Malta’s creative industry has criticized PBS for using AI to create the music video for Maltese entry for Junior Eurovision 2025, ‘I Believe’.
More than 220 artists and organizations have written an open letter to Malta’s national broadcaster PBS, accusing them of using AI to create the music video for “I Believe.” This follows recent concerns raised by trade unions solidarity jeta Malta Entertainment Industry and Arts Association (MEIA).
In a letter, representatives from Malta’s creative sector described the music video for “I Believe” as “uniform in appearance and unoriginal in its narrative” and said the choice to use AI ignores the creative talent that already exists in Malta. They highlighted that the decision is a blow to Malta’s creative sector, which is already struggling to gain resources and visibility, rather than creating opportunities for dedicated creative professionals.
The letter emphasized the importance of leveraging and promoting local talent. The music video for Malta’s Eurovision 2025 production ‘Serving’ was recently nominated for Best Music Video at the Eurovision Awards. This video was directed and filmed by an all-Maltese team.
This letter urges PBS to engage meaningfully. solidarity jetaMEIA and industry experts will develop guidelines to prevent AI from replacing human work or lowering artistic standards. If AI is no longer regulated, people like Elisa Borg, who will represent Malta at Junior Eurovision 2025, could be at risk of losing their jobs in the future.
PBS has not yet responded to this open letter.
Eliza Borg will represent Malta with her song “I Believe” at the Junior Eurovision Song Contest 2025 in Tbilisi.
Image source: PBS |Source: Malta Independent
Malta to compete in Junior Eurovision Song Contest
Marta made her debut in the Junior Eurovision Song Contest in 2003 and has won the contest twice. In 2013, Gaia Cauchi returned to the contest in Kiev and won with “The Start”. She became Malta’s first winner of a Eurovision event. In 2015, Destiny Chukunyere won in Sofia with the song “Not My Soul”. The country has hosted the contest twice before, first in 2014 and second in 2016.
