Vladimir Maraš, Festival Director of the Made in New York Jazz Festival Montenegro
How a global festival becomes a platform for domestic and international artists
Vladimir Maraš is a name that resonates with special weight in Montenegrin musical circles. As a composer, arranger, and producer, Maraš for decades has merged the richness of Balkan musical tradition with the universal language of jazz. His journey has taken him from local stages to world venues, but a special place in his career is held by the Made in New York Jazz Festival Montenegro a celebration that unites local talent with world renowned jazz stars, bringing the vibrant energy of New York to Montenegro. A decade since its first edition, the festival has become a brand of quality and a meeting place of diverse musical worlds, and Maraš remains the heart and vision of this project.
How did the idea for the Made in New York Jazz Festival to come to life in Montenegro originate, and what did its initiation personally mean to you?
As is often the case when beautiful things happen, this story began with a stroke of luck. For over three decades, I’ve worked as a composer, exploring the depths of Balkan ethno heritage and striving to enrich my jazz infused music with authentic elements of regional tradition. Twelve years ago, I received an unexpected email an invitation to perform at the Gala evening of the Made in New York Jazz Festival at the Tribeca Performing Arts Center in New York.
At first, I thought it was a prank from a friend, so I carefully verified the information before responding. It turned out the invitation truly came from the festival’s organizers, which led to my debut performance with my band on the New York jazz scene in 2014. When I realized I was welcomed and appreciated in the very heart of the global jazz world, it became clear to me that a similar project should be brought to Montenegro. Thanks to my determination and the support of the New York festival’s leadership, we now celebrate the tenth anniversary of this remarkable event in our country.
The festival bears New York’s name, but it takes place in Montenegro how does it help our country present itself better to the world?
Any high quality project born in Montenegro regardless of whether it carries the name of New York, Tokyo, or any other city loses significance if it remains exclusively local. In the case of our festival, the impact is clear: over the past ten years, around 130 performers from Europe, the region, and across the globe have graced Montenegrin jazz stages, including about thirty exceptional artists jazz legends and Grammy winners. That alone speaks volumes about the scale and importance of this initiative.
I often feel that the Made in New York Jazz Festival garners more attention abroad than it does within Montenegro itself. The festival operates on multiple levels: locally and regionally, it has become a recognized brand of excellence, with jazz enthusiasts planning their visits in advance, knowing they’ll experience top tier performances. On the international front, it’s enough to mention that around seventy American musicians festival guests with a combined social media following of several million, have come to know not only the festival, but also Montenegro as one of the most beautiful countries in the world.
How do you select artists and strike a balance between global stars and the promotion of local musicians?
The selection process for the Made in New York Jazz Festival is highly specific and strategic. While New York serves as the catalyst for connecting with major international jazz artists, establishing these connections is not straightforward. Financial resources play a role, but reputation, tradition, and personal recommendations are crucial in negotiations. Over the past decade, the festival has established rigorous production and organizational standards, enabling negotiations with top tier artists in the industry. Securing a performance slot at this festival is a testament to the project’s significance.
Once the headliners are confirmed, my involvement intensifies to curate a comprehensive lineup that includes European and regional performers alongside the local music scene. That’s how the festival band is formed each year.
Who makes up the festival audience – and what connects them most?
Held annually in June across Tivat, Cetinje, and Podgorica, the festival naturally attracts a significant number of tourists. Jazz, with its universal language, draws people from various backgrounds, yet there’s a common thread among them: curiosity and a deep appreciation for the art form. What brings us particular joy is seeing more and more familiar faces each year: fellow citizens, friends, professors, students, and schoolchildren from Montenegro. This affirms our core mission to connect Montenegro with the world through music. When you look at photos of the audience, you’ll see smiles, brightness, sometimes a touch of melancholy but one thing always stands out: a powerful emotion and a deep connection to the music.
Which concert or moment at the festival left the deepest personal impression on you, and why?
There have truly been many, but I would highlight the year 2023, when our guest was Dee Dee Bridgewater one of the few true global jazz divas. She was joined on stage by the legendary Bisera Veletanlić, while her nephew, Vasil Hadžimanov, was part of the festival band.
A particularly special moment occurred when Bisera suggested that Vasil and I perform the song Zlatni dan together, in an arrangement I had previously created with the late Kornelije Kovač. Her interpretation was so powerful and emotional that even Dee Dee Bridgewater, watching from backstage, was moved to tears. That moment revealed the most important truth: music knows no boundaries, and emotion can only be conveyed by those who possess talent, experience, and deep human empathy.
Where do you see the Made in New York Jazz Festival Montenegro in the next ten years?
The future of the festival is both challenging and full of promise. The festival has been naturally growing, with its biggest challenges being budgets, organization, and partnerships. A positive milestone came in 2022, when the festival was officially recognized as an Event of Special Cultural Importance by Montenegro’s Ministry of Culture and Media. Over the next decade, we aim to secure more intensive support from the Government of Montenegro and foster close collaboration with the Ministries of Culture and Tourism, ensuring the festival brings maximum benefit to the country. We also plan to involve the Ministry of Education in identifying talented children and providing them with foundational jazz education so they can study in global jazz centers and eventually return to share their knowledge with new generations. Only through this approach can the festival become a truly holistic project a place where local and international talents meet, and Montenegro affirms its status as a hub of jazz music and cultural tourism.