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LG SIGNS INTERNATIONAL K-POP SENSATION BTS AS MOBILE PARTNER

  • Updated
  • 04, 03 2018

SEOUL, Apr. 3, 2018 — LG Electronics (LG) is readying its most ambitious and wide-reaching outreach campaign to date, 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 most 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, Mic Drop, surpassed 200 million views on March 22 Korea Time, becoming the seventh 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 starting this quarter.

 

“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.”   

 

About LG Electronics, Inc.

LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing 77,000 people working in 125 locations around the world. With 2016 global sales of USD 47.9 billion (KRW 55.4 trillion), LG comprises four business units ― Home Appliance & Air Solutions, Mobile Communications, Home Entertainment and Vehicle Components ― and is one of the world’s leading producers of flat panel TVs, mobile devices, air conditioners, washing machines and refrigerators. LG Electronics is a 2016 ENERGY STAR Partner of the Year. For more news and information on LG Electronics, please visit www.LGnewsroom.com.

 

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.

 

About LG Electronics Singapore Pte Ltd

LG Electronics Singapore Pte Ltd (LG Electronics Singapore) is a fully-owned subsidiary of LG Electronics Inc., the pioneer and market leader of the Korean electronics industry. LG Electronics Singapore operates three business units – Home Entertainment, Mobile Communications and Home Appliance & Air Solution. In recognition of its vision to enrich people’s life with smart technologies and innovative design, LG Electronics Singapore has been recognized with prominent local and international accolades, such as the CNET Asia Editor’s and Readers' Choice Awards, HWM+HardwareZone.com Tech Awards, Red Dot Design, and GfK No. 1 Awards. For more information, please visit www.lg.com/sg.