Collaboration with BTS Comes as Group Hits New Milestone in US and International Music Scene

LG Electronics is readying its most ambitious global mobile phone campaign to date, fronted by global K-Pop boy band, BTS. Winner of the Top Social Artist of the Year at the 2017 Billboard Music Awards, South Korea’s hyper-popular supergroup will star in a series of global TV and social media spots for the brand‘s mobile products, beginning with its upcoming flagship smartphone.

As the first K-pop artists to crack the US Billboard Top 10 and perform at the American Music Awards, BTS has an immense following in major smartphone growth markets such as the United States, Mexico, Brazil and most countries in Asia. The video for the group’s most recent single, Mic Drop, surpassed 200 million views on 22 March, becoming the seventh music video by the boy band to achieve this milestone.

The brand and BTS will collaborate on a diverse marketing campaign that reflects the uniquely colourful personalities of each of the group’s seven members. The campaign will highlight the band’s talent, attitude and relationship with its fans, the very qualities that the brand hopes to bring to its upcoming products starting this spring.

“BTS achieved international superstardom through raw talent, innovation and authenticity even though many gave them little chance of real success. These qualities make BTS a great match with our smartphone brand, and we hope to convey to global audiences that LG mobile devices are also about delivering bold innovation with a unique attitude,” said SY Kim, Vice President and Head of Marketing for the LG Electronics Mobile Communications Company.

The brand is an innovator in the mobile industry with a strong focus on four core technologies—audio, battery, camera and display. Unique smartphones with artificial intelligence and the category-leading TONE series of wearable audio devices continue to make the brand’s mobile devices stand out from the crowd.

LG recently unveiled three new robot designs, adding to its expanding robot portfolio.

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