A R Rahman
Harman International Industries, a market leader in home, professional and car infotainment, has announced the launch of JBL’s ‘Hear the Truth,’ a strategic multi-year 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 a rise in advertising spends this year by 300 %. The launch of this unique campaign is expected to help the company reach its target of $300mn 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 television commercials, print advertising, radio clips, online programmes, social media engagement and concert venue promotions that challenge listeners to ‘Hear the truth,’ which has been conceptualised 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 include Grammy and Oscar award winner A R 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.
“The 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 of Harman International.
“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 maximise the digital music experience,” said Jeff Willard, chief marketing officer of Harman International. “We expect the 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 utilise 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.’