JBL, the audio brand under Samsung Electronics’ subsidiary Harman, is expanding into the creator market by integrating on-device artificial intelligence (AI) technology into its speakers and microphones.
This innovative feature allows users to remove vocals from songs in real-time, enabling them to sing along without needing separate karaoke tracks. Users can also isolate guitar sounds, allowing them to incorporate their own guitar playing into the mix.
This technology empowers music enthusiasts to easily add their personal touch to performances. For individual music streamers, it promises significant savings in both preparation time and costs.
Limited Edition Speakers: The Return of Legendary Sound
On Thursday, Harman held a JBL product launch event in Seongsu-dong, Seoul, unveiling the limited-edition JBL L100 Classic 80 bookshelf loudspeaker to commemorate their 80th anniversary, alongside the JBL EasySing Microphone and JBL EasySing Microphone Mini. The L100 Classic 80 continues the legacy of the L100 series, one of the brand’s best-selling speakers since its 1970 debut at the Chicago Consumer Electronic Show (CES).
This product embodies exclusivity and craftsmanship, with only 800 pairs produced worldwide for collectors. Priced at 9.8 million KRW (approximately 6,370 USD), each unit features 80th-anniversary badges on the front and back, a uniquely numbered commemorative plaque, and the signature of senior system engineer Chris Hagen, enhancing its collectible value.
The design prioritizes musical authenticity over artificial embellishments. It showcases the iconic gridded Quadrex foam grill in brown, with a cabinet crafted from natural oak for a luxurious aesthetic.
Jung Woo-sung, Chief Executive Officer (CEO) of The Park, who conducted the listening event, noted that this speaker brings studio-quality sound into the home, capturing everything from The Hollies’ raw energy to Francine Sultine’s refined electronic tones and Lee So Ra’s delicate vocals. He added that it’s not for quiet, analytical listening, but for bringing the energy of a live performance into your room, creating the thrilling sensation of a singer commanding the space with their voice.
On-Device AI: Vocal and Instrument Isolation Capabilities
JBL also introduced AI-based equipment for creators and performers, including two EasySing microphones and the all-in-one BandBox, all featuring on-device AI technology.
The new EasySing microphone, priced at 299,000 KRW (about 194 USD), connects to speakers via a dongle and allows users to adjust original vocal levels by 25%, 50%, or 100% at the push of a button.
The compact EasySing Microphone Mini, optimized for outdoor filming like vlogs, retails for 199,000 KRW (around 129 USD) and attaches to clothing with a magnetic clip. A duo model with two microphones is available for 299,000 KRW (about 194 USD).
The BandBox comes in solo and trio models, designed for compact solo and ensemble performances. The trio model features a built-in four-channel mixer for multiple instruments and microphones, with a replaceable battery offering up to 10 hours of cordless operation outdoors.
Lim Sang-woo from Harman’s Lifestyle Division explained that the on-device AI technology operates without internet connectivity, allowing real-time vocal and instrument isolation. It focused on intuitive usability and high sound quality for the growing home entertainment and personal creator markets. He added that they’ve addressed the need for extensive equipment and improved upon the sound quality of existing smart guitars, offering customizable sound profiles modeled after legendary guitar amps and effects.
Expanding into Personal Broadcasting Equipment: Targeting the Creator Ecosystem
This product diversification strategy aims to extend JBL’s speaker market dominance into the microphone and personal broadcasting equipment sectors. Leveraging its sound system expertise showcased at major events like Tomorrowland and Coachella, JBL plans to foster an ecosystem for everyday creators.
In line with this vision, Harman introduced a new brand slogan: Made to Be Heard. This reflects the insight that people reveal their authentic selves when their voices resonate and are understood.
Choi Kyung-hoon, a Harman business development manager, emphasized that it’s not just facilitating cultural consumption; it’s actively supporting cultural creators and expressionists. It’s committed to providing opportunities for emerging creators to experiment and grow.
He concluded that beyond passive listening, it aims to help musicians and creators confidently share their passions with the world. The enduring core value is to support those shaping culture, especially in moments of creative inspiration.
