Samsung’s ‘Simple, Así’: Connecting with Younger Generations through Latin American Music Festivals and New Technology

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

Samsung has recently launched a new song titled “Simple, Así” at the four major music festivals in Latin America that took place in March 2024. The song was performed by Samsung’s digital influencer, SAM, and showcased the capabilities of Galaxy AI technology integrated into the new Galaxy S24.

As the official sponsor of Lollapalooza Brazil and Argentina as well as Estéreo Picnic festival in Colombia and Asunciónico in Paraguay, Samsung presented an exclusive choreography of the song on its social media platforms. This strategy aimed to connect with younger audiences and create a unique experience for them.

Arthur Wong, Samsung’s senior director for Latin America, shared that the company wants to engage with younger generations authentically through music. These cultural events provide an opportunity for Samsung to promote its new song and connect with its audience in a meaningful way.

The four main music festivals where Samsung premiered “Simple, Así” were Lollapalooza Argentina, Lollapalooza Brazil, Estéreo Picnic in Colombia, and Asunciónico in Paraguay. The song showcased features such as Galaxy AI, Photo Assist, Live Translate, and Circle to Search with Google integrated into the new Galaxy S24 series. These features simplify tasks such as photo editing during video playback and call translations into multiple languages.

Overall, Samsung’s involvement in these cultural events provided an opportunity for the company to connect with younger generations authentically through music while also showcasing its latest technology offerings.

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