Instagram is a visual social network, but an audio company is looking to change that.
JBL, the official sound partner of the National Basketball Association, will debut 60-second audio series DraftWav on its @jbl_cast Instagram account just in time for the 2018 NBA Draft Thursday night.
DraftWav will feature projected top-10 picks Marvin Bagley III, Michael Porter Jr., Mo Bamba and Mikal Bridges, as well as Hot97 DJ Laura Stylez, former NBA player and current TNT analyst Kenny Smith and basketball trainer Chris Brickley.
Katie Raymond, senior manager, digital and social media, marketing at JBL parent Harman International, said mini-episodes will drop throughout NBA Draft day Thursday, and players will drop some exclusives on their social channels leading up to the event, featuring host Stylez.
Chris Epple, vice president of consumer marketing, Americas at Harman International ,said, “As platforms evolve, so does the consumer consumption of the content. In social, it’s about taking risks and building the best content—what is that hook and story that inherently brings out the brand, without it coming across inauthentic? We know that sports content has grown in popularity on Instagram, as well as the rise of podcasts and general audio consumption. DraftWav hits that sweet spot for us of bringing in both, along with being an audio brand in a short-form burst of content.”