Benson Boone & JBL Unleash 'Mystical Magic' This Summer

JBL is moving forward in its collaboration with Benson Boone, the 22-year-old pop singer who has gained widespread attention among Generation Z through his catchy music, vibrant outfits, and energetic live performances.

On Monday, the speaker company owned by HARMAN launched its summer marketing initiative titled "First Doesn't Follow," highlighting its noise-reducing Tour Pro 3 earbuds. A 30-second advertisement features Boone's latest popular song. "Mystical Magical," a lively summer tune with a chorus that samples "The Physical," the 1981 hit from Olivia Newton-John .

JBL referred to the summer promotion, featuring advertising through various channels such as social platforms, online videos, smart TVs, audio ads, and outdoor displays, as among its most significant promotional efforts.

It continues with a June activation where JBL's partnership with Boone Was initially revealed. At the entrance of JBL's shop in Manhattan, Boone—who launched his latest album "American Heart" just this past month—caught followers off guard by arriving in an old-fashioned convertibles and playing his music via JBL mobile speakers as he distributed and signed numerous recently introduced items from the company.

For JBL, collaborating with Boone is described as a "lighthearted approach to expressing, 'stay true to yourself, remain genuine," according to Chris Epple, vice president of marketing at HARMAN. He mentioned that although JBL does not select partners based on music streaming numbers, sports statistics, or esports kill counts, there’s no question that Boone's popularity is rising rapidly.

The 22-year-old musician from Washington has gained fame over the last several years partly because of TikTok clips he shared prior to joining—and later exiting—season 19 of American Idol In 2021, after releasing an initial album the previous year, Boone's new record reached the number one position on Billboard's top album sales list.

When we considered Benson, he met all those criteria by being an up-and-coming artist, a promising performer," Epple stated. "He created his own route. Everything he did, from leaving ["American Idol"] to how he approached building his career, shows a very clever, genuine character. It’s clear he isn’t following the standard corporate approach, which aligns perfectly with the JBL image.

Rather than simply requesting the artist to appear at a location, Epple mentioned that JBL is collaborating with Boone and his group to match their direction and ideas for the upcoming six months to a year, aiming to steer clear of a conventional product sponsorship method.

It's truly focused on him," he stated. "We begin with the artist initially.