Issue link: https://maltatoday.uberflip.com/i/1118959
maltatoday | SUNDAY • 19 MAY 2019 5 THIS WEEK CULTURE opportunity listings. We also operate Malta's first cultur- al benefits scheme, MACC With Benefits, which func- tions much like the popular Entertainer platform, but for the cultural sector instead, offering deals and discounts on products, services and events. It's useful for residents, but also for tourists, the majority of whom come to Malta for a cultural experience (58.6% according to MTA statistics) and who, until now, did not have a guide dedicated exclu- sively to culture with benefits attached. But what really makes The MACC unique is the catego- ry filters for music, culture, film, comedy, theatre, art, literature and dance, which allow users to choose their favourite content in every section of The MACC and filter out the rest. The filters mean that The MACC can serve as a dedicated platform for each of the categories of interest and their respective communities. Would you say that the Maltese cultural scene is rich and vibrant enough to justify a platform like The MACC? And if so, what do you think contributes to the many and varied cultural events and opportunities on the island? Absolutely, and this cul- tural wealth is precisely why we are launching in Malta and not elsewhere. I arrived in Malta in 2016, and as an artist myself, I immediately realised how exceptional the volume and diversity of cul- tural activity was here, espe- cially when you consider the size of the country. Maybe for Maltese people it's the norm, but for new- comers it's a surprising and wonderful discovery. As for the causes, I can only speculate, but Malta's geo- graphical location has histor- ically been a cultural cross- roads resulting in the diverse and cosmopolitan society we have today, where we share stories, experiences, history and ideas. The international popula- tion can be transient, visi- tor numbers are high and residents can walk into any bar and meet people from all over the world. This can only serve as stimulating and inspirational fodder for the creative mind. Perhaps this has contributed to the dominance of the open and curious personality type I mentioned previously, which looks to cultural engagement for a sense of identity and community in a melting pot of cultures. We also know that Malta has something of an obsession with the performing Arts, with a proliferation of mu- sic, dance and stage schools across the archipelago. I heard a theory recently about a possible reason for this... I can't vouch for its merit, but the theory goes that when children don't have open outdoor spaces and greenery in which to play, go camp- ing or practise sports, they invariably end up taking part in indoor extra-curricular ac- tivities, because for parents they are practical, supervised and safe, but still encourage personal growth. This results in creativity be- ing nurtured in a high num- ber of children who go on to contribute to the Maltese cultural scene. Of course we are also still basking in the glow of Vallet- ta, Capital of Culture 2018, and I think it's fair to say that its impact will continue to galvanise the cultural sector and inspire us all to reach our creative potential. We're fortunate to be launching in such a rich and receptive cultural climate and we invite people to log in to themacc.mt to check out The MACC and join the con- versation. The MACC is run by the or- ganisation Allura and spon- sored by the Malta Tourism Authority, Grant Thornton, Hydrolectric and the Carob Tree. For more information, log on to themacc.mt The MACC is the brainchild of Welsh artist Laura Swale (centre) "I arrived in Malta in 2016, and immediately realised how exceptional the volume and diversity of cultural activity was here, especially when you consider the size of the country"