KUALA LUMPUR – Malaysia is banking on the booming appetite for live shows and mega events to boost its economy, with the launch of a new financial rebate programme designed to support large-scale concerts and high-impact events.
The initiative, called the Concert and Event in Malaysia Incentives (CEMI), was announced today by Communications Minister Datuk Fahmi Fadzil, who said it was created in response to the growing popularity of live entertainment in the post-Covid-19 era.
“Organising concerts and live entertainment events are no longer just a form of entertainment, but play a role as an economic chain that immensely benefits the country as it involves small vendors, technical crews, hotels, airlines and public transportation,” said Fahmi during a speech at the Eid Sinergy event at Ruang Rama Event Space in Petaling Jaya.
The initiative, introduced under Budget 2025, will be managed by MyCreative Ventures and is aimed at stimulating the local economy, attracting international acts, promoting cultural exchange and raising event standards in Malaysia.
“The Madani government realises the massive potential of organising concerts and large-scale events, and is aware that it is not easy to organise them with high operational costs, logistical challenges and the need to adhere to various agencies that have posed major obstacles to many organisers.
“Therefore, I would like to announce this important initiative under the Malaysian Budget,” he added.
How it works
To qualify for CEMI, events must attract more than 15,000 attendees, with organisers able to demonstrate a track record of managing similar events within the past three years. They are also required to provide proof of venue confirmation, either through email correspondence or a reservation deposit.
For events featuring international artists, organisers can claim up to 30% of the actual Qualifying Malaysian Concert and Event Spend (QMCES), or a maximum of RM1.5 million, whichever is lower.
This is subject to conditions, including at least 20% of QMCES being spent locally and a crew composition where at least 30% are Malaysians. A bonus of RM100,000 will be awarded if local artists are part of the lineup and ticket sales exceed 60% 30 days prior to the event.
For events involving only local artists, organisers are eligible for up to RM1 million, based on the same 30% rebate structure but with a higher local spend requirement of 70%. An additional RM100,000 bonus is available for events that surpass 60% ticket sales, with at least 20% of those sales coming from international buyers.
Applicants – whether local or foreign – must meet the capacity requirement and demonstrate proven experience. Additionally, international acts must secure pre-Puspal approval or obtain the relevant appraisal from state authorities in Sabah and Sarawak.
“As for international artists, it is mandatory to obtain a pre-Puspal (Central Agency for Application for Filming and Performance by Foreign Artistes) or the appraisal from state authorities for Sabah and Sarawak.
“(Meanwhile), for local artists, (there should be) evidence of agreement with local artists for proposed projects,” said Fahmi.
Puspal Guidelines 6.0
In a separate announcement, the Communications Ministry also introduced the latest version of the Puspal Guidelines, known as GPP 6.0. The updated guidelines are part of a wider effort to streamline event and filming permit regulations and make the process more industry-friendly.
The improvements under GPP 6.0 include changes to blackout dates, faster approvals for smaller events – promised within seven days – and mandatory pre-approval for foreign artist promotions and ticket sales.
Fahmi said the most notable update under GPP 6.0 relates to incident management protocols involving the introduction of a “killswitch”. He added that the revisions were developed following extensive engagements, workshops and discussions with stakeholders to ensure the framework is practical and effective.
The guidelines are now available in both Malay and English, and are split into two categories: foreign artiste performances and foreign film productions.
“The incentives and improvements made to the GPP reflect the commitment of the Madani government through the Communications Ministry in developing a creative ecosystem that is more sustainable, inclusive and competitive.
“I call upon industry players to take this opportunity, not only to make mass scale projects a success, but also to strengthen the Malaysian brand in the global stage,” added Fahmi. – April 18, 2025