BTS x Samsung

Samsung is one of the most prominent companies with its roots in South Korea, and so it seems only natural to have BTS - a globally beloved South Korean band - as a promoter for the electronics giant. On 19th February, 2020 Samsung officially confirmed its partnership with BTS during Connect, BTS, the band's global art project as part of the promotions for their hit album "Map of the Soul: 7" released in February 2020. 

Samsung stepped in to elevate the experience by providing an Augmented Reality (AR) docent which could be downloaded to Galaxy phones and allow the users to experience the Connect, BTS exhibits through Virtual Reality. BTS members RM, Jin and Jungkook appeared to explain the instructions for using the tool. 

Some recent collaborations:

Samsung is no stranger to special edition phones like the Galaxy phones inspired by Batman  and Star Wars. With this new tie-up between Samsung and BTS, a special edition gadget was definitely seen as an attractive opportunity. Let's look at some of their most recent collaborations!

Samsung Note20 Ultra:

BTS photoshoot for the Samsung Note20 Ultra

In September of 2020, Samsung tweeted in promotion for their newest smartphone, the Galaxy Note20 Ultra, featuring the members of BTS. Some more promotional content for the Note20 series included multiple short, film-style videos featuring a combination of BTS members: RM and Jimin, Jin and Jungkook, and V, Suga and J-Hope.

Samsung Galaxy S20+: 

Inside the BTS Edition Galaxy S20+

With the launch of Samsung Galaxy S20+ came the very anticipated BTS Edition with a unique, yet expected, purple (the color strongly associated with the artist and fans) exterior, the BTS logo on the back, and a purple heart icon on the camera array. The phone included a BTS inspired android theme and photocards in a similarly themed box. Samsung also released matching BTS themed purple earbuds along with a wireless charger. Both BTS Editions for Galaxy S20+ and Galaxy Buds+ went up for pre-order on the 5th of June, 2020 and, to no one's surprise, were out of stock just in an hour proving the special edition smartphone to be a masterstroke by Samsung. 

Samsung Galaxy S21 series: 

A look at the BTS photoshoot for Galaxy S21 series

On the 14th of January this year, Samsung unveiled its new flagship Galaxy S21 series phones featuring BTS in its promotional content, aiming to grab the attention of young smartphone users around the world. Samsung introduced three new models of Galaxy S21 series at the live streamed online event, Galaxy Unpacked January 2021, which garnered more than 34 million views globally. BTS also featured in an advertisement for the S21 series, with a classy black and white video monotoning the black suits of BTS with the black smartphone. Click here to watch the video!

Samsung Z Flip 3 and Z Fold 3: 

BTS member, Jin, in a promotional tweet for the Z Fold 3

The K-pop superstars also made an appearance in the promotional content for the newest models for Samsung's foldable series' online launch. The group stars in a 3 minute video ad featuring their hit single 'Butter', in one of the sets from the original music video and a woman dancing in a train with, of course, the Z flip 3. BTS members are also featured in the promotional photoshoots for the Z Fold 3.

Samsung also entrusted SUGA of BTS to give a funky facelift to 'Over the Horizon', the standard ringtone Samsung provides with their phones. The tune changes every time a new model is released, and this time Yoongi (a.k.a. SUGA) is behind the reimagination of this classic tune for its 10th anniversary. Take a look at this video to know more!

The BTS Effect:

The collaboration has undoubtedly been a great move on Samsung's part, however it is more than just a brand-endorser relationship. With Samsung providing its support for Connect, BTS as well as "Home of BTS" (a pop-up store for BTS organized last year), this seems to be more of a win-win situation for both the parties involved! While BTS continues to drive millions of eyes towards many of the new Samsung product releases and selling out the special edition BTS gadgets, this partnership can definitely be called a success.