JBL Targets Gen Z with a Slick New Line of Gear and a Cringey Marketing Campaign

(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)

JBL Stage 2 Loudspeakers:

• 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.

 

[Brett Bjorkquist]

I know what you're saying, but I found parts of it hilarious, and they did simplify what the products do, pretty simply. But yeah, it seems like someone our age was trying to get all the genZ buzzwords in, but they forgot skibidi and Ohio, although perhaps those are more Gen Alpha!!!

Also, I love how they used height speakers on a ceiling thats angled the same direction. Those height channels are going to be reflecting to the back wall most likely. Plus that sub isn't going to do much in a room that sized, and with that tall a ceiling.

But hey, the pricing is fairly competitive on these, although I don't that I was aware that 5.1 processors were still made, and $1,500 for an Atmos enabled AVR loses the competitive edge. But my first was an old Marantz stereo receiver, and my first AVR was a Sony I bought used from GoodGuys, which is when they offered me a job after discussing the various products.

Seems more like an SNL sketch than a commercial.

 

[Mike Schramm]

I embarrass easily, especially for other people, and I found myself hiding from these videos! Hahahahaha!!!

 

[Todd Anderson]

I know what you're saying, but I found parts of it hilarious, and they did simplify what the products do, pretty simply. But yeah, it seems like someone our age was trying to get all the genZ buzzwords in, but they forgot skibidi and Ohio, although perhaps those are more Gen Alpha!!!

Also, I love how they used height speakers on a ceiling thats angled the same direction. Those height channels are going to be reflecting to the back wall most likely. Plus that sub isn't going to do much in a room that sized, and with that tall a ceiling.

But hey, the pricing is fairly competitive on these, although I don't that I was aware that 5.1 processors were still made, and $1,500 for an Atmos enabled AVR loses the competitive edge. But my first was an old Marantz stereo receiver, and my first AVR was a Sony I bought used from GoodGuys, which is when they offered me a job after discussing the various products.

Seems more like an SNL sketch than a commercial.

I showed the ads to a Gen Zer. I know it’s an N of 1, but the sentiment/feedback is similar to what you’re saying:

1) The ads break things down in a way that’s relatable and understandable

2) Some jokes are funny

3) Some jokes feel like they were written by a millennial, missing the mark on Gen Z slang… couldn’t tell if they were trying to relate to Gen Z or make fun of it

4) Ads are engaging

5) The scene is relatable… people chilling on couches, looking at phones… hand gesturing/limited engagement

 

[Todd Anderson]

I embarrass easily, especially for other people, and I found myself hiding from these videos! Hahahahaha!!!

Me too Mike. You stated that perfectly!

 

[Brett Bjorkquist]

I showed the ads to a Gen Zer. I know it’s an N of 1, but the sentiment/feedback is similar to what you’re saying:

1) The ads break things down in a way that’s relatable and understandable

2) Some jokes are funny

3) Some jokes feel like they were written by a millennial, missing the mark on Gen Z slang… couldn’t tell if they were trying to relate to Gen Z or make fun of it

4) Ads are engaging

5) The scene is relatable… people chilling on couches, looking at phones… hand gesturing/limited engagement

Makes sense.

The only other thing they missed was the room. Couches and phones absolutely, but that house has to be $1m-$2m+ depending on where it's located. If it's their parents house, they wouldn't be buying the product, and if it's their place, an apartment or at least a location that ties in better to the cost of the products they are trying to focus people on, might have been better than putting them into an enormous room that the system (specifically the sub and Atmos speakers really aren't designed for.

I do like the colors, and simplicity of the system options, and do think it was discussed in a simple way, when not using slang that I agree with your daughter, can't tell if they are using ironically or unironically. I know my GenZ'r doesn't speak like that at all, as it seems to put out a bit more of a mean-girl, valley-girl vibe, than GenZ.

But in marketing, just like in movies, sometimes the dumbest movies get the most repeatable lines, and have the best chance of going viral and being discussed. I'm sure they sold a ton of ShakeWeights after commercials we would generally laugh at.

Chat soon, gotta go work on my Family Room system update.

 

[VJM]

Sorry, thumbs down on this ad campaign, but on the other hand the receivers and speakers look really nice

 

[JStewart]

Not a fan of the ads but then I’m not in the target demographic.

The AVRs look like they have potential to be pretty solid.
They‘re using class D amps and for the top two models Dirac will be available. They all have some kind of RC they come with. It’s mentioned that it takes a couple of minutes with Android or IOS devices.
Full specs here:

https://www.auditorium.de/attachment/JBL_MA_Receiver_Data_INT.pdf

 

[phillihp23]

cringe

 

[Travis Ballstadt]

Can we get a quick age check on every single person who has commented on this so far?

I don't get the hate for this. Do you think Gen Z is going to be more likely to watch a video with Youthman, or Cheap Audio Man or (god forbid) me? I think this is a great video, for its audience (spoiler: WE ARE NOT THE AUDIENCE). The biggest miss is the "pretend to be into vinyl" line - why insult your audience?

 

[Todd Anderson]

^ Ha… my 22 yr old daughter said the “pretend to be into vinyl” line was actually the funniest part of the video.

I get what JBL is trying to achieve here, but I think they could have attacked it much more creatively and broadly.

I’m left wondering: what about the GenZ males that are going to see this?

You can’t burn all of your bridges with the hyper focus this ad campaign has.

 

[symphara]

Class D, Dirac, I’m in the market for s 5.1.4 receiver and their top of the range sounds interesting and a contender for the Denon 3800H.

 

[kevinp]

12 inch woofer…like a dog!