By Barry Janoff
November 21, 2016: Demi Lovato already hangs with a popular crowd that includes Nick Jonas and DNCE.
Now, the singer/actress is joining another high-profile crew that includes the likes of Stephen Curry, Damian Lillard and the NBA.
Lovato has signed a deal to become a global ambassador for JBL audio, a division of Harman, and will appear in multi-platform marketing. She also will participate in “select events and experiential campaigns for JBL in the coming months,” according to the company.
Financial terms were not disclosed.
JBL is the official headphone and audio partner for the NBA.
Harman and JBL spokespersons also include NBA players Curry (Golden State Warriors) and Lillard (Portland Trail Blazers); legendary musician, producer and humanitarian Quincy Jones; Indian composer and singer A.R. Rahman; international soccer star Jerome Boateng; and music group DNCE
JBL said that its ambassadors reflect the "brand's continued emphasis on forging unique and integrated partnerships that reach deeply into culture via music, sports and entertainment."
"Demi Lovato’s fearless commitment to inspiring people around the world through her bold music and passion for social causes reflects the bold spirit of JBL and the brand’s reputation for remarkable sound, making this an ideal match," Ralph Santana, CMO for Harman, said in a statement.
"We are thrilled to bring Demi’s creativity and talent to our growing roster of high-energy ambassadors and are excited to work with her on activations that surprise and delight her fans around the world."
Lovato currently is on a multi-nation tour to support her album, Confident.
She also has deals that include Skechers, Honda Civic and a signature line of skincare and beauty products, Devonne.
Lovato’s influence on social media is far-reaching: She has 39.7 million followers on Twitter and more than 38 million Likes on Facebook. She has been a vocal advocate for equal rights, empowerment of young women and dealing with the issues of mental health and drug addiction.
To support the alliance, JBL has launched a mini-site for Lovato that includes videos, ‘Demi’s Picks” in JBL products and section titled “3 Things We Dig About Demi”:
• Ink: She's got close to 30 tattoos on her body, each representing a special point in her life.
• Passionate: She's a fierce advocate for women's empowerment and mental health issues.
• Confidence: When asked "Who do you want to be when you grow up?" in a recent interview, Demi answered "That's easy, me."
According to Lovato, "I’m happy to join JBL’s group of ambassadors alongside an amazing group of athletes and artists, including my friends of DNCE. I look forward to collaborating with JBL as an ambassador to amplify great music in new and innovative ways."
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