Where pop culture collides with cutting-edge technology, nine-time Grammy winner and creative visionary will.i.am is making noise in a whole new way. The global icon has teamed up with LG Electronics to infuse his design genius into the newest LG XBOOM line—ushering in an immersive, AI-powered “xbooming” experience that doesn’t just play music, it redefines the future of sound.
Touching down in Manila, will.i.am shared the story of his groundbreaking collaboration with LG. More than just a brand partnership, this is a creative experiment where the Black Eyed Peas frontman steps into the role of Experiential Architect for LG XBOOM. The result: a bold speaker lineup that fuses his unmistakable flair for innovation with LG’s industry-leading sound technology.
The LG XBOOM by will.i.am isn’t your average speaker—it’s a product shaped by an artist who has spent his life pushing culture forward, now turning his focus on how we experience music at home, at parties, and everywhere in between. Think of it as a remix of sound and style, where AI-powered technology meets will.i.am’s creative DNA.
The exclusive press conference in Manila was a cultural milestone, not just for tech and music enthusiasts, but for anyone passionate about creativity and innovation. will.i.am
Known globally as both a music icon and boundary-pushing innovator, William Adams, better known as will.i.am, has spent his career at the crossroads of sound, style, and technology. A nine-time Grammy Award winner, he’s not only shaped pop music but also founded cutting-edge platforms like the AI-driven RAiDiO, cementing his place as a creative force in both the music and tech industries. His role as Experiential Architect for the LG xboom lineup reflects a natural evolution, blending high design, immersive sound, and AI intelligence to redefine how people experience music in everyday life.
LG Philippines Product Director for Media Solutions, Mr. Yongwoo Park, recognized the value of merging artistry with technology. “We are honored to welcome a global icon, an individual who has made an extraordinary impact not only in music but also in advocacy, championing access to creative and technological education for underserved students in Los Angeles,” he said. He explained that will.i.am’s role as Experiential Architect brought a unique creative influence to the development of the LG xboom AI, ensuring each detail was designed to deliver refined sound and immersive experiences. He further added, “This partnership embodies LG’s mission to create innovations that go beyond functionality, inspiring people to live, create, and connect in meaningful ways.”
The collaboration between LG and will.i.am began organically, sparked by mutual admiration and a shared passion for innovation. Having developed his own tech products since 2015, will.i.am was already deeply embedded in the world of consumer electronics. “About a year and a half ago, LG approached me with the idea of collaborating on a line of speakers. Honestly, I was blown away, LG is one of the best consumer electronics companies in the world. I’ve always been a fan.”
As a longtime LG customer, proudly using entertainment and appliances in his home — will.i.am described the moment as surreal. “It made perfect sense,” he recalled, reflecting on how naturally the partnership aligned with his lifestyle and design philosophy. The timing felt right, and the collaboration felt personal. ”I use LG products in my own home, the TVs, the washer and dryer, the fridge, all of it. So when they walked into my studio and said they wanted to work together, I even called my mom to tell her, and she was just as excited. I’ve always had a deep love for Korea and have collaborated with amazing artists like CL, the queen of K-pop.” he added. So the idea of working closely with a Korean brand like LG on a project that merges tech, sound, and design was something I couldn’t pass up. I’m truly over the moon about it.”
The LG xboom AI by will.i.am lineup features the Stage 301, Bounce, Grab, and Buds. Designed for outdoor adventures, the xboom Grab and Bounce are built to withstand water, sand, and the unpredictable conditions of everyday life. To demonstrate their durability, LG showcased the speakers fully submerged in water and partially buried in sand—yet the music never stopped. Their lightweight, portable builds make them easy to bring anywhere.
Each product was showcased through an interactive display, allowing guests to experience firsthand how the xboom lineup fits a variety of lifestyles. Actors John Prats and Isabel Oli-Prats explored the range and shared their appreciation for the products’ impressive quality and thoughtful design.
The xboom Stage 301 stood out with its room-filling sound and karaoke-ready mic controls, earning high praise from singer Mix Fenix for its powerful, performance-level audio. The compact xboom Bounce delivered dynamic sound powered by dual passive radiators. Ideal for those constantly on the move, the xboom Grab features a sleek, tube-shaped design that’s easy to carry, while the xboom Buds offer clear, immersive sound with advanced noise cancellation—perfect for commuting, travel, or everyday use.
As the Experiential Architect behind the LG xboom AI line, will.i.am didn’t just lend his name, he shaped the entire sensory journey. From the unboxing to the first sound, every element was designed with intention. ”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 explained during a development session. His influence extended far beyond aesthetics. He worked closely with LG’s engineering and design teams to fine-tune the sound profile of the entire xboom family, ensuring consistency in EQ, balance in bass, and harmony across products. “What key should all the sounds be in?” he asked. “The xboom powers on in the key of G — because it’s LG: lower G.” Even the smallest interaction mattered. From the tone that plays when the speaker pairs, to how different units connect sonically in a shared space, will.i.am approached the product line like a composer orchestrating a multisensory performance. “The experience is everything — from the first touch to the first sound,” he said. “There has to be a cohesive experience throughout.”
Adding a homegrown spark to the event, Filipino actors, TV personalities, and content creators Denise Laurel and Eric “Eruption” Tai joined as special guests, bringing their trademark energy, charisma, and proudly local perspective to the experience.
As part of the interactive segment, Denise posed a thoughtful question to will.i.am about how his collaboration with LG might influence the next generation of musicians and creators. “The only product out of the four that’s really built for musicians is the xboom Stage — and it’s my favorite,” will.i.am shared. “It has an aux jack, so if you’re making beats or singing on the go, this is studio quality. I use it when I’m working on music in the studio, and even as a sound reference when I travel.”
With her own performance background and connection to Filipino music culture, Denise highlighted how products like the xboom Stage go beyond professional use, becoming a staple of everyday life and celebration. “You don’t need to be a musician to appreciate Stage,” she said. “We all have karaoke parties, especially during the ‘ber months’ here in the Philippines. And this is perfect for that — it’s portable, powerful, and brings people together.”
The connection between high-quality audio and Filipino cultural life became even clearer when Eric “Eruption” Tai leaned into the deeper impact of sound, reflecting on how music lives at the heart of every Filipino celebration, gathering, and generation. His prompt gave will.i.am space to open up about how premium sound technology, like LG xboom AI, can bridge people across time, space, and culture.will.i.am
After an afternoon full of sharp wit, unexpected insights, and electric energy, will.i.am left the crowd, and the media, completely captivated. With humor, honesty, and effortless storytelling, he turned a tech launch into something far more personal, showing just how deeply he connects innovation with human experience.
When asked how high-quality audio like LG xboom AI can bring people together across generations and cultures, he didn’t miss a beat. “Music is like the connecting tissue for everyone,” he said. “When you’re going through something, the right song helps you feel it, process it, maybe even heal. And when the sound is clean and clear, there’s nothing in the way. No distractions. Just you and the message.”
He emphasized that great audio isn’t just about volume or bass, it’s about clarity, emotion, and access. Whether it's hearing a song that changed your life, a podcast that challenges your thinking, or an audiobook that moves you forward, sound is one of the most powerful tools for connection. “You could listen on your phone speaker... or you could XBOOM it,” he laughed. “Yeah, XBOOM that.”
But will.i.am didn’t stop there. In true form, he turned the spotlight toward the Philippines as a global creative force. “Now’s the time for dreamers to dream the biggest dreams imaginable and that includes the Philippines becoming a superpower. Filipinos are talented beyond talent. Engineers, singers, doctors, dancers, all of it. Filipinos are freaking awesome.” he said.
LG reaffirmed its mission to empower music and listeners with products that go beyond sound, delivering connection, culture, and creativity. With will.i.am’s forward-thinking vision shaping the xboom AI line, LG continues to show how music can inspire, connect, and amplify life’s most memorable celebrations.
Life’s Good when technology goes beyond innovation and creates times that truly matter. With the LG xboom AI by will.i.am, music becomes more than just sound, it becomes a movement. At the end of the day, life isn’t just about the latest technology, but about the lasting impact it leaves and the joy it brings to everyday living. Learn more at https://www.lg.com/ph/
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