A new wave of sound

@grace__bowers

Discover the rising artists from JBL’s SXSW lineup

JBL is vibing with a new generation of artists

We're here to amplify their sound and help share what drives them. From the way they work to the voices and experiences that shape their sound, we’re digging into what sparks their creativity and why they’re Made to Be Heard. At SXSW 2025, we turned up the volume across Austin with a series of sound-fueled moments that celebrated the future of music and the artists shaping it, all while celebrating the launch of the JBL Flip 7 and Charge 6.

@mobleywho

big moments at the jbl Sound bodega

We brought the good vibes at the JBL Sound Bodega—our pop-up concert-meets-bodega—where artists like LP Giobbi, Damaris Bojor, and Sunflower Bean lit up the stage with unforgettable sound. The JBL Music Academy’s own Jess Meilman performed a set full of rich vocals and soulful energy—it was a vibe from start to finish.

All for the love of music

No flashy setups. No over-the-top productions. Just a mic, a custom JBL speaker, and the artists—sharing raw, powerful sound and the stories behind it. Talent like that speaks for itself.

this sound speaks volumes

Tulsa’s Sierra Spirit, a proud member of the Otoe-Missouria and Keetoowah Cherokee tribes, delivered introspective, guitar-driven indie rock infused with Native storytelling traditions.

Eighteen-year-old guitar phenom Grace Bowers brought the heat with her high-voltage mix of blues, funk, and soul—living up to the “prodigy” rep with every riff.

Mon Rovîa introduced his signature “Afro-Appalachian” sound—a blend of indie folk and African rhythms rooted in healing and transformation.

And Austin’s own Mobley closed out with a DJ set layered with rock, R&B, electronic textures, and infectious beats.