Do not go gentle into that good night, old age should burn and rave at close of day; Rage, rage against the dying of the light, though wise men at their end know dark is right, because their words had forked no lightning they, do not go gentle into that good night.
Samsung asks BTS fans to put down their phones
A promotional image highlighting Samsung Electronics' Galaxy-centered fan experiences for the BTS "ARIRANG" world tour. Courtesy of Samsung Electronics
By Jhoo Dong-chan
The modern concert experience is often viewed through a six-inch screen, as fans prioritize capturing a digital souvenir over witnessing the live event. Now, in an unexpected twist, the world’s largest smartphone maker is asking K-pop fans to put their devices away.
Samsung Electronics said Friday that it will launch an interactive "Immersive Concert Culture Movement" at BTS’s highly anticipated June 12 stadium show in Busan. The program, part of a global partnership with the K-pop boy band's management agency, HYBE, encourages the audience to remain present during the performance while Samsung’s own photographers capture the crowd using the new Galaxy S26 Ultra.
The concert at the 53,000-seat Busan Asiad Main Stadium is part of BTS’ "ARIRANG" world tour, its first full-scale global outing since all seven members completed Korea’s mandatory military service.
To entice fans to look up, Samsung is leveraging the artificial intelligence (AI) built into its latest hardware. At an on-site experience booth open until 6 p.m. on concert day, international fans can type supportive messages in their native languages. The device’s generative AI will translate those notes into Korean in real time, broadcasting them on a massive LED screen before compiling them into a physical keepsake for the band.
The tech giant is also embedding itself deeper into the city’s fabric through "BTS THE CITY ARIRANG - BUSAN," a citywide festival transforming the southern port city into a corporate-sponsored playground. At The Bay 101, a waterfront venue hosting a fan zone called "Army Madang" — using the Korean word for courtyard — Samsung will run an AI-powered photo studio and serve as an official stop on a citywide stamp rally. Ten regional Samsung retail stores will also host interactive fan stations.
The campaign, which debuted last month in Stanford, California, will follow the tour to major stops including London, Toronto, and East Rutherford, New Jersey, where Samsung plans to distribute limited-edition, city-specific enamel pins.
"The emotion of a live performance grows when audiences engage in their own way," said Choi Seung-eun, an executive vice president at Samsung’s mobile division. Whether fans will willingly pocket their devices for the sake of mindfulness remains to be seen, but Samsung is betting that AI can fill the void.
This article was published with the assistance of generative AI and edited by The Korea Times.