LG Electronics has launched a new line of AI-integrated wireless speakers in partnership with Black Eyed Peas frontman and entrepreneur will.i.am, aiming to expand its global presence in the highly competitive audio market.
At an event held in Seoul on Monday, the tech giant showcased its new lineup of wireless speakers under the revamped xboom brand, outlining a fresh strategic direction for its audio business.
The company unveiled three new Bluetooth speakers with the "xboom by will.i.am" line: Grab, Bounce and Stage 301. Grab is the smallest of the three, boasting high-quality audio in a compact cylindrical speaker. Bounce delivers powerful and detailed stereo sound, even in open spaces, making it ideal for camping or beach outings. The Stage 301, with an impressive power output of 120 watts, is designed for both indoor and outdoor use — perfect for parties.
In addition to the new speakers, xboom Buds, LG’s wireless earbuds first unveiled in January, have also joined the company’s expanding audio lineup.
Will.i.am, in his role as an “experiential architect,” was involved in a wide array of areas, from product design and marketing to sound direction and audio tuning.
The singer described the collaboration with LG as “a gift from the universe,” explaining that what began as a marketing campaign using the Black Eyed Pea’s hit track “Boom Boom Pow" evolved into a full-fledged partnership to develop the product together.
Will.i.am’s new AI-based radio platform Raidio.fyi will be integrated into the speakers within this year, according to the firm. The interactive radio platform offers music and real-time two-way dialogue between listeners and the platform’s AI personas, a feature the artist demonstrated live at the launch event.
“AI is the new UI. AI is the new UX … It is the most exciting time to be creative with one of the most capable companies in the world to urgently try to define that experience,” said will.i.am.
The company worked with the American singer to craft the right sound profile for xboom, according to Lee Jeong-seok, senior vice president heading LG’s audio business division. The result is xboom's signature sound, which Lee described as “a warm, balanced sound based on rich bass.”
With the launch of the new product, Lee said LG aims to grow its audio division revenue to over 1 trillion won ($680 million) in the near future. Currently, the business posts revenue of 700-800 billion won annually.
Lee acknowledged the fierce competition in the audio industry, describing the market as a “red ocean,” akin to the wine industry.
“Functionally, it’s the same, but what differentiates (wine) is the character, philosophy and history behind it. We aim to take LG’s audio business in a similar direction,” said Lee.
By Ahn Sung-mi (sahn@heraldcorp.com)
