00:00:00: Hey there, my name's Usheen Lune and welcome to Audio Talks the podcast where innovation and inspiration meet.

00:00:07: And go on a road trip together with The Best Audio On The Planet!

00:00:10: Now today as part of our eighty year JBL anniversary celebration we are meeting TrueJBL BFF & We Are Celebrating JBL Long Running Partnership With Toyota.

00:00:22: now we're gonna talk about sound how it moves us, how it shapes our experiences and increasingly.

00:00:29: How influences power we travel!

00:00:32: And joining on this wonderful journey are Kyle Rochet the Global Marketing Director at Harman Automotive.

00:00:37: Hi Kyle, how you doing?

00:00:39: I'm doing great.

00:00:40: thanks for having me.

00:00:41: Joining as well is Jeff Triggy who's lead for JBL & Mark Levinson Automotive Brands

00:00:47: and

00:00:47: Speaker Products at Harmen Automotive.

00:00:50: Welcome Jeff

00:00:51: Thanks Ashin

00:00:52: Doing great.

00:00:52: Listen, I'm going to start with yourself Jeff because as we were talking about...I said to you before we kind of hit record on the podcast You are truly an OG!

00:01:00: You have been with Harmon for almost thirty years so you know a thing or two About Harmon and its history And specifically about the partnership With The JBL & Toyota brands.

00:01:12: Now i wonder could you take us back To the early days Of this partnership?

00:01:16: Talk A bit about what bought these Two worlds together Back in the day.

00:01:22: Holy smokes, you're gonna test my memory right off the bat here.

00:01:25: I think but it was actually started before I had just slightly Before I had joined Harman.

00:01:30: Toyota was looking as they were entering the US market.

00:01:33: They were there.

00:01:34: we're looking for some features functions different things that would appease to thee to the mass Market i guess in me and us market And then tracked us down at CES.

00:01:45: mr.. Murata from Japan had come over any track down Tom Metzger And they developed a friendship partnership and would actually was probably back in the early, early nineties I think at this stage.

00:02:03: They'd started off, launched our very first JBL system with Toyota back in nineteen ninety eight.

00:02:09: It was actually in Japan.

00:02:10: ironically they had started looking for it in North America but the First Vehicles launched in Japan In nineteen ninety-eight and then soon after that in ninety nine they had launched on the Solar Convertible The Camry and the Avalon in north america as where its started And since then has just been an incredible, incredible journey.

00:02:31: I had joined in ninety eight starting up but i guess in a sense we're just kind of getting into our first production vehicles and never look back.

00:02:37: it's been pretty amazing journey i think over the years that's

00:02:40: brilliant!

00:02:41: And you really kind of capturing this scene.

00:02:42: i'm just imagining what kind of mix tapes you're going to be listening too or CDs in the car there... But talk us a bit about why this in cabin space felt quite distinct and indeed important compared Other places where you'll see and hear JBL like concert stages, recording studios.

00:03:00: You know movie theaters.

00:03:01: talk to us a bit about this evolution of the in cabin space as somewhere that's very important to have pristine sound.

00:03:09: Yeah I think a lot of it started.

00:03:11: people had spent so much time in their cars.

00:03:13: um And wanting them to enjoy the time that they're in their vehicles There was a bit of an emotional connection with vehicles.

00:03:21: believe that music then strengthens the emotional connection you have with your vehicle, and obviously translates into We had put it in.

00:03:33: In the early days, branded audio was just getting started in-the market.

00:03:36: there were a few other OEMs that have partnerships with different brands some of them with Harman and some on their competition.

00:03:45: It's really fresh space which gave excitement into the brand.

00:03:52: With kind of alignment does the way Tota does things.

00:03:56: I mean, they set out to do whatever.

00:03:57: we're going to do that well and then go into it there gonna do a great end.

00:04:00: just trying work together figure how we could offer their customers kind of these best experiences.

00:04:05: from acoustics perspective looking back systems at restart with were very good sounded great time but you know looking back compared what we have now they are quite modest system.

00:04:16: if you would for my content perspective by they will get them in your bag was still doing.

00:04:22: A lot of sources were AMFM.

00:04:25: We had some cassettes and we may have launched our first systems before this first CD was put into the vehicle, so yeah a lot changes over there throughout the years.

00:04:35: but one thing that has remained consistent I think is just how Toyota and JBL always try to work together acoustic experiences in the vehicle for their customers.

00:04:46: It's been quite a journey, it's been fun!

00:04:48: Quite a journey.

00:04:49: indeed that's wonderful.

00:04:50: and isn't Kyle coming over to yourself now?

00:04:52: you have not been into Harman for close to thirty years yourself obviously very youthful but you have been there long enough to know about The kind of emphasis that Harman and JBL in particular put on the audio being really central To the driving and the in cabin experience.

00:05:09: can you talk us a bit?

00:05:10: About how JBL has been at the heart of this move from in-car audio, just being like a little feature and it's being a radio dial to something that's much more immersive.

00:05:20: And really is one of the big selling points.

00:05:23: when folks step up to consider a new car?

00:05:27: Yeah I mean... It was funny Jeff and I were speaking the other day.

00:05:31: he said ...I finally matured into the higher level because i've crossed the ten year mark so I'll take the credit where i can get it.

00:06:01: No, but... When you consider premium audio in cars, do know maybe it started because people were considering hey You don't commuting to my office and I need a place where i can just kind of zone out And get A bit Of peace while.

00:06:25: I'm driving and It's really evolved To a value feature that?

00:06:30: Once you have it is hard to go back.

00:06:34: And that's really what we're trying to achieve with JBL and you'll see it quite frankly in a lot of models.

00:06:42: You know, people are opting for higher grades because of the premium audio experience that you can get and then sound benefits.

00:06:49: That go well beyond just volume, you know?

00:06:52: The clarity that you got in this kind of Zen moment on your drive I really think is something once had it's hard to back.

00:07:01: so thats how i always like look at it.

00:07:04: That is

00:07:08: awesome.

00:07:08: You're taking me to a little moment of just driving Zen myself.

00:07:11: I know exactly what you mean and i'm sure A lot Of people watching And listening To us, no Exactly What?

00:07:15: You Mean as well but you spoke about the immense value and heritage of JBL.

00:07:20: there it was in The speaker stacks at Woodstock.

00:07:23: It's at the Oscars.

00:07:25: Is that the Grammys is At the biggest mega gigs on the planet?

00:07:28: But we're talking now About going inside the cabin of one of these beautiful new Toyotas.

00:07:32: is There a JBL sonic DNA actually in the Toyotas.

00:07:39: Absolutely, absolutely.

00:07:40: we um you know and one more recently too We've really tried to get back to our roots And identifying that sonic signature we call it That is aligned with the brand because we could ask this question a lot by customers By media.

00:07:58: You know what makes JBL unique versus other premium audio?

00:08:02: You know brands in the market And one of the things that we always essentially reference at a very high level is loud and clear,

00:08:15: For

00:08:16: us achieving that and making it sound like we believe JBL should sound, you know?

00:08:21: That perception that you get if your at the live venue.

00:08:23: That emotional connection that might have... We want those things to come through because selfishly as a marketing person.

00:08:30: I wanna be able use that is key selling feature when Toyota are working with them.

00:08:36: try create value add consumers may looking for.

00:08:39: so tell stories of experience had then play back in car.

00:08:45: Yes, I like it.

00:08:46: Yeah loud and clear.

00:08:47: here you're loud and cleared.

00:08:48: but coming over to yourself Jeff now You kind of mentioned that this was a very unique kind of partnership.

00:08:54: And also what i'm getting loud and Clear is the fact That JBL Is really This prestige Audio brand for Harman.

00:09:01: It IS A big deal in terms Of who you work with.

00:09:04: so jeff talked us a bit about What?

00:09:06: A truly collaborative Partnership between an auto maker and An audio Brand looks Like In Practice.

00:09:14: Yeah, it's quite special.

00:09:16: I think what we've developed over the years The early involvement It's not just putting speakers into a car and whatnot that we really work really closely With Toyota in the early design phases trying to figure out where the speakers go What kind of grills were going use?

00:09:33: The positions Where they're aiming And whatnot.

00:09:35: interesting part i think A lot Of times on my early days We'd work up front with the chief engineers and often we find ourselves sitting in a door frame.

00:09:49: It had the external shape, kind of sitting before window was there or interior trim but were really involved upfront.

00:09:58: I think it's something... A lot of other OEMs are doing it.

00:10:03: But way that worked with Toyota over years is quite unique And special because it was genuinely partnership from very early conception of the vehicle into rolling off the assembly line for the first time.

00:10:16: That's a great image of you sitting in Toyota as it was sort of being built around, you know?

00:10:21: The frame and sound system actually which is amazing!

00:10:24: So how do you think this deep genuine partnership actually changed the outcome in terms of having this pristine loud-and-clear JBL audio in the Toyotas?

00:10:35: what was different about this partnership?

00:10:38: so I think it started with just genuinely cared about things, about audio first and foremost but then about doing the right thing to represent it properly I guess in the market.

00:10:55: And i think when you combine those two forces in a sense that people will kind of go at end-of-the earth to make things happen.

00:11:05: It wasn't only in the design phases, I mean it extends into marketing aspects that Kyle's working on and across the entire company like i said worked with Toyota for their first twenty-five years at Harman and as you can say good enough good thing about them they've just been absolutely tremendous.

00:11:21: every aspect of our partnership has been top notch.

00:11:25: sometimes we get treated by people or allow people treat us.

00:11:32: We just had that magic connection over the years.

00:11:35: That somehow we both acknowledged and respected each other, And then through that developed some of the best sounding audio systems... ...that uh..we've been able to put under market together.

00:11:47: so it's-it has been pretty great!

00:12:02: maintain that momentum together to make sure things are always moving in the right direction.

00:12:08: Yeah, absolutely I mean we obviously... We've got some very robust roadmaps put together.

00:12:14: so working on vehicles now were thinking about what's coming next where the market is going how they want to represent their vehicle towards our customers?

00:12:26: How can help them.

00:12:27: and one of thing when i was leading our Toyota business back several years ago when Kyle was on my team, that our biggest goal or biggest target rather.

00:12:39: Was to figure out how we could help make Toyota successful.

00:12:42: and the more we were able to make Toyota's successful The more successful We would be.

00:12:46: And I think Tota is famous for a lot of their work That they do Is always around the end customer.

00:12:52: A lot Of Our conversations with Toyota They Were also about the End Customer.

00:12:56: Of course Toyotas are immediate customers.

00:12:59: But everything that we did and the market in mind.

00:13:04: And as we both kind of look forward, try to figure out where the markets going?

00:13:08: We don't have a crystal ball but if you do your best with information that we can then somehow together we've been able really combine our knowledge intelligence come up some pretty good products.

00:13:20: so it's part luck part skill, I think in that whole thing.

00:13:25: It seems like a strong case for making your own look right there.

00:13:28: but staying with yourself Jeff one more question?

00:13:30: Sure!

00:13:30: I love this image of you sitting at the car and obviously you're music lover or a lover great audio but also an engineer.

00:13:39: how important do you think it is for engineers to actually be listening to audio kind being right on where action happening?

00:13:51: Yeah, I think it's great and full disclosure.

00:13:54: If the guys had actually tuned the cars thought they'd rely on me for a second to tune them we wouldn't be where are with Toyota right now but obviously... It works!

00:14:04: They put smiles in my face Really amazing and hats off to the guys that actually do tuning in their vehicles.

00:14:12: It's type-sack obviously through many, many processes And whatnot.

00:14:16: The amount of work they go through In order make car sound good is quite it's quite amazing.

00:14:21: Its several sometimes weeks on end from a tuning perspective That there out whether its at the Toyota facility here or Japan Or one of plants around the world but what not?

00:14:32: But They did alot of work From that Perspective I think alot of engineering background.

00:14:37: Obviously, it fit well within Toyota as well.

00:14:40: They were all about solving problems and coming up with the why they're trying to do something?

00:14:45: And once we found that... Once we kind of aligned on that y or that goal that we had It was really quite easy but much easier To progress towards the end product when you've had alignment On fundamental Y in what we are doing things like this.

00:15:04: So Yeah, it's been great.

00:15:06: And so obviously the Five Ys if anyone knows anything about automotive and they fit well with us the way we approach them.

00:15:13: Why indeed?

00:15:13: I mean that you have all the five ys right there.

00:15:16: but listen Kyla'd love to come over to yourself for a moment now.

00:15:19: i love The Way That You Speak About Being In A Car and listening To Great Music and Great Audio in A Car creating a feeling and it's not just playing music, but it's about connecting with human emotions.

00:15:33: How do you define that emotional role of grating car audio?

00:15:37: I mean this is an interesting question because i think you could get a thousand different answers from a thousand people!

00:15:43: And that will steer my personal opinion... I think audio in the car is emotional Because of the memories that it brings to me.

00:15:57: It's almost interesting when you think about important parts of your life.

00:16:03: You remember songs so many times.

00:16:06: You know, your wedding Your first concert your high school graduation whatever it might be there are songs tied to those.

00:16:14: and So for me Those emotional connections almost bring you back to those periods of your live where you were the happiest or you were the most connected to people that care about, and so thats what makes audio in general particularly car because its such a unique setting where quite frankly your alone a lot when you're driving.

00:16:38: And so, you get that... You got those experiences and you can almost replay them in your mind!

00:16:44: So for me just the audio experience that you have as a whole- Just music has been so impactful on my life.

00:16:50: but listening experiences really can just change you for the better or Just improve your mood.

00:16:57: For the day, which sometimes is all we need.

00:16:59: So for me it's really just an emotional experience and that just brings back a lot of good memories And we want to replicate those two the as closely To what?

00:17:08: You had originally in The car because to me you know We talked about the win-win on the Toyota end the Harman side.

00:17:17: But there's very few things in life that are a win-win-win and the consumer ultimately is the one benefiting from it.

00:17:22: So I always like to say that they're very few losers In what we do, and we're very fortunate to be associated with.

00:17:29: I love that win-win-win indeed And you know You were just talking about how both Harman and Toyota have this amazing focus not Just on It's like the vehicle but actually the end user and it really comes down To the person who's going to be having this emotional experience in the car.

00:17:44: Do you think The in-car environment is perhaps even more personal than other listing environments.

00:17:52: There's something quite unique about it.

00:17:53: Yeah, I

00:17:54: mean the car well It's interesting because i feel like consumer audio products and cars have kind of gone hand in hand.

00:18:00: In some ways people look at them as a reflection on themselves And you think about how over here headphones have gone from something that a studio producer did to now having a certain brand and showing it is a reflection of what YOU want people to perceive yourself as.

00:18:15: And growing up with the father who loves cars, was always working on cars as kid.

00:18:20: I feel like its one those things where It just ties you to that product, and it's kind of a representation of what you are as a person.

00:18:28: And so the in-car experience—that listening experience I think is kinda tied back to the fact that your'e likely emotionally connected with whatever car its at.

00:18:40: It could easily be the first car that you've ever owned, and your proud of that car.

00:18:43: You worked hard to get it And so listening in that vehicle To me is kind of a reflection Of what this means as well.

00:18:51: So for me cars are just different than Just four wheels or an engine And it's always kind of been like that.

00:18:58: I was raised in a very unique situation, so It means lots to me.

00:19:01: but i'm sure A lot people can relate

00:19:03: One hundred percent.

00:19:04: and just remember one Of our previous guests on the podcast The international superstar DJ Carl Cox Was talking about That emotional rush he gets when He is listening To drum & bass for example In one his OG Ford Mustangs.

00:19:15: He has huge collection of cars and of course he mentioned One of the Harman Brands as being the sound system in there.

00:19:20: And it was Just So beautiful Kind of feeling that excitement.

00:19:24: How personal it was to him to have that experience with the Harman In-Car sound system.

00:19:28: But listen, we're obviously kind of in very modern car cockpits.

00:19:32: there's a number different uses as things like calls navigation music.

00:19:37: Obviously how do you think about this advanced technology balancing these different use cases seamlessly?

00:19:44: In The Modern Cockpit Of A Car?

00:19:46: My big thing about in car cabin experiences is sometimes the best things are doing incredible things that you don't even realize are happening.

00:19:56: And so, that seamless... You use the word seamless there when everything is working together.

00:20:02: it's personalized It's creating a safe cabin experience, its' creating great acoustic experiences, it creates visually appealing experiences.

00:20:12: All of those are working!

00:20:14: Your not having to consider what button I push or knob i turn You know, what power button I have to turn on.

00:20:20: and they're working too.

00:20:22: Your benefit.

00:20:23: ultimately that's the goal there working to improve your driving experience or life experiences.

00:20:28: then i think thats when it really clicks for me as a person because we haven't enough things in our minds anyway.

00:20:34: so if were asked do ten other thing.

00:20:37: The likelihood is this where gonna say can you just give me newspaper at cup of coffee?

00:20:41: And I want be by myself few minutes because technology should exist to make your life easier, in my opinion.

00:20:48: So take that for what it's worth.

00:20:50: Strong agree and Jeff?

00:20:52: What is your perspective?

00:20:54: Yeah I think the kind of going back a little bit to what Kyle was talking about earlier around the emotional connection and whatnot.

00:21:02: we don't really realize how much audio impacts us or is around us.

00:21:09: you know are our daily lives.

00:21:14: ten or fifteen years ago now, one of our JBL engineers who's actually based in the UK.

00:21:21: He was giving a guest lecture at a university and he was talking about the importance of sound And you know all these video technologies had come out and stuff like this, he was putting the argument forth that audio doesn't matter.

00:21:40: It's just the videos where the future is kind of thing.

00:21:44: Without missing a beat He looked at the kid and said okay This before Maverick could come out.

00:21:48: so it looks like if you think that go watch Top Gun on mute Tell me are you going to enjoy the movie as much without That?

00:22:00: The whole class snickered a little bit.

00:22:02: Yeah, okay.

00:22:04: I think you're right.

00:22:05: So that emotional connection plays in our daily lives and whatnot.

00:22:09: And then it brings into the vehicle.

00:22:12: A lot of stuff Kyle had just talked about.

00:22:15: It's around us so much We don't realize where it connects.

00:22:19: Another anecdotal story we talked earlier About working with chief engineers on early days Of vehicles Within Toyota.

00:22:25: these guys are top-of-the-food chain Responsible for entire vehicle.

00:22:30: They're pretty powerful figures within the business.

00:22:34: And on two separate occasions, we had brought them into the office... We'd listened to some music and talk about what they wanted do with their vehicle how they want it sound different things like that.

00:22:45: On two separate ocassions of chief engineers played some musics and started crying.

00:22:50: So whatever emotional connection was as Kyle mentioned before maybe your wedding or mother's favorite song so were in giving this demo kind of looking around at each other's like, got some tissues.

00:23:05: We didn't know what to do.

00:23:07: and then finally we're kinda like okay here you go!

00:23:09: And it was never to be folk of.

00:23:12: again thing outside that one intimate connection that we had in there but just shows the power music and how it impacts people lives and stuff like that...and were so fortunate into being a middle-of-it.

00:23:25: I think It is really spectacular when you think about

00:23:30: Relate to all of those things you know watching top gun the sound.

00:23:34: it's so important.

00:23:35: Obviously and yeah, I've been moved to tears on quite a few occasions by beautiful rendition of music Beautiful performance and that kind of pristine sound.

00:23:44: It just hits your somewhere in a way.

00:23:46: other thing is don't a deep universal language and I totally get that.

00:23:51: so i hope tissues were available at future playback sessions.

00:23:55: We have

00:23:56: them in the corner of the room now,

00:23:59: very good yeah we actually had this amazing guest who's kind of an historian for like film and movie theater sound called Bobette Buster.

00:24:08: she is just incredibly influential and brilliant screenwriter and screenwriter coach In the godfather films and how like audio actually tells a story in parallel with the visuals on its own, but it's kind of spine tingling moment just remembering that.

00:24:26: so we'll link to that as well.

00:24:27: And show notes.

00:24:28: you know coming back two folks can having this incredible first experience with JBL sound their move to tears and they see you know, this film and the way they've never seen it before.

00:24:39: Do you think that this is a kind of meaningful for folks to connect with JBL?

00:24:45: The JBL brand in the first instance through these partnerships with brands like Toyota?

00:24:50: Absolutely!

00:24:51: I remember... It was one of the first demo vehicles when i had moved Japan back then And.. ..I had a cassette at the time CD and it was a wonderful band from Ireland, Ashin.

00:25:07: So you could probably relate with who It Was.

00:25:08: I'd listen to it all the time And i had put it into this vehicle for The first Time and I heard things that Had never Heard before because I had Never Really Listened To.

00:25:19: music on A high Fidelity type of System Is Always in Your Dorm or Whatever.

00:25:25: the Case was In your Walkman at the Time.

00:25:29: it was quite amazing.

00:25:30: It, there's a brand new experience for me because I had like heard things that i'd never ever heard before and...and..I think alot of times if people really experienced good quality audio- I don't think this is the first one And The only One That I Think the First Taste Of It Is Often In Their Vehicle.

00:25:45: Its A Check The Box When You Purchase Your Vehicle Then When You Start To Experience It Oh My Goodness This Is Great!

00:25:54: other parts of their live where they start to buy maybe a little bit higher grade headphone or they started looking for better quality sound in there homes, but it's definitely been from that perspective.

00:26:05: It has really helped us get the message out Music is and whatnot.

00:26:12: And I think Kyle could probably talk a little bit to the next one here that what we're seeing now even within the audio industry, many years as we start went for convenience around portable devices and whatnot... We are seeing now the resurgence over the last four or five years with desire of higher quality sound whether it's lossless audio and whatnot.

00:26:31: And Kyle, you can probably speak to how your seeing this maybe from a market perspective?

00:26:37: How it's impacting consumers around the world?

00:26:40: You struck an interesting point that I've not necessarily thought about specifically but when think of almost like a spatial sound experience That might be one-off if only places where people get true spatial sound experiences in their own personal item that they own outside, maybe a movie theater or concert.

00:27:03: You know?

00:27:03: And it is kind of that gateway drug so to speak where you hear and your like.

00:27:08: wow I could have this in my home!

00:27:10: I can have this...and its more than what you can attain on the headphone.

00:27:15: There are technical reasons why we go into that..I mean i didn't touch at earlier because wanted make about JBL but Jeff's absolutely right.

00:27:22: The growth content that's available to anybody.

00:27:29: And now with almost all major streaming partners offering a lossless option, you know back... You know even when I started at Harmon there was a love-hate relationship with streaming and Bluetooth because it was hey!

00:27:43: It's gonna sound great.

00:27:44: we know you want listen your favorite band but Maybe you connect it with a USB.

00:27:49: Maybe do this, maybe debt.

00:27:50: we all realize that convenience was probably gonna play first and foremost in how they're listening to their audio.

00:27:57: but now You can...you have embedded Audio applications in your head unit so there's not even a connection there.

00:28:04: or you have tethered options Or you have high-resolution Bluetooth codecs or you Have lossless audio.

00:28:11: And As we go through this, I always kind of say one of the coolest things that I find.

00:28:16: This is kind of an engineering point but i find this regardless a customer.

00:28:21: engineers love to tinker.

00:28:24: and The coolest thing about audio?

00:28:26: Is I always use this analogy when I'm talking anybody?

00:28:28: it's bridge.

00:28:30: And so you're right.

00:28:31: That content that you can get, if your streaming it lossless You need to make sure the connection is as strong possible.

00:28:37: The amplifier's high quality The speaker placement and speaker qualities are good as well.

00:28:43: All of this plays into a sound experience Now creates value increases when listening at any moment in time But also makes audio better.

00:28:56: Tinkering element constant pursuit of perfection.

00:28:59: I think is why so many engineers love to work with us on their audio in their vehicles because they're like, well what if we did this?

00:29:09: What If We Did This!

00:29:10: And you can always get just a little bit better and the... You know it's like the difference between a Casio and Rolex.

00:29:15: They are both watches But it's those small differences that make the biggest difference and ultimately reflect what the brand in the quality is.

00:29:24: So I kind of like to say, JBL has tried to accomplish this same thing from an audio perspective particularly on a car because thats where i pay most my attention daily basis.

00:29:33: but hopefully that addresses kinda your thing Jeff.

00:29:37: Yeah, no absolutely.

00:29:37: And I think the other thing to kind of piggyback off that just a little bit is that vehicles are actually tuned so a lot times at home or whatever The cases your speakers maybe aren't in their best position Or they're right position.

00:29:48: our engineers spend so much time on the car trying to make it sound Right?

00:29:52: So once we get the speaker's package and located what now We spent a lot of time try to make its sound right putting high quality parts in the car, it's really trying to put them in the right locations and then making them sound good.

00:30:04: So with that I think the car really brings out the best experiences we have for people.

00:30:09: We know where you sit so there is not a whole lot of moving around within vehicles.

00:30:15: It makes it better chance to get good sound while your are on

00:30:21: the car.

00:30:22: Phenomenal!

00:30:22: That was just wonderful.

00:30:23: You're painting very vivid picture of high quality sound inside cars, why it is a big deal emotionally and personally.

00:30:33: And you've really kind of taken us under the hood excuse upon actually delivering this in cabin!

00:30:39: Why the in-cabin experience can be so much more detailed and nuanced?

00:30:45: You have an army of engineers tinkering away as we say just to make sure that's the best possible experience.

00:30:52: Jeff, I'm gonna put this question to you because i suspect that you have an overview of it.

00:30:56: Because if your tenure and expertise as much is anything but talk to us a bit about how this actually scales.

00:31:03: so you're talking about engineers designing these meticulous in cabin experience or everything especially kind laid out its immersive next generation regenerating this for different cabin sizes, different geographies.

00:31:20: Different vehicles with different

00:31:21: engines.".

00:31:22: You know that sounds like a lot of work to me.

00:31:24: anyway talk us about how you actually go about scaling this audio excellence maybe with the partner like Toyota?

00:31:31: Yeah it's not easy right?

00:31:34: so as you laid out there especially if a lot growth.

00:31:39: in your early years we were mainly focused on just North American markets had few key people taking care of a lot of different things.

00:31:46: But as we started to expand throughout the region and then expand globally, it was a challenge.

00:31:53: I mean... We do concurrent development on vehicles that are being made in Japan they're being made Europe North America Southeast Asia all China All these different markets.

00:32:01: so trying to keep the teams coordinated and whatnot is a challenge.

00:32:05: We are fortunate that I think we have, uh-that core group of people like myself.

00:32:09: it's been-I've been at Harmon now for twenty eight years.

00:32:11: Kyle has been over a decade as he mentioned there earlier And we got a lot of People on The business right Now That Have Been around For A long time Which Is not Maybe Necessarily As Normal If You Would Within The Automotive Industry There.

00:32:24: Sometimes There' s a Lot Of-There'S A Lot Of Churns And As New People Come In We Really Go Back To First principles, I think on some cases where we start with the why what were trying to do and how we're.

00:32:35: Trying too as I mentioned earlier make our customer Toyota more successful and then educating them once they understand that why?

00:32:41: Then the tactics or the tactical work of trying to retune a vehicle or whatever the case is.

00:32:47: that will train them on.

00:32:48: it will educate him whatnot becomes a little bit easier to understand.

00:32:52: so as we bring up teams It's been.

00:32:55: it's been challenging, but has been really good when we hire people I know at one point.

00:32:59: I had gone over and I'd opened up our office in Brussels Over in TME And i was just so lucky that We found Just some incredible People That the majority of them are still there today.

00:33:08: But they came In Had a shared vision?

00:33:11: We had A shared Minds a common mindset and It just somehow it resonated.

00:33:16: and then once that kind Of took root After I had left The new people more New people had to come in and They had passed on the mindset and way of working to future generations.

00:33:27: So I think a lot right now, audio when you look at it is something fun continues out.

00:33:40: Now, we're not perfect.

00:33:41: We've made a lot of mistakes over the years and whatnot.

00:33:43: But you learn from them You try not to repeat them And you just keep pushing forward?

00:33:48: The other part of that too as well Toad has been.

00:33:50: so I think back to the early years...I mean..we didn't know what we did.

00:33:54: no when we started it was Embarrassingly!

00:33:57: We knew very little at their very very early years.

00:33:59: but Toad It Was Just Absolutely Amazing.

00:34:02: Took Us Under Their Wing explained us The fundamentals, you know here's a car door not quite that simple but really the fundamentals of making the automotive industry and building a vehicle with them.

00:34:13: And as you learn from them right then your able to kind of pass it on new people in what not they've just said many times.

00:34:20: I'll continue say if there has been such an amazing partner throughout these years its couldn't be this successful without them so great

00:34:28: I love it.

00:34:29: So, there's that kind of overlap between engineering expertise and empathy as well.

00:34:33: where you know... It is very much about the people.

00:34:35: i know its a cliche but.. Its great to see actually realize in this actual impractice ..it IS all about these expertise ...the people.

00:34:43: You just kinda mentioned something thats very resonant with me because I've interacted with folks from Harman for a very long time And it so common to meet peopl who have been here ten twenty thirty Forty plus years, you know this is a company where people love audio and they stay somewhere.

00:34:57: They can really make a difference.

00:34:59: but you know Kyle I'd love to come back yourself because you spoke about these empathetic moments.

00:35:04: You know these moments of emotion?

00:35:06: These moments that are very meaningful personally...you're talking about Moments that aren't planned so late-night drives commutes family moments etc.

00:35:16: Can you talk a bit about how Harman kind of designs technology that is so adaptable in these different scenarios.

00:35:25: Yeah,

00:35:25: I mean this is more of a high arching product perspective but like our project is designed to be there with you no matter where you go.

00:35:33: and i think thats reflected on the fact that JBL if you think about competitors in the market JBL such a broad brand Harman Automotive has alot brands That can probably touch all those areas of life that JBL can.

00:35:53: You know, the studio The concert The movie theater The home The car And the list goes on and on.

00:35:59: So really wherever audio is JBL IS!

00:36:03: And um... I think thats kind of at the core of our DNA And thats where the brand has seen growth.

00:36:09: If you look back ten fifteen years The JBL Brand grew So dramatically, because a portable Bluetooth speakers.

00:36:18: But what's the value behind a portable bluetooth speaker?

00:36:21: It's the ability to bring your music with you no matter where you go hiking The beach camping sporting event whatever it is and so I think that overarching perspective of What the brand stands for really resonates in the product And how we design it and what were trying To do when they're trying to be there No matter Where You are.

00:36:41: So for me, that's what JBL really stands for.

00:36:44: And that's why it makes JBL so unique when you compare to anybody else.

00:36:47: Kyle That was really interesting and you mentioned JBL portables which everybody knows JBL headphones or JBL Bluetooth speakers.

00:36:56: A lot of people are familiar with JBL from live gigs From concerts etc.

00:37:01: Especially in car audio these days through partnerships like with Toyota.

00:37:05: But I know JBL is also really pushing the envelope in terms of really high end audio.

00:37:11: Talk to us about what's happening in twenty, twenty six and eighty year old JBL brand.

00:37:16: Is making something wonderful happen?

00:37:18: No I mean you hit the nail on the head.

00:37:20: The fact that a technology brand as whole was eight years is impressive To say the least And the brand is broad like I said.

00:37:27: But i think one thing That always holds true for JBL As we continue push limits In product capability.

00:37:35: You know, you go back and look at products like the Everest or K-II's and now the Summit Series.

00:37:42: those speakers are for most people unattainable not because they're expensive but they have technology that has gone into them that is tens of thousands.

00:37:59: I was fortunate to start my career at Harmon actually with the luxury audio team.

00:38:03: So, i have an intimate connection To what those products are and What they mean for our brand?

00:38:09: And you know simple things like The horn tweeter.

00:38:13: there's a reason why we put that in every single one of Our Toyota applications is because We've taken inspiration from Those high-end JBL speakers and That horn which Is iconic With how you know, sound is replicated for loudspeakers on JBL and we've input that in the vehicle.

00:38:31: In most cases in the A-pillar so it's at an ideal listening height... So then we can try to achieve what we have been able to achieve with speakers like that Summit Series!

00:38:40: For us.. We're going continue push the envelope of what would expect a speaker be capable?

00:38:46: That really illustrates the immense brand continuity and heritage from JBL.

00:38:51: You are not just buying JBL now, you're buying eighty years of experience and hundreds of thousands work hours in expertise that go into each JBL experience no matter what the context.

00:39:01: And those summit speakers are utterly mouthwatering!

00:39:04: One other thing as well Kyle I think maybe worth noting is some of the longevity of our products.

00:39:11: here in Japan The Paragons had come out in the nineteen sixties or seventies.

00:39:16: There's a whole culture where people refurbishing them, and they've created these cafes or bars where people will actually come in.

00:39:24: They'd bring their own vinyl... And there's music that would just listen to.

00:39:28: the JBL sound coming out of these speakers In different parts Japan.

00:39:33: The old studio monitors as well.

00:39:35: We got special services.

00:39:37: we'll recone after years products and stuff that we have, they'll have a longevity to them as well which is quite special.

00:39:46: They almost become an investment as much as a hobby for the outside.

00:39:50: Japan has placed it high on my bucket list I have to say.

00:39:53: And where are actually going be doing a special episode of The Audio Talks Podcast Which will dedicated through the culture of jazz kisser and listening cafes in Japan?

00:40:02: In Tokyo We're speaking with some folks who were very involved so i'd absolutely love.

00:40:08: reference is like high quality, it's kind of timeless.

00:40:12: And these bars are keeping that timeless JBLs rich deep-quality alive And like you say, it speaks to the longevity of the products which is very unique in the business.

00:40:23: I really love that.

00:40:24: thank you for taking us to Tokyo.

00:40:27: a few seconds there!

00:40:27: That's brilliant.

00:40:28: but listen i would like to move this along and let's invite you get out your crystal balls as we look at future of Incar Audio on Kyle.

00:40:38: There are lots predictions around what will change about motoring, you know we've got self-driving cars.

00:40:44: We've got connected cars with very different interiors to what we think of the car experience today.

00:40:51: how do you think that might change the role of sound in these cars or future?

00:40:56: Well

00:40:57: I think uh...we spoke a little bit today.

00:40:59: You know..sound is everywhere.

00:41:02: A lot times even realize it's there which is a blessing and a curse.

00:41:06: It constantly around what your doing.

00:41:09: If you asked me and I had a crystal ball, i would say as the driving experience evolves.

00:41:15: And the vehicle becomes less about The driving signature...the steering..the handling....the acceleration it becomes more About what can YOU utilize that space for?

00:41:29: What Can That Space Be For

00:41:30: You??

00:41:30: And the flexibility of what that space might offer!

00:41:34: You know going back to what I just mentioned audio is everywhere, but also it can be something.

00:41:41: It can be that extension of your office.

00:41:43: They could be the extension Of you're living room?

00:41:44: It can beat an extension of Your own personal space and how you want it to be.

00:41:48: And i think y'know as the harm in samsung umbrella Y'know really encompasses What's That Is for a lot of people with their homes and then there are offices.

00:41:58: uh...I Think The Reflection of That In The car Is Something That I would Expect To Happen because I don't know about you, but i would much rather be... You know, if I had the opportunity to be watching Top Gun Maverick To pull out something that we mentioned earlier.

00:42:13: i'd much rather Be watching That on a good audio system in my car If I had The capability.

00:42:17: so for me?

00:42:18: I think it just continues to elevate the importance of It as other things maybe become more standardized or More automatic and guess if you want to use that word In terms Of autonomous driving.

00:42:30: So that's kind of My perspective.

00:42:32: And where sound might evolve As is the car into the mobility industry changes

00:42:37: popcorn for the win every time.

00:42:38: And I love the idea that in-car entertainment could be as immersive and relaxing, maybe an inflight entertainment system but with a sound system of miniature cinema around you making it completely immersive.

00:42:50: That's great vision to future.

00:42:52: Now moving over to your good self Jeff Time for you take out your crystal ball.

00:42:56: talk about what do think is most exciting thing about the future.

00:43:02: it may not be limited to just music, in the sense that we want to try and help our partners make everything that touches their customers' ears.

00:43:10: And then the experiences around them are more

00:43:12: enjoyable.".

00:43:12: We've gotten into a good place with playing back music but how do you bring families together within your car?

00:43:19: Whether its vehicle communication or if they're trying to allow... You also have individual spaces maybe inside of vehicles so allowing each customer listen to things on their own, but still be brought together in an inclusive manner through maybe like any intercom type of system or whatnot.

00:43:38: But I really think that we're especially with the processing powers.

00:43:42: it starts to increase within the vehicle...I think the sky's a limit right now for what we're going see from an audio perspective coming up!

00:43:49: i don't have that crystal ball unfortunately..but we do have a lot of good ideas and hopefully will be able to continue work.

00:44:00: Fantastic.

00:44:01: Okay, and final question before a very important final question which is if our viewers and listeners were to take away one really important thing about the power of in-car audio what it can do?

00:44:14: What would that be?

00:44:16: start with yourself Kyle

00:44:18: I think for me just Really truly understanding that It's not just a badge.

00:44:25: You know it is an improved product.

00:44:28: You are, and I personally believe you're getting what you pay for.

00:44:32: And...you could put your faith in the fact that two really strong companies who care deeply about what they do Are trying to create true value For you as a consumer rather than slapping A pretty label on product telling me it's an upcharge.

00:44:50: So i mean..i truly believe premium car audio is worth The value of paying for it.

00:44:55: I love it!

00:44:56: Okay Jeff whats here?

00:44:58: Yeah, I don't know that.

00:44:59: I could say it any better than what Kyle had just said but i think It comes down to the emotional connection and we often joke That a car audio system branded audio system in your vehicle is.

00:45:12: It's infinitely adjustable.

00:45:14: In a sense you put your own music in What makes you happy or make You reflect?

00:45:19: Or whatever The case Is that its really.

00:45:22: Every customer is going To have A different experience within the Vehicle And I think that experience then helps create emotional attachment within the vehicle.

00:45:34: So, it's really going to be around that experience you have in your car and relationship with music.

00:45:41: That just absolutely nailed us!

00:45:43: You've kind of hinted at reasons throughout this podcast recording why... Music producers still refer to the car test as kind of the ultimate test of a track.

00:45:53: A million years ago, I was in a band very like the nineties before the Harmon and Toyota partnership should we say?

00:46:00: And he worked with this wonderful music producer in New York and He absolutely it's like nothing would leave the studio unless you listen to it In his car on is amazing sound system and it sounded great there.

00:46:11: That was like the ultimate tests.

00:46:13: but my friends My final question to both of you is If you were to choose a track that you want us listen on one of these gorgeous JBL sound systems in the new Toyota, what would your track be?

00:46:25: And we'll start with yourself Kyle.

00:46:27: Interesting question!

00:46:28: I think i'm gonna mention it because they've talked alot about experiences today... ...I have tickets for the Disclosure Concert here..in few weeks and so I was listening to.... A song that like its disclosure is called Nocturnal.

00:46:43: It has a really cool spatial element to it.

00:46:45: But for me, I mentioned it not because its song that probably is overwhelming for many people but because i'm excited to see them live and appreciate their music.

00:46:55: so For Me again tied back with the live experience.

00:46:58: So for me this would be something I'd hop in my car and listen today

00:47:02: Outstanding!

00:47:04: Jeff what's your choice?

00:47:06: Thats'a good question something from, as a good Canadian at something from the tragically hip.

00:47:13: They were Canada's band many-many years or lead singer died of cancer probably ten... ten years ago or so and Probably one third of the country had tuned in just before it passed away.

00:47:24: they put on a final concert And was televised to The National on CBC On The national TV and It really Was kind Of the soundtrack of the nation?

00:47:32: I think i would probably this everything going on around the world right now probably put something in there and reminisce a little bit about the good old days.

00:47:41: We had what we're growing

00:47:42: up.".

00:47:43: I love it, that's a fantastic reference from Water Band my goodness!

00:47:46: And that was a real kind of sad moment.

00:47:49: so...we are going to be adding both those tracks to the VIP Audio Talks title playlist..and all our VIP guests from Carl Cox to Aaron Raman have added tracks a track myself and that is kind of sticking with the theme of the program.

00:48:03: I'm going to choose Roadrunner by Jonathan Richmond, And The Modern Lovers which is great music to drive too!

00:48:08: Okay?

00:48:09: This brings us to the end of today's journey.

00:48:11: A big thank you our two wonderful guests Kyle Rochet & Jeff Triggy for taking us inside the evolution of JBL and Toyota in giving us glimpse into what the future of mobility might look like For more exclusive content, some behind-the-scenes goodies and maybe even some competitions.

00:48:30: try to find us over on the Instagram.

00:48:31: We're actually very easy to find it's at Audio Talks podcast so I do hope to see you there like follow subscribe all of the good stuff.

00:48:39: my name is Usheenlunni And i'll be back again soon for some more adventurous audio talks!