JBL has released a behind the scenes footage starring its new global ambassador, Tinie Tempah, at his first photoshoot for Team JBL.

The multi-award winning artist, who will appear in several marketing campaigns for the iconic audio brand, is featured both indoors and outdoors, showcasing headphones, wireless accessories and more, and talking about his beliefs in terms of music, and artists.

“My approach to music has always just come from like what I know, you are essentially like the sum of your experiences. Everybody sees the world differently and I guess that’s why some artists tend to polarize people and people gravitate to them because they ever have this really sad story or they have this really incredible energy or they have this crazy charisma or they’re quite eccentric.”, “I tried to do, I think coming from my culture is very much about also being able to brand yourself”.

The JBL team includes also artists Demi Lovato, DNCE, producer Quincy Jones, NBA All-Star Stephen Curry and football star Jerome Boateng.