What's New
JBL Modern Audio AVRs and Stage 2 Loudspeakers at Interscope Records
By David Glaubke
Product Manager
Director, Global Corporate Communications
When we planned for the launch of the JBL Modern Audio AVRs and Stage 2 loudspeakers, we knew that media would be critical to carrying the message to the customer – especially to the younger generations. Instead of getting product to the media, we aimed at bringing media to the product through four key listening events; July’s product launch in Hollywood, the CEDIA Expo in September, media evaluations at Republic Studios in New York in October, and this month at Interscope Studios in Santa Monica, California. Universal Music Group, the parent company of Republic Records and Interscope Records, along with Dolby Labs, were key partners in our events. Their collaboration with us was important for a couple of reasons. The first reason that it helped articulate the proposition of clear and accurate rendering of Dolby Atoms mixes through the JBL multi-channel system. The second reason is that with these partners in these recording studios, it gave us the milieu to demonstrate JBL’s credibility from sound recording all the way through to home audio.
Our Interscope event began with a studio party attended by renowned studio mixing engineers, recording artists, magazine writers and editors, and executives from HARMAN, Universal Music Group and Dolby. Guests were treated to listening experiences throughout the studio with a 2-channel streaming system providing the party music in the main artist lounge, a 2-channel system playing vinyl in Studio One lounge, our multi-channel system in Studio One’s live room playing music and movie clips in Dolby Atmos, and a pair of JBL 708p near-field reference monitors in the Studio One control room. The feedback throughout the campaign has been tremendous from artists and engineers, some of whom have recorded at Interscope Studios, Republic Studios in New York, Capitol Studios in Hollywood, and Abbey Road Studios in London. The quality of their work product depends on the speakers playing it, and these events reinforced their trust in JBL to represent the artist intent as interpreted through their mixes.
