Press Release

Corporate

LG SIGNS INTERNATIONAL K-POP SENSATION BTS AS MOBILE PARTNER

03/04/2018

SEOUL, Apr. 3, 2018 — LG Electronics (LG) is readying an ambitious and wide-reaching outreach campaign, fronted by today’s hottest K-Pop boy band, BTS. Winner of the Top Social Artist of the Year at the 2017 Billboard Music Awards, South Korea’s mega popular supergroup will star in a series of TV and social media campaigns for LG’s mobile products, beginning with the company’s upcoming flagship smartphone.

 

As the first K-pop artists to crack the Billboard Top 10 and perform at the American Music Awards, BTS has an immense following in major smartphone markets in the Americas, Europe and Asia. The video for the group’s most recent single, Boy In Luv, surpassed 200 million views on March 27 Korea Time, becoming the eighth music video by the boy band to achieve this milestone.

 

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

 

“BTS achieved international superstardom through raw talent, innovation and authenticity even though many gave them little chance of real success,” says Kim Su-young, vice president and head of marketing for LG Electronics Mobile Communications Company. “These qualities make BTS a great match with our smartphone brand and we hope to be able to convey to the global audience that LG mobile devices are also about delivering bold innovation with a unique attitude.”   

 

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About LG Electronics Mobile Communications Company

The LG Electronics Mobile Communications Company 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 LG mobile devices stand out from the crowd. With thoughtful features and unique color options, LG smartphones fit the lifestyles of a wide range of consumers world over. For more information, visit www.LG.com.

 

 

Media Contact:

 

LG Electronics, Inc.

Ken Hong

+82 2 3777 3626

ken.hong@lge.com

www.LGnewsroom.com