The Montreux Jazz Festival partners with TikTok to support new artists | Digital

The Montreux Jazz Festival has announced a UK and European partnership with TikTok for the festival’s new music initiative, MJF Spotlight.

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 event on Lake Geneva this summer.

As part of MJF Spotlight, The Road To Montreux will feature six live showcases of rising departures throughout the year which will be streamed live via TikTok and on Montreux’s own channels.

TikTok will work with the Montreux Jazz Festival talent team to identify rising stars in the music industry, giving them a platform to reach new audiences. 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.

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 artists include Priya Ragu (pictured), who released two live music videos of her performance at the festival in 2021, as well as a two-track live EP which was released via DSPs.

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.

Michael Kümmerle, Head of Music Operations Germany, Austria and Switzerland at TikTok, said: “Artist discovery starts on TikTok and at the Montreux Jazz Festival. As with MJF, our passion is to empower emerging artists of all genres to take their music and passion to the next level. We can’t wait to see how the next rising stars will unleash the interactive potential of TikTok Live or create entertaining content to inspire new and existing fans.

From July 1 to 16, the Montreux Jazz Festival will return to the shores of Lake Geneva for its 56th edition, showcasing some of the biggest names in music and the best emerging talent.

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