Global music icon, entrepreneur, and nine-time Grammy Award winner will.i.am arrived in Manila to present his collaboration with LG Electronics: the LG xboom by will.i.am. The AI-powered speaker lineup represents the fusion of his creative direction with LG’s engineering expertise, with will.i.am officially taking on the role of Experiential Architect for the brand.
The Collaboration
Known worldwide for his work as a musician and as a boundary-pushing innovator, William Adams—better known as will.i.am—has built a career at the crossroads of sound, style, and technology. In addition to shaping global pop music, he has also developed AI-driven platforms like RAiDiO, cementing his presence in the technology space. His role with LG is a continuation of that trajectory: a collaboration rooted in shared values of innovation and creativity.
“The experience is everything — from the first touch to the first sound,” will.i.am explained. “There has to be a cohesive experience throughout.”
During the development process, he was hands-on with details that extended far past aesthetics. He examined packaging materials, the texture of printed ink, and even the sonic cues that play when a device powers on. The xboom speakers, for example, start in the key of G. “Because it’s LG: lower G,” he joked.
LG’s Perspective
Yongwoo Park, LG Philippines Product Director for Media Solutions, emphasized how the partnership reflects LG’s philosophy. “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 added: “This partnership embodies LG’s mission to create innovations that go beyond functionality, inspiring people to live, create, and connect in meaningful ways. 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.”
A Personal Connection
According to will.i.am, the collaboration was a natural fit. “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.”
He described how surreal it felt to merge his lifestyle with a brand he already used at home. “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. 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 Lineup
The lineup includes four products designed for different lifestyles and uses:
- Stage 301 – With room-filling sound and karaoke-ready mic controls, this model earned high praise from singer Mix Fenix for its powerful, performance-level audio.
- Bounce – Compact and dynamic, with dual passive radiators delivering punchy sound.
- Grab – A lightweight, tube-shaped portable speaker built for travel and durability, resistant to water and sand.
- Buds – True wireless earbuds featuring clear, immersive sound with advanced noise cancellation.
During the showcase, LG demonstrated the durability of the Bounce and Grab by fully submerging them in water and partially burying them in sand — the music kept playing without interruption.
Designed with Intention
will.i.am stressed that his role went beyond lending his name. “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 also collaborated closely with LG’s sound engineers to ensure consistent EQ, balanced bass, and harmonious sound across the lineup. “What key should all the sounds be in?” he asked, before answering his own question with the power-on tone choice.
“The experience is everything — from the unboxing to the first sound,” he added.
Local Voices
Filipino personalities helped highlight how the speakers fit into everyday life. Actors John Prats and Isabel Oli-Prats explored the lineup during the event, while Denise Laurel asked how the collaboration 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 replied. “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.”
Laurel then connected the Stage 301 to Filipino culture: “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.”
TV personality Eric “Eruption” Tai reinforced the importance of music in Filipino gatherings, reflecting on its deeper role in connection and celebration. His remarks prompted will.i.am to expand on the subject.
“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.”
A Message for the Philippines
will.i.am also turned the conversation 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 closed the event by stressing that great audio isn’t only about volume or bass. It is 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.”
LG’s Commitment
The Manila launch reinforced LG’s mission to combine innovation with cultural relevance. With will.i.am’s influence shaping the xboom AI line, LG underscored its belief that technology can serve as a bridge for creativity, connection, and inspiration.
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/audio/xboom and stay connected by following LG Philippines (@lgphilippines) on https://www.linkedin.com/company/lg-electronics-philippines-inc/, www.facebook.com/LGPhilippines/, www.instagram.com/lgphilippines/ and www.tiktok.com/@lgphilippines.
