Breaking Update: Here’s a clear explanation of the latest developments related to Breaking News:JBL Returns to SXSW 2026 Where Music Is Discovered and Culture Takes Shape– What Just Happened and why it matters right now.
Through artist led moments and cultural experiences, JBL reinforces its long commitment to uplifting the next generation of artists
Stamford, CT – February 27, 2026 – JBL returns to SXSW 2026 as the Official Audio Partner for the festival, continuing its focus on supporting rising artists at pivotal moments in their journeys. Grounded in JBL Music Academy, the brand’s global mentorship program developed with Martin Garrix, JBL will activate across Austin with immersive experiences designed to elevate new voices.
“SXSW is one of the few places where artists, industry leaders, and audiences from across the cultural landscape are all in the same room,” said Chris Epple, JBL Vice President of Marketing, Americas. “For JBL, that creates an opportunity to invest in emerging talent in a meaningful way. Our work in Austin reflects a long-term commitment to supporting artists early and staying close to the conversations shaping the future of music and culture.”
In partnership with Rolling Stone’s Future of Music showcase, and through artist-led conversations and performances, JBL brings discovery and access into the same space, connecting emerging talent with the audiences and platforms that help shape what comes next.
“SXSW has always been about discovery, from the artists on stage to the ideas shaping culture,” said Peter Lewis, Chief Commercial Officer of SXSW. “JBL understands how critical those early career moments can be. Their continued investment in emerging talent and in experiences that connect artists directly with audiences makes them a natural partner in helping shape the future of music.”
JBL Livebrary at SXSW: Taking Over 3TEN with JBL’s Latest Innovations
JBL takes over 3TEN at Austin City Limits with the debut of the JBL Livebrary, a countercultural library that turns silence into sound. Built around JBL’s headphone portfolio, the space features headline performances by Steve Aoki and LPGiobbi alongside JBL Music Academy artists. From listening stations to on-stage moments, the JBL Tour and open-ear series are integrated throughout the experience, alongside the debut of new premium headphones designed for how music is experienced today.
“I’ve watched artists go from playing rooms like this to headlining festivals around the world,” said Steve Aoki. “Moments like these can change everything, but only if there’s real momentum behind them. When brands invest in artists at this stage, it helps turn that energy into something lasting.”
JBL x Rolling Stone: The Future of Music Showcase
Following the successful partnership with Rolling Stone’s Future of Music showcase at SXSW 2025, JBL returns as the Official Audio Partner for the concert series, aligning two brands with deep roots in music culture. Throughout SXSW, JBL and Rolling Stone will collaborate across immersive experiences that spotlight emerging talent and industry voices.
“SXSW is one of those rare places where discovery happens in real time,” said Julian Holguin, CEO of Rolling Stone. “Our Future of Music showcase is about putting artists on stage at pivotal moments in their journeys and giving them a platform that can truly move things forward. Our continued partnership with JBL reflects a shared commitment to championing emerging talent and supporting artists as they build lasting careers.”
The Panel: Creating Real Pathways for Emerging Music Artists
JBL deepens its presence at SXSW with a panel moderated by Christian Hoard, Executive Music Editor at Rolling Stone. Featuring LP Giobbi, DJ, producer, and founder of FEMME HOUSE, alongside JBL Music Academy artist Soukhya and Chris Epple, JBL Vice President of Marketing, Americas, the discussion examines how mentorship and access shape the early stages of an artist’s career.
“Early support can influence every stage of an artist’s career,” said LP Giobbi. “Access to mentorship and platforms that genuinely champion rising talent opens doors to the business in a real way. My relationship with JBL began at SXSW last year, and seeing that support continue into 2026 shows what it looks like when a brand commits for the long run. When that investment is consistent, it helps build careers, not just performances.”
JBL Campus: Sound in Motion
To kick off the brand’s SXSW presence, JBL brings its JBL Campus program to Austin with a music‑powered run club. On March 11, participants will gather for a two-mile run led by content creator Gabby DePietro, wearing JBL open-ear headphones synced to a curated playlist. Pre-run activities include a DJ set, local bites, and giveaways, which will give participants special access to the JBL Livebrary at 3TEN.
EVENT LINEUP AT A GLANCE
Wednesday, March 11
- JBL Campus Run Club at the University of Texas at Austin starting at 5:30 p.m. CT
Thursday, March 12
- The JBL Livebrary event at 3TEN at Austin City Limits beginning at 6:00 p.m. CT
- Live sets from Steve Aoki and Chasyn
Friday, March 13
- The JBL Livebrary event at 3TEN at Austin City Limits beginning at 12:00 p.m. CT
- Live sets from LP Giobbi, Kunle B, and Soukhya
Saturday, March 14
- “Creating Real Pathways for Emerging Music Artists” SXSW panel at The Downright Hotel with Artist LP Giobbi from 11:30 a.m. – 12:30 p.m. CT
- The JBL Livebrary event at 3TEN at Austin City Limits beginning at 12:00 p.m. CT
- Live sets from KCH, Chasyn, Calena, Gaddi, Lindsay Ell, and BONNIE X CLYDE
For more information on JBL’s SXSW experiences, visit https://www.jbl.com/SXSW and follow @JBLAudio on social channels.
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About JBL
For over 80 years, JBL has shaped life’s most memorable moments at the intersection of music, lifestyle, gaming and sports. JBL elevates listening experiences with superior audio quality and product designs that encourage individuality and self-expression. With unmatched professional credentials and industry-leading innovation, JBL is a trailblazer in the audio industry because of passionate and talented engineers and designers around the globe. JBL Pro Sound is the foremost technology pushing culture forward through major pop culture events and partnerships with the world’s top talent across music, sports and esports.
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