“the success of an event is measured in cultural impact, loyalty, and the ability to create meaning”
As the Montreux Jazz Festival approaches its 60th anniversary, it’s time to take a look in the rear-view mirror. We all know the industry has changed profoundly. What was once a symbolic cultural space has become a structured economy with its own commercial logic, opportunities, and pitfalls.
Organising a festival today has little in common with what it was even ten years ago. And yet, the fundamentals haven’t disappeared – they’ve simply taken on a new form.
Positioning has become a central issue. For a long time, it was thought that a good lineup was enough. That is no longer the case. Audiences don’t just come for a programme – they come for an experience, a narrative, a spirit they identify with.
Today,…
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Mathieu Jaton explains Montreux Jazz Festival’s plans to remain relevant, as the event approaches its 60th anniversary
Comment 4 September 2025