As part of JBL and Headliner’s ongoing Emerging Headliner initiative to champion standout up-and-coming artists who are making waves in the industry, singer-songwriter and multi instrumentalist Bella Moulden was selected to perform at JBL Fest, which returned in 2022 for its biggest, most electrifying event yet.
Hosted by Bebe Rexha, the three-day festival-style experience breaks the mould for what one expects from a brand activation, bringing together a plethora of unique events at the intersection of music, gaming and sports.
Grammy Award winner and JBL ambassador Doja Cat headlined the festival with a performance at JBL Live!, featuring JBL’s newest global ambassador, The Kid LAROI, while platinum-selling DJ/producer Martin Garrix brought the festival to a close.
The goal of the ongoing Emerging Headliner initiative powered by JBL is to spotlight exciting new talent and to provide them with innovative opportunities to showcase their music at events including JBL Fest and NAMM, the latter which saw carefully selected artists headline the prominent JBL truck for a series of intimate performances – surrounded by the crème de la crème of the music and audio industries.
“The opportunity for an emerging artist to perform at JBL Fest is priceless; this year was the first time we were able to schedule an opening slot for our emerging artist program and it provided an experience that can’t be replicated for an artist anywhere else or with any other brand,” said Frank Joseph, senior director marketing north America, Professional Solutions, Harman International.
“The JBL and Headliner teams, along with Bella’s management worked tenaciously for several months on the details, timing and execution to create a unique and authentic activation for our guests. It was a thrill for us to see it come to fruition and we look forward to continuing the momentum.
“We hosted a global audience at JBL Fest including customers, end-users and influencers, therefore it provided an opportunity to be seen and heard by a highly engaged global audience in a controlled environment powered by JBL sound,” he furthered on the JBL Fest concept.
“We worked with Bella at NAMM earlier this year through our partnership with Headliner magazine, and we were all inspired by her music, professionalism and gratitude,” he enthused.
“Bella was the only emerging artist selected to perform at JBL Fest and that alone made her performance unique before she even stepped foot on stage. Once she was on stage, she did a fantastic job and the audience loved her!”
Joseph elaborated on the key reasons JBL is keen to support up and coming talent: “Emerging artists and producers are the fuel for industry growth and new music; they are showcasing interesting and innovative ways of creating and promoting their content at a global level from a local perspective. At Harman, we want to help create a path for artists and producers to develop their sound, experience the unimaginable, and be their best.
“Headliner has been a great partner,” he concluded. “The entire team has been a breath of fresh air for us as they think differently than most media partners. They have been instrumental in helping us bring some of our ideas to life, especially the Emerging Headliner concept.”
"With a household name such as JBL, the opportunity to collaborate and build profiles for new, emerging talents is a brilliant way to give these artists exposure to a larger audience," commented Rian Zoll-Khan, Headliner chief operating officer.
"Brand alignment at this level is a welcome addition for some of the biggest artists in the world, so for Bella Moulden, this was a huge credit to her work as an artist and a co-sign for where she is headed.
"Activations put together by Headliner and JBL for emerging talent provide the opportunity to showcase a wide variety of talent across multiple genres of music and with Bella, we found a new emerging talent who really stepped up and grasped this. Our Emerging Headliner programme is an initiative created for artists to showcase themselves not just musically, but also from an in-depth personal point of view where we delve into their own unique journey."
Moulden – whose fans include Juliette Lewis and Sharon Osbourne – was chosen by JBL and Headliner to support Bebe Rexha at JBL Fest, bringing along her iconic double neck guitar and loop pedal station that have seen her turn into a TikTok and Instagram sensation. The Self Care singer reflects on performing at JBL Fest, winning over the crowd, and on being recognised in public.