Samsung releases ‘Open Always Wins’ anthem in collaboration with TXT

Samsung is spreading its “Open Always Wins” message with a new anthem created in collaboration with the popular K-pop boy band TXT. The video for the anthem was released on YouTube today, and you can watch it below.

This collaboration with TXT was teased a few days ago.

Samsung collaborates with K-Pop boy band TXT for ‘Open Always Wins' anthem

The South Korean firm has released a new single called “Open Always Wins” to spread the message of the “pursuit of goals with an open mind, echoing Galaxy’s own core values of openness.” It is an alternative rock track featuring lyrics penned by TXT members SOOBIN, YEONJUN, TAEHYUN, and HUENINGKAI and sung by everyone in the band.

The lyrics reportedly feature TXT members' own experience of openness.

The music video shows TXT members preparing for a performance and capturing their moves using the Galaxy Z Flip 6's camera. The new flip phone is prominently visible in the whole music video. It also features appearances from Team Samsung Galaxy athletes celebrating their achievements in various sports.

The anthem's music video is now available on Bugs, Flo, Genie, Spotify, Melon, Vibe, and YouTube Music. Samsung is also opening the “Open Always Wins” Dance Challenge to encourage fans around the world to show their support for their favorite athletes ahead of the Paris 2024 Olympics.

Jamie Park, VP & Head of the Experience Marketing Group at Samsung MX, said, “We are proud to have collaborated with our Galaxy Ambassadors, TOMORROW X TOGETHER, to create a brand anthem that encapsulates the spirit of openness authentically. We hope it inspires listeners to embrace openness in their own lives, and the experiences and opportunities that come with it.”

With its Open Always Wins message, Samsung is trying to slyly target Apple, which has a closed ecosystem. In contrast, Android, which Samsung uses, has a relatively open ecosystem. Google and Samsung are trying to spread the message that openness should be the way forward.

Samsung launched the Galaxy Z Flip 6 and the Galaxy Z Fold 6 last week at the Galaxy Unpacked 2024 event in Paris. The company is trying to attract the Gen Z crowd with the Galaxy Z Flip 6 and geeks and professionals with the Galaxy Z Fold 6.

Both phones are now available for pre-order in most markets worldwide and will be available in stores starting July 24, 2024.