Scream & Shout ! At the CES electronics show in Las Vegas, LG is making its voice heard. And more particularly that of the artist will.i.am, new mascot for the products in the manufacturer’s xboom range. The collaboration with the rapper, however, goes further than making him the new sandwich man for the South Korean brand.
Guarantor of the new sound signature
“Experiential Architect”. This is how LG defines the role assigned to will.i.am around the new products in its xboom audio range. The hip-hop artist-producer and rapper, sometimes Black Eyed Peas, sometimes solo singer, savvy businessman, and supporter of Kamala Harris during the last American presidential elections, will therefore not be there just to look pretty in the photo.
If LG is to be believed, its collaboration goes well beyond the simple marketing (no doubt well paid), will.i.am becoming the guarantor of the new LG sound signature.
“Working for LG allows you to create new and dynamic experiences for a wider audience. […] We want to foster an emblematic culture where everyone can share and live their passion for music in a new way,” assures the interpreter of Heartbreaker.
Our articles on CES 2025
Three speakers and headphones
This collaboration includes the new portable speaker called xboom Bounce. In addition to its waterproofness and its 30 hours of battery life, it is distinguished by its two upward-facing passive radiators, which light up to the rhythm of the music. Also in the bins, the small xboom Grab speaker, less visually attractive, but also waterproof and offering a battery life of up to 20 hours.
-To make more noise, the xboom Stage 301 will be there. Resembling a return to the stage for artists, this party speaker with carrying handle is likely to be heard with its woofer 6.5 inches (16.51 cm), its two 2.5 inches (6.35 cm) midrange speakers and its battery life of up to 11 hours.
Finally, the xboom Buds headphones will also carry, in addition to Auracast technology to share music with other compatible headphones, the will.i.am sound signature, which also summons the AI of which the artist is a fan.
These products, the price of which is still unknown, should arrive in stores in 2025. The only thing missing from the collection is an audio headset, but LG has no legitimacy for this type of product.
With LG, will.i.am joins the long list of artists and celebrities who have collaborated with audio brands: Maître Gims with JBL; Bob Sinclar with Sennheiser; La Fouine with Sony; David Beckham with Bowers & Wilkins… We still don’t know if the music will be good with will.i.am. The visibility of LG’s booming products will undoubtedly only be better.
