Written by Augustus Welby on October 20, 2023Thank you for reading this post, don't forget to subscribe!
JBL is the number one global audio brand in terms of units sold. The company has been around for 77 years and was responsible for adding soundtracks to the first motion pictures with synchronized sound. Fast forward to 2023 and approximately 50% of cinemas worldwide use JBL sound systems.
JBL also has a long relationship with the music industry. Its two-way studio monitors are integral to countless professional recording complexes and home studios, while JBL’s portable Bluetooth speakers are a part of many home audio set-ups.
JBL’s product range continues to grow – the latest additions to the JBL family are the Authentics range, which includes retro-styled portable home speakers with Bluetooth and Wi-Fi capability and the JBL Spinner, a record player with wireless Bluetooth connectivity.
The 70s-inspired Authentics 300 is equipped with voice assistant technology as well as a rechargeable battery and a metal handle, allowing you to take the speaker with you while completing various tasks in your day. The rest of the Authentics range is primarily driven, but the entire range represents JBL’s commitment to moving forward with technological innovation while preserving the sound and style that has given its products global popularity.
The Spinner is another example of how JBL is re-imagining the classics. As the resurgence of vinyl continues, the integration of Bluetooth transmitters into turntables makes playing records easier than ever. Meanwhile, the turntable’s analog outputs and in-built preamp ensure that the spinner will satisfy the audiophile crowd.
JBL has integrated Dolby Atmos technology into its Authentics 500 speakers, the latest result of JBL’s long-term partnership with the audio encoding experts at Dolby Labs. Dolby Atmos spatial audio technology delivers an immersive, 3D listening experience that exceeds the capabilities of twin-speaker stereo sound.
With its commitment to audio innovation, JBL is invested in supporting emerging Australian artists. The brand recently premiered a documentary series JBL | was heardWhich charts the creative journey of Sydney disco, soul and pop musician Athanasia.
The series follows Athanasia as she works on her upcoming single “Bet I See It”, which will be released in November. The single – which was mastered in Dolby Atmos – was produced with songwriter and producer Audius Mtwarira, whose CV includes Delta Goodrem, Dami Im, Stan Walker and Jessica Mauboy.
With the support of JBL, Athanasia also spent time working with vocal producer and mix engineer Simon Cohen, who describes his work as inspiring people to “sing better than they thought they could possibly do.” Were capable.”
Cohen recorded Athanasia singing in short, high-intensity bursts, as well as some song-length vocal tracks that were more about vibe. All this was done with the aim of making everything “world class”, Cohen said.
With songs in the can, 24-year-old Athanasia met with Kara McDonald of Mushroom Creative House to map out her music and creative strategy. Athanasia explained some of her goals – such as getting songs on Spotify playlists and attracting fans who buy tickets to her shows – as well as providing a visual metaphor for the kind of artist she wants to be.
“I’ve always liked disco stuff,” Athanasia said. “It’s like shiny, glitzy, it’s glam – the ’70s are so much fun.”
Throughout, McDonald encouraged Athanasia to stay true to her creative vision while also accepting advice from industry experts. “Throw away the pieces [of advice] Which you don’t want,’” McDonald said.
Audius reiterated this point when they were working on “Bet I See It” in the studio, reminding Athanasia that the creative direction of the song was ultimately up to her. “As an artist, you are painting. It’s an extension of your creative expression,” Audius said.
JBL’s support for Athanasia is a part of the brand’s ongoing technological innovation. JBL knows that its core demographic consists of music lovers and music producers. Therefore, while ensuring these people have access to the highest quality audio equipment, JBL feels a responsibility to contribute to the production of excellent new music.
Follow Athanasia spotify And keep your eyes peeled for her next single “Bet I See It,” produced in partnership with JBL, coming in November.
Head over to YouTube to get a behind-the-scenes look at Athanasia’s journey at JBL.