Lausanne, November 30, 2018– Fresh from the launch of their latest industry-defining portable speaker, MEGABOOM 3, Ultimate Ears today announced a new European partnership and promotional campaign with Grammy and BRIT nominated UK artist and producer Jax Jones.
The partnership pairs Jax with British comedian Thomas Gray, star of BBC’s Ladventures, to highlight MEGABOOM 3’s incomparable shockproof and waterproof nature – and its power to get the party started. In a 3-part series of short video skits, Jax and Thomas engage in a string of comic mishaps and misadventures, pulling the curtain back on life backstage for one of the world’s biggest DJs.
As the number one in British dance exports and one of the world’s most sought-after producers, Jax Jones is coming off a stellar 2018, culminating in the release of his new single with Years & Years, “Play”. With more than 2.5 billion streams of his music – including multi-platinum singles “You Don’t Know Me (feat. Raye)”, “Instruction (feat. Demi Lovato and Stefflon Don)”, “Breathe” and brand new single “Play (with Years & Years)” – and over 15 million singles sold, Jax Jones has achieved what most artists can only dream of.
“Music is in the very DNA of Ultimate Ears and we found the perfect creative partner in Jax Jones thanks to his eccentric and colourful personality,” said Johann Evanno, Head of Marketing at Ultimate Ears. “Jax has a drive for living life to the fullest, and as we take pride in all our fans who #LiveUltimate, the collaboration echoes everything we stand for as a brand”.
The work with Jax forms part of a wider collaboration between Ultimate Ears and Universal Music Group & Brands (UMGB), who earlier this year, entered into an innovative media partnership to reach a hyper-engaged, music-loving global audience. Joining forces, the companies will combine the production of unique artist specific content with a traditional media buying partnership alongside UMGB’s sister company, Havas Media.
Adrien Garrault, Director, Universal Music Group & Brands, Switzerland said: “Creativity and an appetite to leverage Ultimate Ears sound innovation, against the inventiveness of our labels and sheer talent of our artists, really drives this partnership. We are eager to reveal the extent of this imaginative campaign and to share Jax’s hilarious comedy series”.
The partnership between Ultimate Ears and Jax Jones was arranged by Universal Music’s in-house brand partnership specialists, UMGB. Media buying and amplification for the campaign will be carried out by Universal Music UK’s in-house media buying agency, Fused, and fellow Vivendi family member Havas Media.