The Montreux Jazz Festival announces a British and European partnership with TikTok
The Montreux Jazz Festival announced a UK and European partnership with ICT Tac for the new musical initiative of the MJF Spotlight festival. Launched in 2021, MJF Spotlight was created by the Montreux Jazz Festival to support emerging artists and new music, in the form of original content creation and live performances. As part of the partnership with TikTok, MJF Spotlight will offer a series of live performances under the name ‘The Road To Montreux’. In addition, TikTok has been named official partner of the 2022 edition of the Montreux Jazz Festival and will bring its creators and talents to the shores of Lake Geneva this summer.
Recognizing common opportunities to support emerging artists, ‘The Road To Montreux’ will feature performances from some of music’s hottest rising stars. Throughout 2022 and as part of MJF Spotlight, “The Road To Montreux” will feature six live showcases throughout the year which will be streamed live via TikTok and on Montreux’s own operated channels.
TikTok will collaborate with the Montreux Jazz Festival talent team to identify the most exciting rising stars in the music industry, giving artists a platform to reach new audiences and advance their careers. The live showcases will be filmed in Zurich, with stops in Berlin, Hamburg and London, before concluding at the 2022 edition of the Montreux Jazz Festival in Switzerland. In addition, Montreux will offer MJF Spotlight artists the opportunity to perform on the MJF Spotlight stage at the Montreux Jazz Festival in 2022.
As an inclusive space and home for all, the Montreux Jazz Festival is committed to reflecting the diversity of creative talent and genres in the music industry. MJF Spotlight features music from a wide range of musical genres, including pop, electro, rock, hip-hop, jazz, R&B and more. Each month, MJF Spotlight supports a specially selected artist with exclusive digital content and live broadcasts internationally. Previous MJF Spotlight performers include Priya Ragu, who released two live music videos of her acclaimed performance at the festival in 2021.
MJF Spotlight is part of Montreux’s mission to diversify and sustain the festival’s exposure through its media subsidiary Montreux Media Ventures. Launched in 2019, Montreux Media Ventures was created to grow the festival from an annual event into a sustainable enterprise in its own right by creating high-quality content throughout the year.
Nick Bonard, CEO of Montreux Media Ventures said: “Like TikTok, we are passionate about music. Building on the Festival’s heritage of supporting young artists, MJF Spotlight offers new talent a physical and digital platform to showcase their music to new audiences. Together, TikTok and MJF Spotlight can speed up the artist discovery process through entertaining and engaging content. We are very happy to find new artists to showcase through MJF Spotlight this year.
With over 50 years of history in showcasing and supporting new artists, the Montreux Jazz Festival has helped launch the careers of many successful artists, including Lewis Capaldi, Lizzo, Jorja Smith and Priya Ragu, all of whom have played at the iconic festival. From July 1 to July 16, the Montreux Jazz Festival returns to the shores of Lake Geneva for its 56and edition, featuring some of the biggest names and top emerging talent in music.