RM of BTS Joins Samsung Art TV as Global Ambassador

RM of BTS Joins Samsung Art TV as Global Ambassador

A Global Star, A Personal Connection to Art

Samsung’s newest cultural move goes beyond screens and specs. On June 17, 2025, the tech giant officially named RM of BTS as the global ambassador for Samsung Art TVs. It’s more than just a celebrity partnership. This is about the intersection of creativity, technology, and cultural appreciation, with one of the world’s most thoughtful artists taking center stage.

RM—real name Kim Namjoon—isn’t new to the art conversation. Whether he’s walking quietly through the halls of the Guggenheim or posting his latest trip to a gallery in Seoul, he brings art into global consciousness with intention and warmth.

Now back from his mandatory military service in Korea, RM is stepping into the art world again, this time with Samsung. His appointment marks a symbolic and strategic shift in how modern tech brands are approaching storytelling and emotional resonance.

Samsung Art TVs: Where Screens Become Canvases

Samsung’s Art TV line isn’t your typical living room fixture. These are 4K display televisions designed to merge high-tech functionality with the sophistication of digital art exhibitions. At the heart of it is the Samsung Art Store, a digital subscription service that gives users access to over 3,500 high-resolution masterpieces—from Van Gogh to Basquiat, all rendered in stunning clarity.

With RM’s new role, Samsung is taking this platform into more personal territory. Users won’t just be choosing from preset collections. They’ll soon be able to explore RM-curated selections, with commentary and reflections from the artist himself. It’s an invitation to view art through his lens—literally and emotionally.

As Hun Lee, EVP of Samsung’s Visual Display Division, puts it, “RM’s passion for art and culture deeply resonates with our vision to make art more accessible through technology.”

Art as Identity: RM’s Influence Goes Beyond Music

From his debut with BTS to his critically acclaimed solo work, RM has always shown a cerebral and creative edge. But what sets him apart, particularly in this collaboration, is his genuine love for fine art.

He’s supported exhibitions, met with artists across continents, and even helped increase attention on Korean contemporary artists through quiet advocacy. His Instagram posts alone have sparked traffic at under-the-radar galleries.

With Samsung, that personal curation becomes public. On the Samsung Art Store, viewers will hear from RM—his thoughts on brushstrokes, composition, color theory, and emotion. It’s not a lecture. It’s a conversation. A chance to pause and consider.

And it’s coming from someone whose influence travels globally, yet whose interest in art remains deeply personal and reflective.

A Presence at Art Basel

To kick off his ambassadorship, RM is set to appear at Art Basel in Basel, Switzerland, one of the most prestigious art fairs in the world. Here, he’ll host a special session, offering his views on art collecting, the role of contemporary visual storytelling, and why art should belong in everyday life.

His presence in Basel goes beyond celebrity. It’s Samsung’s clear signal that technology brands can stand alongside galleries, curators, and collectors when they bring something authentic to the table.

Expect exclusive highlights and behind-the-scenes footage to be released via the Samsung Global Newsroom, adding an editorial layer to what will undoubtedly be one of the year’s most watched brand-artist partnerships.

Technology Meets Emotion

Samsung has made strides in turning tech into something more than circuitry. With the Art TV platform, they’re saying your living room screen doesn’t need to default to black. It can become a constantly evolving gallery, blending digital precision and emotional ambiance.

Add RM’s commentary to that? You get something even more powerful—a screen that not only shows you art but invites you into a shared perspective on it.

For RM, it’s about breaking down barriers. “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,” he said.

That kind of statement doesn’t feel rehearsed. It feels lived.

Bridging the Fanbase and the Fine Arts

Perhaps one of the most intriguing parts of this partnership is the bridge it builds between BTS fans—ARMY—and the global art community.

These two groups aren’t as different as they may seem. Both are driven by passion, storytelling, and beauty in expression. With RM guiding the way, Samsung is empowering millions of fans to engage with visual art not as outsiders but as participants.

Through Samsung Art TVs, anyone can experience curated visual art from major museums or independent creators—enhanced now with RM’s thoughtful commentary. Whether you’re an art student, a BTS fan, or someone just entering the visual space, this platform suddenly feels more accessible. More conversational.

The Future of Cultural Technology

Samsung and RM are tapping into a wider cultural shift—where technology becomes not a barrier to human connection, but a facilitator of it. Through high-fidelity screens and immersive digital galleries, art becomes part of the daily routine rather than the occasional museum visit.

And with ambassadors like RM, the conversation shifts from tech specs to the reasons behind the art—why it moves us, how it shapes our memory, and where it fits in our lives.

This isn’t just about turning on a TV. It’s about turning on awareness.

For more information, visit www.samsung.com.