NEW YORK, NY – December 14, 2023 – JBL unveils its newest brand campaign, “JBL Makes Earbuds (For Every-One),” to redefine the way consumers interact with audio. Tapping the latest alien infatuation, JBL’s campaign is rooted in the belief that everyone should have earbuds as unique as they are, emboldening individuals to embrace their authenticity without constraints. 

At the center of the campaign is JBL’s unwavering commitment to providing a platform for fans to be their most authentic selves and immerse themselves in JBLien culture - a lifestyle that goes beyond the ordinary where fans are their most unique self and champion individuality. From partnering with emerging talent such as Ant, Sojin, Samm and Marshall and creating immersive experiences to showcasing the innovative designs and superior audio quality embodied in JBL’s TWS earbuds, JBL’s ethos is front and center with this campaign. 

“The JBL Makes Earbuds (For Every-One) campaign goes beyond the typical concept of earbuds by fusing audio, innovation and individuality and bringing to life what it means to be a JBL fan.” said Daniel Lee, Chief Marketing Officer for HARMAN. “JBL makes innovative design accessible to all lifestyles and choosing JBL is a way for fans to express themselves freely.” 

Unveiling a new dimension of excitement, JBL transformed the NYC SoHo store into a dynamic epicenter yesterday, December 13. As JBLiens embodied the campaign style and attitude, navigating the city and sparking engaging conversations, the event hit its zenith. The atmosphere pulsed with a high-energy live set by DJ Stonie Blue and an exciting live performance.

Amidst this electric ambiance, a standout moment emerged when the sensational Flyana Boss took center stage. The dynamic duo, seamlessly melding their invigorating style with the brand’s rhythm, gave attendees an exclusive sneak peek of their upcoming single ahead of its release. Making a grand entrance at the JBL event, Flyana Boss epitomized individuality, effortlessly aligning with JBL’s mission to champion unique self-expression. This fusion of energy and personal flair not only intensified the event’s vibrancy and the JBL partnership but also etched it as an indelible highlight in the campaign journey. 

In the unfolding storyline, JBL and Nick Kosir, aka “The Dancing Weatherman,” have teamed up to share the scoop on all things JBLien. Fresh off the press, JBLiens are fully immersed, marked by their ear-dividuality, enabling them to tune in more intensely to the beats that move them and share their passion with the world. Flyana Boss, leading the charge for JBLiens, dropped a message - JBL is set to invade fans’ eardrums on December 16 with something guaranteed to make heads nod like a Flyana Boss. Keep an eye on JBL’s social channels for the grand revelation. The stage is set, and the countdown to an audio revolution has begun. 

JBL’s TWS earbuds function as an extension of users providing a wide range of customization options through the JBL app. Equipped with superior sound, spatial audio, ANC and long-lasting battery life, JBL’s TWS series transforms the listening experience, delivering unparalleled quality sound built for the individual. By championing diversity, amplifying voices and embracing the power of being unapologetically genuine, JBL fosters a community where every voice is heard, everyone is celebrated, and every individual is free to live authentically. 


For over 75 years, JBL has shaped life’s most memorable moments at the intersection of music, lifestyle, gaming and sports. JBL elevates listening experiences with superior audio quality and product designs that encourage individuality and self-expression. With unmatched professional credentials and industry-leading innovation, JBL is a trailblazer in the audio industry because of passionate and talented engineers and designers around the globe. JBL Pro Sound is the foremost technology pushing culture forward through major pop culture events and partnerships with the world’s top talent across music, sports and esports.


HARMAN ( designs and engineers connected products and solutions for automakers, consumers, and enterprises worldwide, including connected car systems, audio and visual products, enterprise automation solutions; and services supporting the Internet of Things. With leading brands including AKG®, Harman Kardon®, Infinity®, JBL®, Lexicon®, Mark Levinson® and Revel®, HARMAN is admired by audiophiles, musicians and the entertainment venues where they perform around the world. More than 50 million automobiles on the road today are equipped with HARMAN audio and connected car systems. Our software services power billions of mobile devices and systems that are connected, integrated and secure across all platforms, from work and home to car and mobile. HARMAN has a workforce of approximately 30,000 people across the Americas, Europe, and Asia. In 2017, HARMAN became a wholly-owned subsidiary of Samsung Electronics Co., Ltd.

Media Contact:

Denise Daly