LG Electronics has teamed up with global musician will.i.am to launch the AI-based wireless audio brand 'LG XBOOM' as part of its strategy to target the global audio market.

On the 7th, LG held the 'LG XBOOM Brand Day' at the multi-purpose cultural space Ground 220 in Yeongdeungpo-gu, Seoul, where it introduced three new products: the ▲120W high-output 'XBOOM Stage 301', the ▲stereo sound and stylish 'XBOOM Bounce', and the ▲compact and portable 'XBOOM Grab'.

All three products are powered by AI-based 'Smart Sound' technology. 'AI Space Recognition Sound' analyzes the size of the room, furniture arrangement, and wall materials to evaluate sound reflection or absorption, automatically adjusting to the optimal sound balance. The 'AI Sound & Lighting' function optimizes speaker lighting and sound field in real-time to match the music genre being played.

Each product has distinct usability. The 'XBOOM Stage 301' features 120W high output, a 6.5-inch woofer, and a battery capable of up to 12 hours of playback, delivering rich sound even in large spaces. The 'Bounce' is optimized for outdoor activities with its bouncing passive radiator and magic strap, while the 'Grab' is highly portable, fitting into a bicycle water bottle holder. The Grab also won the 2025 iF Design Award.

The use cases for each product are also distinct. The 'XBOOM Stage 301' is optimized for party or concert environments with its 120W high output, 6.5-inch woofer, and a battery that lasts up to 12 hours. The 'XBOOM Bounce' features a dynamic design with a top passive radiator that bounces in response to music, making it ideal for outdoor activities with its magic strap that can be worn over the shoulder. The 'XBOOM Grab' combines portability, fitting into a bicycle water bottle holder, and has proven its design competitiveness by winning the 2025 iF Design Award.

At the heart of this brand renewal is will.i.am. He is a member of the world-renowned pop group The Black Eyed Peas and the CEO of the AI radio app 'RAiDiO.FYI'. He participated as the 'Experiential Architect' for the XBOOM brand, playing a key role in product design, sound concept, and marketing. He stated, "Speakers are not just machines that produce sound; they are about creating experiences," and emphasized, "We focused on breaking the existing mold."

will.i.am also revealed plans to integrate RAiDiO.FYI with XBOOM. The AI will analyze users' music preferences and news interests to recommend content in real-time and respond to voice commands, creating an 'interactive audio system'.

Starting with XBOOM, LG Electronics plans to segment its audio brand into portable, wearable, and home audio categories, expanding its product lineup to match customers' lifestyles.

Currently, LG's audio business revenue is around 700 to 800 billion won, less than 1% of its total revenue. With the launch of XBOOM, LG aims to redefine its audio business identity, focusing on portable audio to expand and achieve revenue in the trillions of won.

Lee Jung-seok, Executive Vice President of LG Electronics' MS Business Unit and Head of the Audio Business, stated, "LG XBOOM is an audio brand that combines technology and culture, and together with will.i.am, we will showcase innovations in audio technology, enriching the listening experience for customers."

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