Technology, music, and culture converged at SXSW in Austin, Texas! HARMAN’s JBL brand, a leading audio innovator and cultural trailblazer, captivated attendees as the festival's official sound partner. From unveiling the next-generation of our fan-favorite portable speakers to showcasing emerging artists on the rise, JBL’s immersive activations united people through the power of sound.
JBL kicked off the festivities by introducing the JBL Flip 7 and JBL Charge 6 portable speakers -- redesigned for even bolder, more reliable performance. Now featuring AI Sound Boost technology for powerful, distortion-free bass, these speakers push the boundaries of audio performance and transform the way we listen.
At the JBL Sound Bodega – a corner store-inspired venue – brought a fresh take on immersive sound experiences. JBL Flip 7 speakers were custom-printed to look like fresh fruit and a stage outfitted with the JBL Flip 7 and JBL Charge 6 powered the first-ever Auracast concert. Through our landmark partnership with Rolling Stone’s Future of Music, our guests danced the night away to performances by musical artist Laila! and DJ Pee.Wee (aka Anderson Paak). The JBL Sound Bodega attracted over 2,000 SXSW attendees who also enjoyed performances by a mix of country, Latin, and pop artists, making the space a hub of musical discovery.
The action culminated in nightly headlining performances at the Moody Theater at ACL Live, featuring even more Rolling Stone Future of Music artists. Grammy-nominated newcomer Benson Boone launched the week of exciting concerts with his acrobatics and vocal prowess, closing with his viral hit, “Beautiful Things.” Each performance kicked off with a video to share JBL’s rich history and legacy in the music industry with more than 10,000 concertgoers.
JBL connected with the next generation at U.T. Austin's Victory Lap, transforming the popular student spot into a festival scene to showcase the capabilities of. the Flip 7 and Charge 6 in unique ways – including with a dunk tank so attendees could test their waterproof function for themselves. Adding to the local Austin vibe, the U.T. Austin student band West 22nd entertained the crowd with their original indie-pop songs and covers. Before DJ Xandra's headlining set, influencers Sky Katz, David Suh, Alex Nguyen, and Kyra Green surprised students with JBL merch giveaways, further cementing Gen Z’s affinity for the brand.
Beyond the music, JBL also convened a thought-provoking panel on the future of the creator economy. In a discussion led by Ryan Joe, Editor in Chief of ADWEEK, Chris Epple, HARMAN's Vice President of Marketing - Americas, Cody "Clix" Conrod, an esports phenomenon and JBL ambassador, and XANDRA, a popular creator and DJ/producer explored how strategic partnerships drive growth by enhancing brand authenticity and visibility, as well as how aligning brand ethos with creator authenticity can foster genuine connections and impactful content.
JBL is committed to meeting audiences where innovation meets culture – from the SXSW stage to the heart of college campuses and beyond. By engaging with musicians, creators, and campus culture during SXSW, JBL strengthened our connections with Gen Z audiences and solidified our position as a leading audio innovator. The impact was evident: Teen Vogue, Refinery29, ZDNet, and more media players raved about the experience and new products. To learn more about the new JBL Flip 7 and Charge 6 and how we are immersing ourselves in the heart of cultural moments like SXSW, visit: https://news.harman.com/releases/jbl-global-leader-in-portable-audio-unleashes-next-generation-flip-7-and-charge-6-with-bigger-sound-and-deeper-bass.
