LG's audio ambitions are once again in the spotlight, and this time, they're leaning heavily on a familiar face: will.i.am. This is the crux of the story, highlighting LG's ongoing quest to make a splash in the competitive audio market. But will this latest strategy finally resonate with consumers? Let's dive in.
At the upcoming CES 2026, LG is set to unveil its latest audio offerings, continuing its partnership with the musician and entrepreneur. This move comes as the company faces stiff competition, particularly from Samsung, which has firmly established itself as the world's leading audio brand, thanks to its strategic acquisitions of Harman and Sound United.
In Australia, LG's audio products have historically struggled to gain significant market share. One of the biggest hurdles has been LG's shifting partnerships in the audio space. This constant change, coupled with Samsung's impressive multi-brand portfolio (including powerhouses like JBL, Denon, Harman Kardon, and Bowers & Wilkins), has made it difficult for LG to gain a foothold across various price points.
LG, known for its home appliances and TVs, has long battled a brand perception challenge in the audio arena. Remember the mid-2010s? They teamed up with Harman/Kardon to boost the sound quality of their premium TVs and audio products. That strategy, however, crumbled when Samsung acquired Harman in 2017.
Following that, LG partnered with Meridian Audio, a UK-based company, in December 2017, aiming to enhance its soundbars, wireless speakers, and overall audio lineup. While Meridian brought its expertise in digital signal processing and psychoacoustics to the table, the partnership didn't significantly alter consumer perception. The products still screamed "LG," a brand primarily associated with home appliances, not high-end audio.
In response, LG invested heavily to bring will.i.am on board as both a creative partner and brand ambassador. Now, looking ahead to 2026, the company is doubling down on this strategy with a "creative, brand-driven audio push" under the "xboom by will.i.am" banner.
LG claims the xboom range is all about blending sound, design, and lifestyle, creating a culturally relevant audio experience that includes portable speakers and earbuds. At CES 2026, the company will showcase an expanded xboom lineup, featuring models like the Stage 301, Bounce, and Grab. These products aim to capture a slice of the remaining 25% of the party speaker and handheld portable audio market, where Samsung and its Harman subsidiaries currently dominate.
According to LG, the new range will introduce "AI-driven personalization and versatile styling." The lineup will further expand with models like the Stage 501, Blast, Mini, and Rock speakers, each designed for different listening environments and lifestyles, with artificial intelligence playing a central role.
"We are turning sound into a living, learning experience," says will.i.am. "With FYI.RAiDiO and AI personas, xboom by will.i.am speakers offer a glimpse into a new way of enjoying audio through an inspiring cultural connection with AI."
Lee Jeong-seok, head of LG's Audio Business, emphasizes that the collaboration continues to drive LG's vision for intelligent and expressive sound. "As we move into 2026, portable audio will remain a key growth driver for LG, combining refined performance, AI innovation, and design that reflects what consumers value most."
But here's where it gets controversial: In Australia, a crucial question remains unanswered: How does LG plan to compete directly with traditional audio retailers? The company's CES messaging notably lacked a clear strategy to challenge Samsung's dominance across the premium, affordable-premium, and value audio segments. Samsung's scale, brand depth, and channel power are formidable.
What do you think? Will will.i.am's influence be enough to propel LG to audio success? Do you think LG's AI-driven approach will resonate with consumers? Share your thoughts in the comments below!
