Samsung is making a bold move into the party speaker market with the launch of a new range of Samsung-branded Sound Towers, aiming to compete in the space dominated by parent company Harman’s JBL PartyBox, which currently holds over 75% of the market.

About a decade ago, Samsung briefly dabbled in party audio with its Giga line and has also sold headphones in the past. Now, with Harman set to complete its acquisition of Masimo Consumer—bringing brands like Polk, Denon, and Bowers & Wilkins under its umbrella—Samsung is looking to strengthen its position in the audio sector.

The new lineup, unveiled at IFA 2025, features two visually striking Sound Towers, designed to combine high-quality audio with dynamic lighting effects: the ST50F and ST40F. Both models showcase a large LED “racetrack-style” light strip across the front, with additional LED accents around the tweeters, edges, base, and handle. Users can choose from six dynamic lighting patterns and five mood presets, ensuring a visually immersive party experience.

The ST50F delivers 240W of output, 18 hours of battery life, and integrated wheels for portability, while the ST40F produces 160W and features a built-in handle for easy transport.

“The new Sound Tower sets a new standard in how consumers experience entertainment in both indoor and outdoor settings,” said Hun Lee, Executive Vice President of Samsung’s Visual Display Business. “With customisable lighting effects and an upgraded form factor that produces fully encompassing sound, it underscores Samsung’s commitment to providing innovative audio solutions for the diverse lifestyles of customers.”

Key Features

Ring Light: LED highlights around the tweeters for striking visual impact

Line Lights: Perimeter lights framing the speaker for mood-setting effects

Crystal Lights: Positioned at the base for an energising atmosphere

Handle Light: Illuminates the control panel and supports tablets or smartphones

Both models also include DJ Booth and Karaoke modes, plus a guitar input, allowing any space to transform into a live stage.

Portability Meets Performance

Designed for versatility, the Sound Towers feature bold geometric designs, integrated lighting, and transport-ready builds. Samsung’s Grip & Roll design makes moving the speakers effortless:

ST50F: Telescopic handle and wheels for easy mobility, 6.5” dual woofers, 25mm dual dome tweeters

ST40F: Integrated handle, 5.25” dual woofers, 20mm dual dome tweeters

The Samsung Sound Towers will roll out globally starting today, with an Australian release scheduled for 2026.