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Will.i.am’s Next Big Movement: AI-Powered Audio for the Masses (and Some Cool Speakers Too)
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Of all the new products and innovations unveiled at CES 2025, one of the buzziest — and indeed, loudest — launches came from will.i.am, who partnered with electronics giant LG on a new line of speakers and earbuds.
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Dubbed the “xboom by will.i.am” collection, the new drop was introduced at LG’s official press conference at CES, which was followed by a party at Fontainebleau Las Vegas’ LIV Nightclub, that brought out the likes of Jason Derulo and Hit Boy to celebrate the musical collaboration.
The “xboom by will.i.am” line features three speakers and a pair of wireless earbuds, each professionally tuned by the Grammy-winning producer himself. Will also worked with LG on everything from the packaging design down to each product’s specific features. To wit: the musician personally remixed and composed the sound effects you hear when the speakers turn on and off.
The new products are also built with “next-level” AI capabilities, with the ability to analyze the audio being played to automatically adjust sound to best match the song’s melodies and rhythms, as well as your listening space. As part of the new collaboration, xboom speakers will have a dedicated button for users to instantly connect to will.i.am’s RAiDiO.FYI platform, which offers “infotainment content” that’s tailored for each listener by an AI Radio Host.
Will says he jumped at the opportunity to not only amplify his work in AI, but to also put his own spin on some seriously high-tech gear.
“When it comes to audio products, I’ve always been super territorial,” he tells Rolling Stone. “When I met with LG, they said, ‘We want to call these [speakers] the ‘xboom by will.i.am,’ and I was like, Are these products finished? How could they be by will.i.am if they’re already done?’ But they said, ‘No, these are sketches.’ So then I got excited and started thinking, ‘How far can I go to improve them to make them even more perfect?'”
Of course, the creative entrepreneur and founder/CEO of FYI has long been at the forefront of audio technology, having been an early partner in Beats by Dre. And while LG is perhaps better known for its television sets rather than speakers, Will says he sees the LG partnership in a similar light.
“These guys make the best stuff of earth, and so the fact that they’re now getting back into audio, why not work with the best to innovate?” he says. “And I love how this is a first step back for me into hardware. There’s a void post-Beats,” he explains, “and Beats was more than a consumer electronics brand — it was a movement. And that’s what we’re about to do with LG.”
Part of what drew will.i.am to this project was the integration of AI, something he has long championed both in his musical career and technological pursuits. After Apple acquired the Beats brand, Will briefly launched his own audio line, “Buttons,” before operations stalled during the pandemic (“I stopped doing hardware, because during COVID, procurement was a mess,” he explains). He quickly pivoted to software and building FYI (“Focus Your Ideas”), developing what he’s called a “new type of media information company.” Their focus: using AI to increase productivity, precision and personalization for the creative community.
Will’s touches abound throughout; unlike the monotonous hum of “Siri” or “Alexa,” FYI’s AI radio hosts actually feel personable, like best friends gabbing about their favorite song or podcast. Will demoed the technology at CES and drew laughs from the crowd as he conversed with one of the hosts, asking her to do everything from greet the crowd (“Wassup y’all?”) to breaking down top CES 2025 trends (unsurprisingly, AI was one of them). While some consumers remain skeptical of artificial intelligence, will.i.am insists the technology is only going to enhance our entertainment experience.
“Hollywood did an awesome job scaring the shit out of people on AI and then the tech companies didn’t do the best job educating people on what AI is,” he says. “But we’re already in an AI universe. When you’re texting and spellcheck magically makes us spell correctly, that’s AI,” he explains. “There’s some version of AI on your Instagram feed and TikTok feed too; when it’s populating based on your engagement and reading where your eyeballs are? That shit is nothing but AI.”
For will.i.am, the AI integration within his new LG line is just another way he’s helping to customize — and democratize — culture. “It’s about giving people and empowering people with products and services that they want,” he says. And with the AI radio integration in the xboom speakers, it’s also about tailoring recommendations to give people something they didn’t know they wanted. “It’s just like your [social media] feed,” Will explains. “And you’re gonna love it. It’s gonna be awesome.”
The “xboom by will.i.am” collection will hit retailers later this year, replacing the current xboom lineup. The collection launches with the retro-styled “Bounce” portable speaker (above); the “xboom Grab,” which boasts a whopping 20 hours of playtime in a tumbler-sized setup; the “xboom Stage 301,” inspired by the speakers used by musicians on stage; and the “xboom Buds,” which are LG’s latest iteration of noise cancelling earbuds.
The new products pair with both iOS and Android operating systems and are designed for both casual listeners and audiophiles alike (will.i.am says the products were inspired by LG gear in his recording studio, though he sees the portable speakers resonating with “sneaker culture” as well). The “LE Audio Auracast” feature lets users connect multiple xboom units together for synchronized audio output, for an immersive listening experience. LG says the products deliver “an expanded soundstage, surrounding listeners with enhanced clarity and depth.”
The new LG collaboration comes ahead of Black Eyed Peas’ new Vegas residency at Planet Hollywood, where they will debut an AI member named Vida. Just like the xboom speakers, will.i.am promises the AI component of the show will surprise fans when they see it, teasing an “emotional connection.”
“It’s hyper interactive, meaning it’s not just some CGI on the screen,” he says, adding that “Vida” will actually be able to respond to the music, lights and crowd, offering a different experience each night.
A new audio collection, a thriving tech company and now a new residency? Could a well-deserved vacation be next?
“No way,” Will insists. “I would literally go freaking bonkers sitting around doing nothing. I get my joy out of this.”
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