Artists Condemn PBS For Junior Eurovision AI Music Video
Malta’s creative community has expressed deep disappointment after the music video for Eliza Borg’s Eurovision song “I Believe” was produced using generative AI.
The decision comes less than a month after Solidarjetà and the Malta Entertainment Industry and Arts Association (MEIA) publicly raised concerns about the increasing use of AI in local television productions and invited PBS to discuss the issue.
“If there is any doubt about our ability to produce high-quality work, look no further than your own music video for Miriana Conte’s “SERVING” (directed by Steven Levi Vella and shot by Clive Brincat), which has recently been nominated for Best Music Video at the ESC Awards,” wrote the organisations, creative workers and artists who signed a statement to PBS.
Critics argue that beyond being visually and narratively derivative, the decision effectively denied local artists the opportunity to create an authentic, human-made production. Malta’s creative sector is full of skilled professionals eager for work, and many view this choice as a direct snub.
Industry representatives say it is “shameful” that choreographers, dancers, costume designers, makeup artists, cinematographers, directors, actors, animators, musicians, and VFX teams were excluded from the project.
They argue that this not only undermines their professions but also lowers the artistic standards expected from Malta’s national broadcaster. The Maltese public, they add, deserves productions that reflect high-quality craftsmanship and support local workers, rather than shortcuts that compromise both quality and livelihood.
Internationally, unions, governments and cultural organisations have been implementing strict regulations to protect creative workers, artistic integrity, and intellectual property. While the local community acknowledges that technology can enhance artistic expression, it stresses that these tools must not come at the expense of human jobs.
Artists like Eliza Borg, they caution, could eventually become victims of AI themselves, as companies continue to generate music, images and videos by training models on copyrighted work without consent- a practice at the centre of multiple international lawsuits.
PBS has maintained that it supports the responsible use of AI and is committed to an ethical approach that protects creative jobs. In light of this, Solidarjetà and MEIA are urging the broadcaster to enter discussions with local artists and workers to establish clear guidelines that safeguard employment and uphold artistic standards, ensuring that AI acts as a tool rather than a replacement.
As Malta continues expanding its use of artificial intelligence, creative organisations insist that regulation is urgently needed. They are calling on authorities to meet with artists, industry stakeholders, and unions to introduce a framework that protects Maltese workers from being left behind in an increasingly automated landscape.
What do you make of their statement?
Credit: Junior Eurovision Song Contest via Instagram
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