JBL, the iconic audio brand known around the world, headed to Austin for the annual SXSW festival to open the doors to the JBL LIVEbrary, which took over 3TEN at Austin City Limits Live for three days. And unlike other such institutions, this countercultural library invited fans to turn silence into sound.
The performances kicked off on Thursday, March 13 with explosive live DJ sets from Chasyn and Steve Aoki. Aoki’s set took a sweet turn when in-the-know fans held up signs that said, “cake me” and the DJ began to throw sheet cake into the crowd during his song “Cake Face.”
Friday was less about the pastry and all about the party. Artists LP Giobbi, Kunle B, SOUKHYA, Susannah Joffee and Taz kept the crowd buzzing all day. The three-day event closed out with an exciting Saturday lineup of KCH, Calena, Gaddi, Lindsay Ell, Sofia and The Antoinettes and Bonnie X Clyde.
TAZ at JBL LIVEbrary held at 3TEN at Austin City Limits Live on March 13, 2026 in Austin, Texas.
Decked out in JBL’s signature colors and some off-the-wall art pieces, the space also set the stage for the debut of two of the brand’s most exciting new products: JBL Live 780NC over-ear and JBL Live 680NC on-ear headphones. Throughout the space, JBL Live 780 NC over-ear headphones were on full display—whether adorning plaster busts placed throughout the room and beside the artists, emblazoned on the tote bags that each guest took home with them, or in listening stations where visitors could feel the sound for themselves.
Built for how you actually listen, the JBL 780 NC headphones wrap you in rich, immersive sound powered by JBL Spatial Sound and true Hi-Res audio, so every track feels deeper, clearer, and more alive. Six advanced microphones constantly tune out the noise around you, adjusting in real time to keep distractions out and your audio front and center. Finished with a refreshed over-ear design that is as comfortable as it is sharp, the 780 NC pairs sculpted earcups and a durable metal hinge with a clean, modern look that fits effortlessly into your everyday style.
JBL LIVEbrary held at 3TEN at Austin City Limits Live on March 14, 2026 in Austin, Texas.
But that wasn’t the only JBL product getting the star treatment. Another of the brand’s newest creations, JBL Soundgear Clips, also had their moment in the JBL LIVEbrary. These clip-on open-earbuds are made from soft, flexible and lightweight material which covers a flexible memory wire hook, making them easy to wear all day without a hint of discomfort. They’re also precisely engineered with the optimal clipping strength to stay comfortable and stable on your ear without pinching or feeling too loose. Plus, they have SonicArc design, for extra bass performance and privacy, so that the only person who can hear your music and calls is you. And because it doesn’t obstruct your ear canals, you’ll have full situational awareness of your surroundings..
JBL LIVEbrary held at 3TEN at Austin City Limits Live on March 14, 2026 in Austin, Texas.
To celebrate the product, JBL set up an ear charm station where visitors could work with artists to create dangling ear candy to pair with their Soundgear Clips.
It was a music-filled three days that reminded even the most seasoned SXSW attendee what makes the festival so magical: the opportunity to celebrate sound with performances from well-known and emerging acts in an intimate space filled with killer audio.
