Promoters of pop concerts, other events may ditch Malaysia as hard-line Islam gets a grip

* Beer festival banned after protest by Muslim group

* Promoters say most pop stars likely to give Malaysia a miss

* Ruling parts seen appeasing hardliners ahead of election

* U.N. official says cultural diversity under threat

By Tavleen Tarrant and Praveen Menon

KUALA LUMPUR, Sept 29 (Reuters) - Organisers of pop concerts and some other big events are increasingly wary of including Malaysia on their itineraries, as the cancellation of a beer festival due to take place next month highlighted growing intolerance towards activities regarded as insulting to Islam by some Muslim groups.

The promoters say that international music stars, especially those known for risqué lyrics or revealing clothing, are unlikely to be brought to Malaysia as part of regional or global tours. The same goes for any gatherings that could in any way be deemed un-Islamic.

While such concerns have been building for some time in this majority Sunni Muslim nation, the organizers say that the atmosphere has become particularly difficult in the past year.

The politicization of Islam has increased as Prime Minister Najib Razak's ruling party seeks to appease more-fundamentalist elements to secure its large, rural Malay vote bank ahead of an election expected in the coming months.

A United Nations cultural rights expert warned in a report last week that there is growing pressure to adopt a more narrow interpretation of the Islamic religion and identity in Malaysia, which excludes the country’s cross-cultural history, marginalises religious minorities, and fails to take account of the diversity of Malay Muslims.

"Of course it does affect the overall attractiveness of Malaysia being a venue for artists, events or festivals to be held. With artists’ touring of Southeast Asia, Malaysia will not be the first choice for any act to tour," said Darren Choy, the chairman of the Recording Industry Association of Malaysia who also heads the Malaysian unit of American entertainment and record label group Warner Music. "It may end up being the last to be considered, or not at all," he added.

The Malaysian government did not respond to requests for comment for this story.

"VICE CENTRE" WARNING

The popular Better Beer Festival 2017, which has been held for the past five years, was unexpectedly called off last week after the Kuala Lumpur city council banned the October 6-7 event. The ban followed protests by the Pan-Malaysian Islamic Party (PAS), who said the event would turn the capital into “the largest vice centre in Asia.”

The beer festival's organisers said that authorities called it off "due to the political sensitivity surrounding the event".