JBL: Who Believes In Angels? by Elton John & Brandi Carlile Album Release + Listening Party
JBL Store SoHo; New York City, NY
Challenge
How do you launch Elton John and Brandi Carlile’s new album Who Believes in Angels? in a way that feels bigger than just pressing play? You turn the JBL SoHo flagship into a full-blown altar of sound. For one weekend, the store wasn’t just a store—it was a shrine to vinyl, merch, and music fandom itself.
Approach
JBL, Interscope Records, and Trigger(House reimagined the space as an immersive Who Believes in Angels? pop-up. Thursday night kicked off with an invite-only listening party where 40 lucky guests got to drop the needle on the record before the rest of the world. The vibe? Vinyl spinning, cocktails flowing, limited-edition JBL collab products up for grabs, and even a surprise cameo from Brandi’s band. Friday and Saturday blew the doors open for the fans at large: a custom merch shop, a photo op that begged for sharing on social media, and a chance to test-drive JBL gear while soaking in Elton and Brandi’s new tracks.
Results
The exclusive party set the tone, and by the weekend the buzz was undeniable. Fans poured into the store, scooping up merch, cranking up speakers, and making the SoHo flagship feel like the epicenter of a cultural moment. Interscope rang up strong sales, JBL racked up new fans, and everyone walked away believing in angels—at least the musical kind.
