JBL Leans Into Benson Boone's Pop Star Power to Boost Brand Appeal

Quick listen: How JBL hit the right note with Gen Z — in under 2 minutes.

Benson Boone is flipping into JBL’s biggest summer push yet.

The brand's newest campaign is turning up the volume on sound and self-expression, enlisting the help of the rising pop artist to front its push for the "Tour Pro 3" earbuds.

Known for his viral Gen Z appeal and unpredictable stage moves, Boone adds his signature swagger to JBL’s "First Doesn’t Follow" summer platform, released last week.

The campaign is marked by a 30-second hero spot that's set to Boone’s upbeat new track “Mystical Magical" and anchored in a multi-platform rollout across digital video, connected TV, social, audio, and OOH.

Notably, the song interpolates Olivia Newton-John’s 1981 hit “Physical,” injecting retro energy into Boone’s latest single and JBL’s summer brand moment.

The campaign builds on JBL’s broader partnership with Boone, first teased in June, and now formalized as a brand collab for summer.

“Benson Boone is one of the most compelling new talents of his generation,” said Chris Epple, VP of marketing at HARMAN.

“He brings the spirit of a true original with his unique style and raw talent, which aligns perfectly with JBL’s legacy of pushing boundaries and celebrating self-expression.

Together, we’re creating bold, unforgettable moments that are MADE to be HEARD.”

The collaboration is a significant change for JBL, which has long targeted younger audiences. Now, it's betting even bigger on authenticity and personality.

“We start with the artist first,” said Epple.

The 30-second spot starts off with Boone turning on his Tour Pro 3s to start a listening session. 

Mystical Magical then starts to play and instantly takes viewers on an animated visual trip, with Boone stepping on piano keys, jumping across social media frames, and landing on a stage.

The ad ends with Boone doing his signature backflip and bowing in front of the audience, as we get a closer look at the new earbuds.

The campaign’s kickoff event took place outside JBL’s SoHo flagship in Manhattan, where Boone surprised fans by pulling up in a vintage convertible fitted with JBL’s newest Flip 7 and PartyBox speakers.

He blasted “Mystical Magical” from his debut album “American Heart,” handed out product from his trunk, and signed personalized JBL speakers for fans on the street.

The event channeled old-school music discovery, with a social-first twist and heavy Gen Z appeal.

And Boone’s personal love for music on the go made the brand partnership an easy fit.

"I’m a big fan of JBL and I’m way excited to be partnering with them," said the artist.

Boone, who shot to fame after appearing on and leaving “American Idol” in 2021, has since built a global fan base through TikTok, breakout singles, and sold-out tours.

JBL's campaign supports his current promotional cycle and frames the Tour Pro 3 as a lifestyle essential for fans chasing originality.

JBL said the collaboration will continue to roll out exclusive content through the summer, with Boone appearing across retail and social platforms as a global face for the brand.

Our Take: Can Sound Sell a Summer?

I like how JBL is both riding on the Benson Boone hype while embedding itself into his creative path.

This kind of artist-first thinking is exactly what gives a campaign its long tail.

In addition, tying the product to moments fans actually care about, much like a surprise street drop, allows the brands to promote both earbuds and the feeling of belonging.

To me, that’s what makes this more than just a summer spot.

Brands tapping into celebrity marketing has long been a sound strategy. 

Recently, Cash App unveiled a new campaign starring Timotheé Chalamet to emphasize the importance of financial literacy across generations.