Stamford, Feb 28: Audio brand JBL is returning to South by Southwest (SXSW) 2026 as the festival’s Official Audio Partner, reinforcing its long-term strategy of supporting emerging musicians through mentorship and live performance opportunities. The Stamford-based company will activate across Austin with artist-led events, live showcases and panel discussions, all anchored in the JBL Music Academy — its global mentorship initiative developed in collaboration with electronic music producer Martin Garrix. Chris Epple, JBL’s Vice President of Marketing for the Americas, said SXSW offers a rare opportunity to connect artists, industry leaders and audiences in one place.
“For JBL, it’s about investing in talent at early, defining moments,” Epple said. “Our presence in Austin reflects a long-term commitment to helping shape the future of music and culture.” JBL Livebrary Takes Over 3TEN A centerpiece of the brand’s SXSW presence will be the debut of the “JBL Livebrary,” an immersive installation at 3TEN at Austin City Limits Live. Described as a “countercultural library that turns silence into sound,” the space will showcase JBL’s latest headphone innovations alongside live performances. Headlining acts include electronic artist Steve Aoki and DJ-producer LP Giobbi, joined by alumni from the JBL Music Academy.
Listening stations, live sets and hands-on demonstrations of JBL’s tour and open-ear headphone series will be integrated throughout the venue. The company will also introduce a new line of premium headphones designed to reflect changing listening habits. Aoki, who has performed at festivals worldwide, emphasized the importance of early-stage support. “Moments like these can change everything,” he said. “When brands back artists at this point in their careers, it can help turn potential into something lasting.”
Partnership with Rolling Stone JBL will also continue its collaboration with Rolling Stone as the Official Audio Partner of the publication’s “Future of Music” showcase. The concert series highlights emerging talent performing at pivotal career moments. Julian Holguin, CEO of Rolling Stone, said the partnership reflects a shared mission. “Our showcase is about giving artists a platform that can genuinely move their careers forward,” he noted. The collaboration will extend beyond performances to immersive brand activations and artist-focused discussions throughout the festival.
Panel on Building Sustainable Careers Beyond live events, JBL will host a panel conversation examining mentorship and access in the music industry. Moderated by Christian Hoard, Executive Music Editor at Rolling Stone, the session will feature LP Giobbi, JBL Music Academy artist Soukhya and Chris Epple.
The discussion will explore how mentorship programs, networking opportunities and brand partnerships can create sustainable pathways for emerging musicians. “Access to platforms that truly support rising talent makes a real difference,” LP Giobbi said, reflecting on her own collaboration with JBL that began at SXSW 2025. JBL Campus Brings Sound to the Streets JBL’s SXSW activation will begin with a JBL Campus run club event on March 11. Participants will join a two-mile music-powered run led by content creator Gabby DePietro, wearing JBL open-ear headphones synced to a curated playlist. The event will include a pre-run DJ set, local food offerings and giveaways. Participants will also receive special access to the JBL Livebrary experience later in the week. A Long-Term Play in Music Culture
As brands increasingly compete for visibility at major festivals, JBL’s strategy focuses on building sustained relationships with artists rather than one-off activations.
By blending performance opportunities, mentorship initiatives and experiential product showcases, the company aims to position itself not just as an audio hardware manufacturer, but as an active participant in shaping music culture’s next generation. With SXSW known as a launchpad for breakout talent, JBL’s 2026 presence signals that its investment in emerging artists is designed for the long run — both on stage and behind the scenes.
