Creative Works Brand Strategy Gaming

JBL launches sonic playground ‘JBL Land’ in Roblox to redefine self-expression


By Audrey Kemp, LA Reporter

February 23, 2024 | 5 min read

The audio brand ventures into the metaverse, inviting the next generation of audio enthusiasts to explore a dynamic digital space where sound, creativity and self-expression converge.

JBL Land

JBL Land empowers users to create music to share with the community / Credit: JBL

JBL, a 78-year-old consumer electronics company owned by Harman International, has unveiled its latest venture, ’JBL Land,’ a virtual realm on Roblox, to offer users a virtual space to express themselves through sound and creativity.

The brand describes JBL Land as a fusion of music, gaming and personalized avatars to help users develop their unique ’Sound.’ The launch includes three dynamic games showcasing the power of sound.

“By launching JBL Land on Roblox, we are giving our community tools for digital self-expression through sound. Not only can players explore the land as they customize their avatars, they can also create their own unique sound identity,” said Daniel Lee, chief marketing officer at JBL.

“As our iconic brand steps into the virtual world of Roblox, we embrace new opportunities to further activate brand partnerships and events, and make them accessible to more people. We are thrilled to enter the virtual world of Roblox as we connect with a new generation of audio lovers on new platforms.”

The virtual space is designed as a vibrant arena where users can engage in games, earn and discover ’Soundbytes,’ which the brand describes as short snippets of sound ranging from reggaeton beats to iconic JBL sounds.

Players can creatively mix these Soundbytes to compose their unique tracks and contribute to JBL Land’s dynamic soundtrack. Jukeboxes scattered throughout the land serve as mini-stages where users’ creations can be discovered and celebrated by others.

In addition to the interactive sound experience, JBL Land features an in-world merchandise shop where players can use Roblux currencies known as ’JBLZ’ to purchase virtual items like headphones and portable speakers.

JBL Land officially opened its doors on Wednesday; JBL plans to host special Roblox activations in the game throughout the year to honor the brand’s history, including the ’JBL Snow Party’ game, ’JBL Music Academy’ quest and virtual product launches.

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To kickstart the adventure, JBL has collaborated with American YouTuber Robuilds to produce a short movie entirely within the virtual landscape, promising a sound-filled quest for the audience.

JBL Land is a collaborative effort between Harman’s in-house design agency, Huemen Design, which handled graphics and FX, and creative agency GoSpooky, which led concepting, game development and social activation.

With this campaign, JBL becomes the latest legacy audio brand to experiment in the metaverse; last June, Bang & Olufsen launched ‘See yourself in sound,’ which created bespoke virtual characters based on music lovers’ listening habits.

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