When Antoine Alexandre, brand and development manager for Montreux Jazz International, visited the Franschhoek Wine Valley in January 2025, he was there to assess the possibility of an African edition of the iconic festival. Now, it’s official: the Montreux Jazz Festival (MJF) has named Franschhoek as the host of its first African edition. The collaboration, set to debut in March 2026, stems from a strong alignment of values. Franschhoek, famed for its wine, cuisine, and European-influenced charm, shares a natural synergy with Montreux. “When you are in Montreux – and we know what Franschhoek offers – there are very strong parallels,” said Marc Goedvolk, a local entrepreneur and founder of MJF Franschhoek. “We were surprised that nobody had thought about matching Franschhoek with what Montreux is: curated, high-quality experiences rooted in hospitality. If we bring it all together in an intimate way, like both places are, I think it’s got legs – not just for MJF, but for our community too.”
Though Franschhoek lacks a lake like Montreux’s Lake Geneva, it offers its own breathtaking backdrop with the Berg River Dam and surrounding mountain scenery. The Montreux region is also known for its white wine production.
The MJF, approaching its 60th anniversary, is recognised globally for curating exceptional live music in remarkable settings. It was founded in 1967 by Claude Nobs, who passed away in 2013. The Festival’s audiovisual archives are listed in UNESCO’s Memory of the World Register under the name “The Claude Nobs Legacy”. From its Swiss base, the festival attracts nearly 250 000 visitors annually and has hosted legends such as Prince, B.B. King, Johnny Cash, and Stevie Wonder. One of many anecdotes is that the 1971 fire at the Montreux Casino during a Frank Zappa concert inspired Deep Purple to write the hit “Smoke on the Water”. According to the festival website, that same year, Claude convinced Aretha Franklin to perform in return for a box of chocolates!
In recent years, the festival has expanded to Japan, China, Brazil, Miami, and the Louvre Abu Dhabi, with Ibiza next on the radar.
Mathieu Jaton, CEO of MJF, expressed his excitement about the new African edition. “We are very excited to bring the MJF to Franschhoek, a place renowned for its rich culture and stunning natural setting. This new collaboration marks a historic moment for us. We are honoured to work alongside local partners who share our passion for live music, creativity, and hospitality.”
Hospitality, especially toward artists, is central to the Montreux philosophy and will be a key feature in the Franschhoek edition. “The main focus is hospitality for artists, and it has always been like this – to make sure they have a great time and keep coming back,” said Antoine.
Beyond performances, the festival is deeply committed to community engagement and social impact. “At the core, we’re a foundation,” Antoine explained. “A foundation to promote music through the festival and all the activities we have around it… Especially in places like this, with disparity in the population, we want to bring people together. That’s always what we want to do – through music, connect people.”
This commitment will be reflected in partnerships with the local community, including the Uncorked Music Academy at the Franschhoek High School. The initiative aims to nurture new talent and supports the goals of the Montreux Jazz Artists Foundation (MJAF), a nonprofit organisation dedicated to talent development and musical exchange.
“If we can give a platform for upcoming artists from Africa, from South Africa, and use our media exposure to find new voices, that’s really the goal,” Antoine said.
Montreux has a strong track record in this regard. Jacob Collier, now a globally acclaimed musician, was discovered after a Montreux Jam Session in 2013, where he met Quincy Jones. “They started talking, and at the end of the festival, they signed up,” Antoine recalled. “Now he’s been on the main stage maybe three or four times.” Other stars, such as Adele, Dua Lipa, and Kendrick Lamar, also performed at Montreux’s smaller venues before achieving widespread fame.
Importantly, the Franschhoek event will not attempt to replicate the Swiss festival. “The main thing is not to try to copy what we do in Switzerland or anywhere else – it’s not going to work here,” Antoine emphasised. “It’s about making something that is South African, that is from Franschhoek – but with the values of Montreux Jazz.”
Still, organisers aim to recreate the immersive energy that defines the original festival, where music spills into the streets, creating a town-wide celebration. Franschhoek’s walkable layout is ideally suited for this model. “Visitors can park their car and explore all day, enjoy little breakaway moments, and not worry about anything. ‘Stay, play, drink, enjoy, dance’ – that’s our vision,” added Ruth McCourt, CEO of Franschhoek Wine Valley.
Hosting MJF is expected to benefit Franschhoek’s tourism industry, attract international attention, generate local employment, and elevate the region’s cultural profile. “We are thrilled to have Franschhoek chosen to host this iconic festival,” said Ruth. “This marks a monumental milestone not only for the valley but for the entire continent, as we continue to shine on the global cultural stage.”
Local involvement will be vital to the festival’s success. “The team that is going to execute the festival are all people living in Franschhoek,” Marc revealed. “When we moved here, the lady who sold us the house said, ‘You don’t move to Franschhoek, you get called to Franschhoek.’ It is that type of energy.”
Final details for the festival will be announced in late 2025. When it debuts in March 2026, it will signal the start of a vibrant new chapter for Franschhoek – one where music, community, and creativity take centre stage, guided by the enduring spirit of Montreux.
- For further event information, please contact: [email protected]
- Montreux Jazz Festival global partners are Swiss luxury watchmakers Audemars Piguet and international wealth management firm Julius Bär. For MJF Franschhoek edition partnership queries, please contact Franschhoek Tourism: [email protected]
