Dive Brief: 

• LG Electronics is continuing its efforts to infuse digital spaces with positivity through a new campaign, “Radio Optimism,” that encourages consumers to connect with each other through music, per a press release.
• The campaign includes an interactive platform where consumers can respond to various prompts that will be interpreted using artificial intelligence tools to produce a unique musical piece, complete with album art, that they can send to friends and loved ones. 
• The effort seeks to combat the negativity felt within channels like social media that are often dominated by superficial interactions. The move, which also aligns with LG’s “Life’s Good” mantra, follows an “Optimism your feed” campaign from last year.

Dive Insight:

LG Electronics is addressing the challenges of living in a technology-driven world and encouraging genuine relationships with its latest campaign. The effort is inspired by a global study from LG on social connection that found 68% of people find it harder to make real friends, while a third reported having one or fewer meaningful connections within the past month. 

“Radio Optimism” is inspired by people’s inherent connection to music and storytelling, though it somewhat ironically uses the digital tools that may be driving wedges into personal connections. Inspired by traditional radio, the campaign features an interactive platform, accessible via microsite, that has been trained on a music dataset so users can create songs by leveraging AI.

To generate a song, users must enter their name, the name of the person they want to write the song for and a few details about why that person deserves a personalized tune. They can then choose the genre, with choices including punk, reggaeton, EDM and rap, and a style, such as melodic, romantic, or upbeat, and the AI tool will generate a song and cover art within minutes. The song can be downloaded or sent via link to the intended recipient, or played on the “Radio Optimism” website. Those who choose to have the song played on the site will get a prompt to know exactly when the song will run.

The website is available in English and Spanish, and the company has plans to support additional languages in the coming months to encourage broader participation. LG is a South Korean company that manufactures consumer and commercial products like TVs, home appliances and formerly mobile phones. 

The campaign is part of the company’s overall efforts to create more positive experiences in the digital spaces where consumers spend their time. Last year, the brand launched “Optimism your feed,” which encouraged users to interact with a playlist of uplifting content designed to spur the generation of more positive content by algorithms. The move was inspired by research indicating that social media is often a source of anxiety.