The success of Samsung’s The Frame TV has encouraged the company to make more products, which too are aesthetically pleasing. Samsung is extending The Frame’s branding with the new Music Frame, which has just been introduced in India.

Music Frame is not a TV but has the same design philosophy as The Frame. It’s a music speaker — originally announced at CES 2024 — that can be paired with, say, a Samsung TV. It has built-in woofers, or bass speakers, and intelligent audio processing for what Samsung calls a “premium audio experience”. There are waveguides to help spread the sound far and wide in a room. It can be used either in Wi-Fi or Bluetooth mode. There is support for Dolby Atmos. With Samsung SpaceFit technology, it can also calibrate your audio to your environment.

There is also the option of sliding in your own eight-by-eight-inch photos or order prints through a third-party vendor. And you can change the look of the frame with customisable bezels.

Who is Music Frame for? Anybody who likes “invisible tech”. With The Frame TV, when it’s switched off, all you see is a beautiful painting and it can be kept anywhere in the room. The same goes for Music Frame. You can keep it on, say, the bookshelf and people may think it’s a chic photo frame.

Samsung is not the only company that is trying to do something out of the box. Sonos and IKEA have both tried it with varying degrees of success.

In case you have a mid-size room, the wireless speaker can easily fill up the same. To get the maximum out of the speaker, pair up a couple of them.

The Music Frame can also work as a SmartThings hub with a SmartThings USB dongle, allowing it to control and monitor various Samsung smart home devices.