Samsung’s ‘Simple, Así’ Song: A Music Festival Experience and Engagement Strategy for Younger Audiences

Samsung’s virtual influencer SAM debuts new musical theme at Latin American music festivals

Samsung has launched a new song called “Simple, Así” at four major music festivals in Latin America in March. The song highlights the features of Galaxy AI, Photo Assist, Live Translate, and Circle to Search with Google, which are all integrated into the new Galaxy S24. As the official sponsor of Lollapalooza Brazil and Argentina in 2024, as well as the Estéreo Picnic festival in Colombia and Asunciónico in Paraguay, Samsung presented the song performed by their digital influencer, SAM.

Samsung’s involvement in these cultural events provides an opportunity to promote the new song and engage with younger audiences authentically through music. The company aims to create a unique experience for its audience by transcending digital and physical barriers, particularly among the younger generation.

In addition to premiering the song at these music festivals, Samsung will also present an exclusive choreography of the song on its social media platforms as part of its strategy to connect with younger audiences. This new theme showcases the capabilities of Galaxy AI technology in the Galaxy S24 series to simplify tasks like photo editing, object searching during video playback, and call translations into multiple languages.

Arthur Wong, senior director for Samsung’s Latin American division, expressed his excitement about connecting with young generations through music: “We want our audience to be able to connect with our brand on a deeper level than just seeing it on their phones or TV screens.” The four main music festivals where Samsung will premiere “Simple, Así” include Lollapalooza Argentina, Lollapalooza Brazil

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