The Midtime Stage by JBL took everything from 2022 and turned it up several notches.
Together with JBL, we transformed AiaSound’s electronic stage into an 800 m², fully covered 360° arena.
An open-air boiler room meets pyramid experience, built as a living JBL universe in the heart of the festival grounds.

Under the skyliner cover, more than 22 JBL Partybox 710s were rigged into the truss and paired with subs hidden beneath the stage floor, so the sound didn’t just surround the crowd - it moved through them. Across three days, over 20 artists performed back-to-back, turning the Midtime Stage into the natural gathering point between main stage acts and a live music experience every guest had to pass through.

The result? The Midtime Stage by JBL became the most mentioned brand experience in AiaSound’s post-festival surveys - and JBL landed as #1 top-of-mind brand among festivalgoers.

To fuel the platform beyond the festival site, we built a digital lead-up together with JBL: “Mixtape Fridays” - a weekly SoMe story concept spotlighting fresh tracks and upcoming artists on AiaSound’s and influencers’ channels in the four months before the festival. In total, the series generated 1.4 million views, building excitement for both the stage and the brand long before the first beat dropped.