When nine-time Grammy winner will.i.am touched down in Manila for an exclusive press conference, he brought more than just his musical credentials. As the Experiential Architect behind LG’s latest xboom AI speaker lineup, he shared insights into a collaboration that extends far beyond typical celebrity endorsements.
The Manila event revealed the depth of will.i.am’s involvement in shaping every aspect of the xboom experience, from the tactile feel of packaging materials to the precise audio frequencies that power on each device. His partnership with LG represents a convergence of music, technology, and cultural connection that reflects both his technical expertise and his deep ties to Filipino communities that helped launch the Black Eyed Peas’ career.
This wasn’t just a product launch—it was a glimpse into how authentic collaboration between artists and technology companies can create products that resonate with cultural identity while pushing the boundaries of what AI-powered audio can achieve.
How did will.i.am become LG xboom’s Experiential Architect?
The collaboration began organically when LG approached will.i.am about two years ago with a proposal to work on a speaker line. As a longtime LG customer who already used their TVs, washers, dryers, and refrigerators throughout his home, the partnership felt natural. “LG is one of the best consumer electronics companies in the world. I’ve always been a fan,” he explained during the Manila press conference.
The timing aligned perfectly with will.i.am’s existing work in consumer electronics, having been involved with Beats by Dre before it was sold to Apple, and developing his own products since 2015. When LG presented the opportunity, he immediately called his mother to share the news, demonstrating how personally meaningful the collaboration was to him.
What makes LG xboom different from typical celebrity endorsements?
Unlike traditional celebrity partnerships, will.i.am’s role as Experiential Architect extends far beyond lending his name to the product. His involvement shaped every aspect of the user experience, from the unboxing to the first sound. “I pay attention to so many details. What’s the experience? What’s the box fabric? Can you feel the ink on the print?” he detailed during the development process.
The depth of his involvement included working closely with LG’s engineering and design teams to fine-tune the sound profile across the entire xboom family. He ensured consistency in EQ, balance in bass, and harmony between different products. Even the startup sounds received his personal attention—he spent four days creating the various audio cues, including the power-on tone that plays in the key of G, representing “LG: lower G.”
Which LG xboom products will.i.am designed for different lifestyles?
The LG xboom AI lineup features four distinct products targeting various use cases. The Stage 301 stands out as the most musician-friendly option, featuring room-filling sound, karaoke-ready mic controls, and an auxiliary jack for direct laptop connection. “It’s studio quality. I use it when I’m making music on the go, and I even have it in my studio as a reference for sound,” will.i.am shared.
For outdoor adventures, the Grab and Bounce models are built to withstand water and sand while being lightweight and portable. The Bounce delivers dynamic sound through dual passive radiators, while the tube-shaped Grab emphasizes portability. The Buds complete the lineup with advanced noise cancellation for commuting and everyday use.
How does will.i.am see AI enhancing the LG xboom experience?
will.i.am’s vision extends beyond traditional speakers through his AI company, FYI.AI, which develops conversational agents and AI personas. The upcoming integration will introduce simulated radio experiences with AI hosts and DJs to the xboom platform. During the Manila event, he demonstrated an AI assistant that could translate and respond in Filipino accents.
Rather than viewing AI as a threat, will.i.am sees it as an empowering tool, particularly for underserved communities. “How can I be afraid of AI if you come from the inner city? Here’s a tool that can help folks that are struggling not struggle anymore because it has access to all the information in the world,” he explained, drawing parallels to how the drum machine created new opportunities for producers rather than simply replacing drummers.
What connection does will.i.am see between LG xboom and Filipino culture?
will.i.am expressed particular admiration for Filipino musical talent, making bold comparisons to global icons. “There’s probably a Filipino singer that’s equal to Whitney Houston. That’s how good Filipino singers are,” he stated, highlighting the Stage 301 as the perfect product for the Philippines’ strong karaoke and performance culture.
How will LG xboom inspire the next generation of creators?
Beyond the immediate product experience, will.i.am hopes the collaboration demonstrates that people from diverse backgrounds can compete in consumer electronics, not just traditional entertainment fields. “Why can’t there be a consumer electronics company from Pampanga? Why can’t there be an AI company from Mindanao?” he challenged, encouraging young creators to think beyond conventional career paths.
He emphasized that this moment represents a unique opportunity for dreamers, comparing it to 2005 when the iPhone transformed communication technology. “Right now is the time for dreamers to dream the biggest dream imaginable,” he declared, specifically encouraging Filipino innovators to help transform the Philippines into a technological superpower by 2045.
What role does music play in LG xboom’s design philosophy?
Music serves as the connecting tissue that brings people together across generations and cultures, according to will.i.am’s philosophy. He described high-quality audio as therapeutic, particularly when it’s clean and pristine without frequency loss or distractions. “When you’re going through something, the right song helps you feel it, process it, maybe even heal,” he explained.
The LG xboom lineup is now available in the Philippines. For more information, visit LG’s official website or follow the brand on Facebook, Instagram, and TikTok.
Source: Gadget Pilipinas
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