Harman taps top musicians to ‘Hear the Truth’ in new JBL global brand campaign

Harman International Industries, a market leader in home, professional and car infotainment, has announced the launch of JBL’s ‘Hear the Truth,’ a strategic multiyear campaign showcasing an evolving roster of some of the world’s top musicians who want their fans to listen to music as it was intended to be heard. In line with the launch, Harman Middle East, has also revealed an increase in advertising spends this year by 300 per cent. The launch of this unique campaign in the Middle East is expected to help the company reach its target of USD 300 million in Middle East revenue for the fiscal year 2011-2012. As part of the campaign, Harman has shared that the next few weeks and months will see the launch of TV commercials, print advertising, radio clips, online programs, social media engagement and concert venue promotions that challenge listeners to ‘Hear the truth,’ which has been conceptualized to resonate with JBL's long-time fans and music lovers through the artists and songs they adore.

Five internationally renowned artists will kick-off the campaign, with Academy Award-winning director Barry Levinson behind the camera for the commercials. The ‘Hear the Truth’ campaign artists includes Grammy and Oscar award winner AR Rahman; Grammy award winning rock band Maroon 5; Chinese pop sensation Liu Huan; 80’s rock legends Night Ranger and the multi-platinum super band Styx. Harman has also revealed that additional artists will also be joining the ‘Hear the Truth’ campaign and will include hip hop artists, country music stars and international pop sensations.

“JBL's ‘Hear the truth' campaign is headlined by world-class musicians, and it's important to understand why: At a time when access to music has never been easier through our smartphones, portable music players, cars and computers deliver songs on demand no matter where we are - it has become increasingly important to focus on the core value of what music means to so many: quality sound. The JBL brand is renowned worldwide by musicians and sound engineers, and our mission is to ensure their musical integrity is faithfully recreated through JBL products,” said Dinesh Paliwal, Chairman, President and CEO, Harman.

“The ‘Hear the truth’ message from JBL is what I strive to achieve every day and I am proud to be part of this campaign,” said AR Rahman. “I’m very fortunate to have passionate fans who expect exciting music from me – and I sincerely believe music should be heard the way every musician intends the audience to experience it. For me, that means it should be heard on JBL equipment.” he added.

“JBL is a brand known globally for delivering music as it was meant to be heard, a legacy we bring to our next generation of products that maximize the digital music experience,” said Jeff Willard, Chief Marketing Officer, Harman International. “We expect this campaign to excite music lovers and our fans while showing why the greatest performers in the world trust JBL.”

During the course of the campaign, JBL will utilize social media channels to share unique behind-the-scenes video content from video shoots with the featured artists. These engaging clips will showcase the commitment, artistry and vision that the musicians bring to their craft so listeners and fans can ‘Hear the Truth.’

“It is no secret that the Middle East region is now seeing explosive growth in the use of social media, mobile devices, smart phones and video-- dramatically changing how we share information. With a huge fan base following in the Middle East for Maroon 5 and AR Rahman, their endorsements stand as a testament for innovation and the quality of sound that we offer, leaving a strong mark of assurance to consumers in the Middle East,” said Amit Malani, President, Harman Middle East.

The JBL heritage reaches back more than 65 years, as founder James B. Lansing developed the first sound system designed specifically for installation in movie theatres. It is the only audio brand to have been recognized by the Academy of Motion Picture Arts and Sciences for contributions to the film industry. JBL was an innovator for ground-breaking music festivals, as its loudspeakers were used at Woodstock in 1969, while today JBL sound systems are fixtures in top concert and performance venues around the world. JBL is a leader in developing audio equipment to maximize music for the digital area--developing iPad, iPhone and iPod speakers for the home and office; premium after-market sound systems for car audio enthusiasts and ground-breaking loudspeakers for home theatres and audiophiles.