JBL’s next influencer had to exemplify the Gen-Z mindset: they needed to be fluid, unfiltered, and—quite frankly—to not give a f***.

We debuted the JBL x Doja Cat partnership by throwing an intimate concert for her closest superfans at The Roxy in Los Angeles.

Over 600+ pieces of content were captured on-site, and the campaign alone grew JBL’s TikTok channel by over 22%.

We then gave Doja a blinged-out JBL Clip 4 speaker (designed by Disco Daddy) to wear as an accessory at the GRAMMY’s. She took to TikTok on her own, and the video received over 82 million social impressions.

The final component was her website, which we turned into a fully functioning, 16-Bit video game that audiences could interact with. Fans could check her upcoming tour dates, watch music videos, and buy JBL x Doja merchandise.