Samsung and BTS enter global marketing collaboration

South Korean electronics giant Samsung and BTS the K-pop superband, have entered a global collaboration to market smartphones.

Samsung will first work with BTS for the boy band’s global contemporary art initiative, “Connect, BTS,” before expanding their collaboration to other areas, according to the officials.

Connect, BTS is a global initiative spearheaded in collaboration with curators from five major cities — London, Berlin, Buenos Aires, Seoul and New York — to connect people from across the world through art.

The project was designed to dovetail with BTS’ philosophy that centers around diversity, love and ‘care for the periphery’.

Samsung said it will support augmented reality (AR) docent service for the project, in which members of BTS appear and explain art pieces in a virtual system.

The South Korean tech giant also installed a media facade with its Galaxy devices for the art project in Seoul and New York.

Samsung and BTS did not disclose further details of the partnership, but industry insiders expect that the septet will participate in the company’s various promotion and marketing events regarding its new smartphones launched earlier this month.

BTS member V was spotted at Samsung’s “Galaxy Unpacked 2020″ in San Francisco, where the company unveiled the new-generation 5G Galaxy S20 series and the Galaxy Z Flip smartphones.

“We hope we can deliver a good experience to fans of BTS and Galaxy devices around the globe through collaboration with BTS,” a Samsung official said. “We are planning various activities other than ‘Connect BTS.’”