Samsung has announced that it has signed BTS' RM (Kim Nam-joon) as the brand ambassador for its Art TVs. The South Korean firm has long been associated with the iconic K-pop boy band BTS, but after the mandatory military enlistments of the band's members two years ago, the partnership had taken a hiatus.

BTS is an inconic K-pop band partnered with Samsung several times to promote their Galaxy devices. Now, the South Korean firm has signed BTS member RM (Kim Nam-joon) as the official brand ambassador for its Art TVs. Since RM is a globally recognized art aficionado, this partnership makes perfect sense, and Samsung said that RM will curate content on the company's art TVs and offer his insights on those art pieces.

As a part of his new role, RM will appear at Art Basel, one of the world's most prominent art shows. It is held annually in Basel, Switzerland. RM will host a special session at the expo to share his thoughts about contemporary art, collecting art, and the significance of visual storytelling.

RM said, “As someone who finds deep inspiration and comfort in art, I’m honored to partner with Samsung to share my journey and love for visual creativity. Through this collaboration, I hope more people can connect with art in their everyday lives — just like I do.“

Samsung says this partnership will bring a fusion of art, technology, and pop culture to its Art TV lineup, which includes new QLED TVs, The Frame TVs, Neo QLED TVs, and Micro LED TVs. The 2025 models in these Samsung TV lineups have the Art Store pre-installed, and it has a library of over 3,000 world renowned artworks and paintings.

Hun Lee, executive vice president of Samsung's Visual Display (VD) Business, said, “RM’s passion for art and culture deeply resonates with our vision to make art more accessible through technology. We’re thrilled to welcome him as the ambassador for Samsung Art TVs, and we believe his voice will inspire a new generation to explore the world of art in meaningful, personal ways.“

Image Credits: Samsung