JBL Launches LIVEbrary at SXSW: Music, New Products, and Experiences

Iconic audio brand JBL headed to Austin for the annual SXSW festival, transforming the 3TEN space at Austin City Limits Live into the JBL LIVEbrary for three days. Unlike other such institutions, this event invited attendees to immerse themselves in the world of sound and innovation. Live performances and product presentations created a unique and engaging atmosphere for music and technology fans.

The initiative stood out for offering a different experience, where music and technology merged to create an immersive environment. The LIVEbrary was not only an entertainment space but also a platform for the presentation of JBL's latest products and direct interaction with consumers.

The event kicked off on Thursday, March 13, with explosive live DJ sets, including Chasyn and Steve Aoki. Aoki’s set took an unexpected turn when fans, holding signs with the phrase 'cake me', were treated to cake during his song 'Cake Face'.

The energy and interaction with the public demonstrated JBL's ability to create memorable experiences. The participation of renowned artists and the vibrant atmosphere of the LIVEbrary were key to the event's success.

On Friday, the party continued with performances by LP Giobbi, Kunle B, SOUKHYA, Susannah Joffee, and Taz, who kept the crowd buzzing all day. On Saturday, the event culminated with an exciting lineup that included KCH, Calena, Gaddi, Lindsay Ell, Sofia and The Antoinettes, and Bonnie X Clyde.

The variety of artists and musical genres ensured that there was something for everyone, establishing the JBL LIVEbrary as a meeting point for music and culture at SXSW.

The JBL LIVEbrary served as the stage for the debut of two new brand products: the JBL Live 780NC over-ear headphones and the clip-on open-ear JBL Soundgear Clips. The 780NC headphones were displayed in listening stations and art exhibits, highlighting their immersive sound and noise-canceling technology.

The JBL Soundgear Clips, with their lightweight and comfortable design, were also promoted, offering a unique listening experience with privacy and situational awareness.

To celebrate the launch of the Soundgear Clips, JBL set up a station where visitors could create charms for their headphones. The three-day event, filled with music and interactive experiences, reminded SXSW attendees of the festival's magic: the opportunity to celebrate sound with performances in intimate spaces and with exceptional audio quality.

The JBL LIVEbrary combined technological innovation with artistic creativity, creating a memorable experience for attendees and solidifying JBL's presence in the world of entertainment.