The BTS member begins a new chapter as Nothing’s global brand ambassador, starring in a campaign that brings together music, technology, design and visual experimentation.
V of BTS has added another major international project to his career. The South Korean artist, whose full name is Kim Taehyung, has been named the new global brand ambassador for Nothing, the technology company that has made transparent design and a futuristic aesthetic two of its defining signatures.
The partnership begins with a campaign photographed in Seoul by Dorothea Sing Zhang, in which V introduces the Headphone (1) Pro, Nothing’s new premium over-ear headphones. However, the collaboration will not be limited to a single launch. The singer also appears alongside other devices from the company, including the Ear (3a), Headphone (1), Headphone (a) and Ear (3), signalling a broader, long-term relationship between the two.
For this first project, Nothing has created a visual universe centred around movement, experimentation and creative expression. The aim is to connect V’s artistic personality with a product philosophy in which industrial design and technology are presented as part of the same experience.
The references chosen to shape the campaign are particularly revealing. The brand drew inspiration from music videos and moving-image works in which movement completely transforms the visual experience. Among them are Virtual Insanity by Jamiroquai, Singin’ in the Rain by Gene Kelly and various works by Spike Lee.
There is also a historical reference to the sequential photography of Eadweard Muybridge, a pioneer in the visual study of movement. That influence is translated into the campaign through layered images of V, creating the impression that the artist is moving within a single composition.
Music also played a fundamental role in developing the concept. Nothing wanted a track capable of reflecting Kim Taehyung’s versatility, with his musical identity having demonstrated a particular affinity for sounds such as jazz. During the creative process, tracks by George Michael and Spandau Ballet were considered, before the team ultimately chose Tom’s Diner by Suzanne Vega.
The campaign coincides with the launch of the Headphone (1) Pro, described as Nothing’s most advanced audio product to date. The headphones feature a three-driver architecture designed to separate bass, midrange and treble reproduction. The system combines a 40mm bass driver with dedicated midrange and treble units, delivering a frequency response ranging from 20Hz to 40kHz.
The company has also introduced its most powerful active noise cancellation system yet, supported by ten microphones. The headphones offer high-resolution audio and LDAC compatibility, as well as a Flat EQ mode developed with London’s Metropolis Studios for listeners seeking a more neutral sound. Dynamic Spatial Audio is also included.
Aesthetically, the new headphones retain Nothing’s recognisable industrial design language, combining visible components, glass panels and metallic details. Alongside wireless playback, they support wired listening through a 3.5mm connection and USB-C. Battery life reaches up to 68 hours with active noise cancellation switched off.
