking the rules. People tell her “shut up, watch the words coming out of your mouth” but she claims she “won’t back down”. And yet that’s exactly what she’s gonna do. She’s gonna watch her mouth to make sure the word ‘kant’ doesn’t come out of her mouth. She’s gonna obey the rules, like a good girl. She backed down.
Now, she no longer sings Kant, she moans it.