Samsung Electronics Co. has struck an official partnership with the K-pop phenomenon BTS to leverage the group’s massive global appeal in promoting its Galaxy smartphones and other mobile gears.

The Korean tech giant said Wednesday it will take its collaborations with the septet further, having already backed the global contemporary art project called “CONNECT, BTS” led by the superstar boyband.

Inspired by BTS’ core philosophy of diversity, love and care, the art project connects five cities and 22 artists with an aim to create a “collective experience” that could open up a “new communication between art, music and people.” Exhibitions rolled out sequentially in London, Berlin, Buenos Aires, Seoul and New York last month and will run through March.

Galaxy phone users that download the augmented reality (AR) docent app can have the art pieces explained to them by one of the three BTS members - RM, Jin or Jungkook – and even take a photo with them, Samsung Electronics said.

For the exhibitions in Seoul and New York, Samsung has also installed a media façade using Galaxy phones.

The company didn’t elaborate on the details of the future partnership, but said it would go beyond the typical celebrity endorsement deal. “We plan to carry out various collaborations that tie in BTS activities with Galaxy phones,” a Samsung spokesperson said.

BTS is slated to drop their new album “Map of the Soul: 7” on Feb. 21.

By Pulse

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