(July 22, 2024) JBL has unveiled its latest home theater innovations, the JBL Modern Audio AV Receivers and Stage 2 Loudspeakers. Both lines are designed for a new, younger generation of music and movie enthusiasts, blending simplicity, quality, and scalability.
This isn't the first time a brand has looked to tap the wallets of a new group of uninitiated buyers. Emotiva's BasX line is a great example of gear focused on attracting the attention of the young, hoping to hook their ears while easing pain on the wallet. But this is the first time in recent memory that a legacy brand has extended an olive branch littered with traditional stereo components using a marketing campaign that radically breaks from its image.
First, to the gear. JBL has five new receivers under the Modern Audio or "MA" banner, priced from $399 to $1599. The eight-model Stage 2 loudspeaker system is equally affordable, giving movie fans access to 5.1 systems for as little as $1,750 and 5.1.2 channel Atmos systems for just $200 more.
On the AVR front, JBL stresses ease of integration with slim and sleek room-friendly designs (two color options: Latte and Espresso) and tools such as the EZ Set EQ mobile app for quick calibrations and Wi-Fi-enabled AVRs with “Works with SmartThings” integration. This allows users to create automated routines that control other connected devices with a simple button press. The system also supports various audio platforms, including Apple AirPlay, Chromecast, Bluetooth, and Spotify, along with 8K video and immersive sound codecs.
The speaker line presents turnkey solutions for a system that can start out small – say, a straightforward 2-channel solution – and grow into a much larger multi-channel home theater setup as a budget and space allows.
JBL MA AV Receiver Line Up:
- MA310: 60W 5.2-channel 4K AV Receiver (MSRP $399)
- MA510: 75W 5.2-channel 8K AV Receiver (MSRP $499)
- MA710: 110W 7.2-channel 8K AV Receiver (MSRP $699)
- MA7100HP: 125W 7.2-channel 8K High Performance AV Receiver (MSRP $799)
- MA9100HP: 140W, available in 5.1, 7.1, or 9.1 channels, supporting Dolby Atmos and DTS-X (MSRP $1,599)
- Floor-standing Models: 260F (MSRP $599.95/pair), 280F (MSRP $799.95/pair)
- Bookshelf Models: 240B (MSRP $299.95/pair), 250B (MSRP $399.95/pair) with separate floor stands
- Center Channel Speaker: 245C, MSRP $349.95
- Dolby Atmos Enabled Height Module: 240H, MSRP $199.95
- Subwoofers: 200P (MSRP $499.95), 220P (MSRP $699.95)
So, as you can see, these new releases give buyers a great assortment of options.
JBL has four new video ads aimed squarely at Gen Z, pandering to younger buyers. By the looks of things, the target audience is assumed to be tech-naive with a preference for screen time as opposed to reality. Perhaps you'll disagree, but the campaign feels forced and disingenuous. And while I applaud JBL for trying something new, the company might have been better served approaching influencers on the hottest social apps, skipping the faux-young hipster vibe its ads try to recreate.
Curious?
You can watch all four ads in the video below.
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cringe
