Tech giants leverage star power to win over Gen Z and dominate the global speaker market Two of the world’s biggest consumer tech brands are calling in musical reinforcements to capture the ears—and hearts—of global consumers. LG Electronics and Sony have each partnered with superstar musicians Will.i.am and Post Malone, respectively, in an all-out push to dominate the high-end speaker market.
South Korea’s LG Electronics recently unveiled a complete rebranding of its wireless speaker line, XBOOM, placing Grammy-winning artist Will.i.am at the center of its creative process. Introduced as an “Experiential Architect,” Will.i.am is more than just a celebrity face—he’s been deeply involved in product engineering, concept design, and marketing strategy.
“Sound isn’t just something we hear—it’s something we experience with all our senses,” Will.i.am said during the launch event in Seoul. “This project is about creating that full-body, emotional connection with music.”
The new XBOOM lineup includes three products powered by AI-driven sound and lighting systems that adapt to both genre and environment in real time. From party speakers with punchy bass to visually reactive models and portable high-power options, LG is clearly aiming to win over younger users with bold aesthetics and tech-savvy features.
Not to be outdone, Japan’s Sony has enlisted global chart-topper Post Malone for the rollout of its revamped ULT POWER SOUND series under the new branding campaign “For The Music.” The series promises deep bass and immersive audio experiences with just the press of a dedicated “ULT” button.
“I want music to feel real—to feel close,” Post Malone said in a statement. “Working with Sony helps deliver that kind of intimacy and authenticity.”
Sony’s new lineup includes the ULT TOWER 9, a 360° party speaker with synchronized lighting; the shoulder-strap-friendly ULT FIELD 5 and FIELD 3 portable speakers; and the newly introduced ULT MIC—a wireless karaoke microphone designed for both solo sessions and duets.
By teaming up with these cultural icons, both LG and Sony are betting on the emotional resonance of music—and the credibility of musicians—to drive brand identity and deepen connections with consumers.
“These collaborations go beyond product features—they’re about telling a story,” said an industry insider. “Will.i.am and Post Malone are not just endorsers. They represent the soul of the product and create a bridge between the brand and the listener.”
As audio technology becomes a core part of digital lifestyles, LG and Sony are clearly signaling that the future of sound is not just about specs—it’s about experience, emotion, and star power.
