At the LG XBOOM Brand Day held on April 7 at Ground 220 in Yeongdeungpo-gu, Seoul, Lee Jung-seok, Executive Vice President and Head of Audio Business at LG Electronics’ MS Division (left), will.i.am, and Oh Seung-jin, Senior Vice President of MS Marketing at LG Electronics Korea Sales Division, are seen in conversation. (Image provided by LG Electronics)
SEOUL, April 8 (Korea Bizwire) — LG Electronics has partnered with global pop icon and entrepreneur will.i.am to relaunch its wireless audio brand XBOOM, infusing it with a bold new identity centered on artificial intelligence and immersive sound design.
Speaking at the “LG XBOOM Brand Day” event in Seoul on April 7, will.i.am described the collaboration as “the most profound and expansive creative journey” of his career. “This project isn’t just about making a product—it’s about designing the experience of the future,” he said.
As the brand’s “Experiential Architect,” will.i.am worked closely with LG to craft the sonic direction of the new XBOOM lineup, composing the devices’ signature sounds and personally tuning the audio system to deliver what he described as a speaker “reimagined from the ground up.”
The new XBOOM series includes three wireless models: the high-power XBOOM Stage 301 (120W output for rich indoor and outdoor sound), the XBOOM Bounce (a compact unit designed for crisp audio in open spaces), and the portable XBOOM Grab, which balances small form with premium sound.
At the core of the lineup is LG’s advanced AI sound engine, which analyzes music and environmental acoustics in real time to automatically optimize audio output. Features such as AI Sound & Lighting and AI Spatial Recognition aim to emulate the precision of professional audio engineering in any room.
LG XBOOM Bounce
The collaboration will also expand into software, with plans to integrate will.i.am’s AI-based radio app, RAiDiO.FYI, offering users interactive DJ experiences and personalized audio content.
“This partnership has helped us infuse spirit into our sound,” said Lee Jung-seok, head of LG’s audio business. He likened the approach to winemaking, emphasizing how a product’s story and philosophy can define its market value. “With will.i.am’s creative direction, we’ve established a unique sonic identity—warm, balanced, and rooted in rich bass.”
LG aims to grow its global audio revenue from its current ₩700–800 billion range to over ₩1 trillion by leveraging XBOOM’s new identity. The company will focus on three strategic pillars: defining a distinct sound identity, differentiating design, and building brand competitiveness through innovation and lifestyle integration.
Kevin Lee (kevinlee@koreabizwire.com)
