Harman International Industries has teamed up with British rock legend, Sir Paul McCartney, for JBL’s ongoing ‘Hear the Truth’ campaign, a multiyear strategy showcasing an evolving roster of some of the world’s top musicians who want their fans to listen to music as it was intended.

The former Beatles member will star in the leading company’s branding campaign. McCartney is the latest addition to the long list of internationally renowned artists like Maroon 5 and Grammy award winner A R Rahman.

In the last 4 months, the campaign has helped drive in a 40 per cent increase in sales for the Middle East region, according to Harman Middle East.

McCartney, who has confessed to being a life-long user of JBL equipment in the music studio, on tour, and at home, starred in a special television spot that was showcased during this year’s edition of the Grammy Awards.

The TV spot is being followed up with an extensive print and online campaign.

JBL has also signed on as one of the sponsors for McCartney’s upcoming summer tour. The new ad will throw the spotlight on McCartney’s latest single, ‘My Valentine,’ which is taken from his latest album, ‘Kisses on the bottom.’

The commercial brings 'My Valentine' to life and JBL’s role in helping listeners to hear the beauty and nuance of the music.

The latest 'Hear the Truth' ad was shot in London and was directed by Martin Campbell, who is best known for his work on the James Bond thriller 'Casino Royale.' Campbell also directed the 'Beautiful Sound' spot with Jennifer Lopez for Harman Kardon.

“Music fans should not settle for good enough when it comes to listening to their favourite artists. They should not have to sacrifice the quality of the music for the sake of convenience that comes with digital music,” said Dinesh C Paliwal, chairman, president and CEO of Harman.

“The JBL ‘Hear the truth’ campaign is about acoustic quality and features artists who want their fans to listen to music as it was intended to be heard. Sir Paul McCartney is the ideal representation of why great music has lasting impact and the importance of high-quality sound reproduction. JBL is held in high esteem worldwide by musicians and our goal is to faithfully recreate their music through JBL products,” Paliwal said.

“JBL is synonymous with great sound and has consistently met the standards for my music,” said Sir Paul McCartney. “I’ve used JBL’s professional equipment throughout my career as a recording artist and as a touring musician. I want my fans to ‘Hear the truth’ and that’s what JBL delivers.”

Meanwhile, Harman Middle East has shared confidence in meeting its set target revenue of $300 million for 2012. The ‘Hear the truth’ campaign, as pointed out by the company’s senior executives, has helped consolidate Harman Middle East’s leadership in the region, positioning itself as a highly preferred brand by consumers today.

“Sir Paul McCartney’s endorsement is a fitting testament to both the Harman and JBL legacy, further extolling on the quality and trust afforded by our users over the years. Our success is owed to the strategic investments we have made and the use of the right channels in the Middle East,” said Amit Malani, president, Harman ME.
 
The JBL heritage reaches back more than 65 years, as founder James B Lansing developed the first sound system designed specifically for installation in movie theatres. It is the only audio brand to have been recognised by the Academy of Motion Picture Arts and Sciences for contributions to the film industry.

JBL was an innovator for ground-breaking music festivals, with its speakers being used at Woodstock in 1969, and today its sound systems are fixtures in top concert and performance venues around the world. – TradeArabia News Service