Samsung announced on Wednesday that it signed a partnership with K-pop boy band BTS in various projects such as augmented reality (AR) for the group’s new album and for marketing its new-generation Galaxy smartphone.
The tech company’s latest announcement comes ahead of the release of the BTS’ new album “Map of the Soul: 7,” which will launch on February 21.
Samsung said that it would provide Galaxy phone users with an AR service that can download to experience Connect BTS featuring a series of promotions located in five cities around the world, including New York City, Seoul, London, Berlin, and Buenos Aires.
A member of the BTS will appear virtually appear during the exhibitions explaining specific artworks from the series.
The South Korean tech company also created a media façade for its Galaxy devices for the art initiative in New York and Seoul.
However, Samsung did not further explain its partnership with BTS, but industry watchers expect that BTS will be the face of several promotional projects for Samsung. The boy band will participate in various promotions and marketing events, such as the launch of its new Galaxy S20 smartphones, which launched earlier this month.
Samsung reportedly will release a potential BTS special edition Galaxy smartphone hoping to leverage the youthful image and global fan base of BTS to market more products.
Earlier this month, Samsung unveiled the Galaxy Z Flip and Galaxy S20 series smartphones and Galaxy Plus Earbuds at its Galaxy Unpacked 2020 event held in San Francisco. During the presentation, an image of a BTS member appeared on the screen, getting fans excited for the possibility of a collaboration.
A Samsung official said that the company hopes to deliver an excellent experience to fans of both Galaxy devices and BTS internationally through collaboration. The company is also planning to launch various activities other than Connect BTS.