What's a sign of a celebrity's success? It's not just bagging awards, but also clinching commercial deals.
If K-pop boy group BTS's popularity is not evident by them bring trophies home and scoring appearances on American TV shows, surely their latest endorsement with LG is a testament to their ever-growing popularity.
The septet has just been appointed by LG as a "mobile partner" - which just means brand ambassadors.
According to the press release, the brand and the group will "collaborate on a diverse marketing campaign that reflects the uniquely colourful personalities of each of group's seven members".
These campaigns will be a series of TV and social media campaigns for the brand's mobile products. The collaboration will kick off with their upcoming flagship smartphone, the LG G7.
Kim Su-young, vice president and head of marketing for LG Electronics Mobile Communications Company, said in a statement: "BTS achieved international superstardom through raw talent, innovation and authenticity even though many gave them little chance of real success."
BTS currently enjoys massive fame worldwide, largely thanks to their unique brand of self-penned music. They have even collaborated with international musicians, including The Chainsmokers and Steve Aoki.
The K-pop group has conquered charts all over the globe, including the Billboard charts, and back in South Korea, they bagged the Daesang Award (the highest accolade given to artists) at Seoul Music Awards this year.
This article was first published on CLEO Singapore