[PRESS OFFICE] Music Arena, a division of Arena Holdings, one of South Africa’s leading media and entertainment companies, has entered into a strategic partnership with Montreux Jazz Festival Franschhoek.
The move signals growing confidence in the festival’s long-term potential as a globally relevant cultural and lifestyle event rooted in Africa.
Following a widely celebrated inaugural edition in March 2026, the partnership marks an important next chapter for the festival, reinforcing its position as one of the continent’s most compelling new additions to the international live events calendar.
Held from 27–29 March 2026 in the Franschhoek Wine Valley, the first Montreux Jazz Festival Franschhoek brought together nearly 40 acclaimed South African and international artists, including Róisín Murphy, Robert Glasper, Bilal, Thandiswa Mazwai, Mandisi Dyantyis and Kesivan Naidoo’s amaBig Band Experience.
Across multiple venues, audiences experienced a carefully considered programme that combined world-class music with exceptional food, wine, art and hospitality, all within one of South Africa’s most celebrated cultural destinations.
More than a festival, the debut edition demonstrated the growing global appetite for immersive cultural experiences that are deeply connected to place, identity and authenticity. Its success affirmed Franschhoek as a fitting African home for the Montreux legacy.
Operational continuity remains firmly in place, with the original creative and curatorial team continuing to lead the festival into its next phase. Under the leadership of newly appointed managing director, Philip Beardwood, the team will continue overseeing artistic direction, programming, marketing, hospitality and operations.
With decades of experience spanning large-scale live production, technical execution and destination eventing, Beardwood and his team bring the depth of expertise required to build a sustainable world-class platform, one committed not only to excellence in experience, but also to championing African musical talent on a global stage.
“The response to the inaugural festival confirmed something we strongly believed from the beginning,” said Beardwood. “When you bring together the legacy of a globally respected cultural institution with the energy, originality and creative confidence coming out of Africa right now, something incredibly powerful happens. Audiences responded to the honesty of that exchange. Artists felt it too. There’s a real appetite for experiences that are curated with intention, depth and a strong sense of place.”
Honouring a global legacy through an African lens
The festival’s licensing agreement with the Montreux Jazz Festival in Switzerland remains unchanged and continues to serve as the guiding framework for the festival’s artistic integrity and long-term vision.
For nearly six decades, the Montreux Jazz Festival has stood among the world’s most influential music events, hosting iconic artists such as Nina Simone, Miles Davis, Aretha Franklin, Prince and David Bowie.
Franschhoek represents the festival’s first-ever African destination, a milestone that reflects both the evolution of the Montreux brand and the growing significance of Africa within the global cultural economy.
The festival’s presenting partner, Nedbank, also remains a key stakeholder and strategic partner as the event expands its reach and ambition.
Strategic partnership reflects long-term growth potential
For founder and president, Mark Goedvolk, the partnership with Arena Holdings represents an important validation of his original vision: creating a world-class platform where international excellence and African creativity meet naturally and meaningfully.
“What began as an ambitious idea has very quickly become something with genuine international resonance,” said Goedvolk. “For a festival entering only its second year to attract this level of strategic partnership speaks to both the quality of the experience and the opportunity that exists for culturally driven events emerging from South Africa. Arena Holdings brings significant experience, insight and reach, and we’re excited about what we can build together.”
Antos Stella, Music Arena CEO added: “We are proud to partner with a festival that is already Showing a strong creative vision and momentum. This collaboration aligns with our commitment to supporting Music platforms that celebrate creativity, foster meaningful engagement, and contribute to the continued growth of South Africa’s cultural and creative industries. We look forward to helping amplify the festival’s impact and supporting its long-term success.”
2027 festival already in development
Planning is already underway for the second edition of Montreux Jazz Festival Franschhoek, set to take place from 19–21 March 2027. Building on the momentum of its debut year, the 2027 edition will further expand the festival experience through an enhanced programme, broader audience reach, and an even deeper integration of leading international and African artists.
At its core, however, the festival remains committed to the principles that defined its inaugural success: exceptional musicianship, meaningful cultural exchange, immersive listening experiences and a distinctly African approach to hospitality.
Festival dates 2027: 19-21 March
Montreux Jazz Festival Franschhoek brings the legendary Swiss festival to Africa for the first time, transforming the Franschhoek Wine Valley into a meeting place for global music culture. Set against one of South Africa’s most iconic landscapes, the festival unites international legends, contemporary innovators and leading African artists in a curated celebration of music, food, wine, art and conversation.
Arena Holdings is one of Africa’s leading media and entertainment companies, with a portfolio that includes trusted news brands such as Sunday Times, Business Day, Sowetan and TimesLIVE. Through The Music Arena, Arena Holdings is building a pan-African music ecosystem encompassing Gallo Record Company—Africa’s oldest and largest independent record label—Gallo Music Publishers, one of the continent’s leading music publishers, Content Connect Africa, a digital music distribution and aggregation platform, and Viva Nation TV & Radio, a digital content and streaming platform. Together, these businesses champion African artists, preserve the continent’s rich musical heritage and develop world-class opportunities for African music, live experiences and entertainment to reach audiences across the globe.
