JBL’s Immersive, Off-the-Wall Sound Bodega Was an Explosive Music Experience for SXSW Attendees

On a Tuesday afternoon in Downtown Austin, lines of buzzing SXSW attendees snaked around the block outside legendary music venue 3TEN. That day, however, it wasn’t just a music venue. It had been transformed into an immersive sound experience, designed to look like an off-the-wall corner-store, complete with interactive games, bodega-inspired photo ops, exciting giveaways and live performances.

This was the JBL Sound Bodega, a sonic playground that served up the launch of the brand’s new portable speakers, the JBL Flip 7 and Charge 6  — and it kicked off with an iconic lineup of musical acts. On March 11^th, a man most fans will know as Anderson .Paak stood behind the DJ booth and played an all-vinyl set of 70s funk oldies and kitschy pop favorites, like Technotronic’s “Pump Up the Jam” and Natasha Bedingfeld’s “Unwritten”. It was the first ever live DJ performance using Auracast™ technology – with every speaker in the Sound Bodega collectively linking up to pump out the jams. On this day, however, a massive wig of curls that swallowed his head identified him as .Paak’s alter-ego: DJ .PeeWee. At one electrifying moment, DJ .PeeWee’s trumpet-playing bandmate burst through the audience and sent the energy through the roof.

The crowd had been primed for these pop and rock hits by DJ .PeeWee’s opener, rapidly-rising R’n’B artist and heir to Yasiin Bey, Laila!, also known as “baby genius”. She got bodies moving as she DJed a blend of sophisticated electronic dance beats with R&B grooves.

But the guests of the JBL Sound Bodega didn’t just get to experience the future of music. They got to experience the future of sound — with a first look at the much-anticipated JBL Flip 7 and Charge 6 portable speakers.

These cutting-edge next-gen portables — which decorated every wall of the Sound Bodega — boast JBL’s ground-breaking AI Sound Boost technology, delivering powerful, distortion-free audio. Built for adventure, they are waterproof, dustproof, drop-proof for up to 1-meter above a concrete floor, and offer extended playtime — up to 28 hours for the Charge 6 and up to 16 hours for the Flip 7 with Playtime Boost.

Inside the Sound Bodega, audiophiles had the chance to win the new speakers (available only for pre-order) by playing interactive games. Fans also won tickets to Rolling Stone’s Future of Music showcase each night and a treasure trove of bodega-relevant items and limited-edition co-branded products. An arcade-style claw machine, stuffed with more speakers, was a crowd favorite and rewarded those with the magic touch.

Outside, JBL creatively showed off the customization capabilities of the JBL Flip 7 speakers as market-inspired produce stands were full of speakers custom-printed to look like fresh fruit. Live screen-printers were on-site making custom JBL x SXSW tote bags and Texas-favorite Whataburger brought burgers and grilled cheeses to feed the crowds as they moved their bodies to the soundwaves. 

Throughout the rest of the week, the Sound Bodega hosted a dynamic lineup of performances spanning genres and geographies. Mexican-born artist NSQK serenaded the crowd with his soulful crooning, delivering heartfelt performances of “Tarde o Temprano,” “UGH,” and “Nadie Más,” dedicated to his fiancée in the audience. The energy kept building with high-energy sets from Sunflower Bean, LP Giobbi, Grace Bowers, Confidence Man, Mon Rovîa, Sierra Spirit, Damaris Bojor, Jess Meilman, and Austin’s own Mobley.

As the official audio sponsor of SXSW, JBL brought immersive sound to every corner of Austin, including the University of Texas, Austin campus. Students got the opportunity to experience a JBL-hosted showcase with performances by local band West 22nd and a high-energy DJ set from XANDRA at Victory Lap. On March 11^th, JBL hosted a lively panel discussion that included industry leaders like XANDRA and top esports creator Cody “Clix” Conrad breaking down how creators show up more authentically in their partnerships with brands.

Self-expression is, after all, at the heart of the JBL brand — because music is tied closely to personal identity. With JBL’s new Flip 7 and Charge 6, music lovers can now take that music with them wherever they go — which means the party doesn’t have to end at SXSW.