aaron Simon
Vp of global partnerships
Harman International
Harman, including its audio-component division, JBL, scored more than 100 partnerships in 2024 — among them, a collaboration with singer-songwriter Madison Beer for exclusive content made with the company’s headphones and other technology, and the second edition of the Martin Garrix & JBL Music Academy for emerging musicians. (Garrix is a brand ambassador.) JBL Fest, starring Beer, rapper-athlete Flau’jae Johnson and DJ duo Two Friends, played at New York venues, and Harman provided JBL’s newest-generation VTX A-Series loudspeakers for a complete upgrade of the sound system at Crypto.com Arena in Los Angeles. The latter project is part of an “ongoing partnership,” as Simon calls it, with promoter AEG, providing “professional audio experiences” to “align our iconic JBL brand with the world’s largest owner of sports teams and events.” Harman’s target audience, Simon adds, “enjoys a wide range of music genres,” which he can relate to, because “I have finally become a fan of K-pop in 2024.”