John Legend and Bang & Olufsen Will Collab on Performances and Listening Rooms

John Legend knows that it’s important what you put your name on.

A career that stretches back nearly three decades, during which he has become one of the defining R&B stars of this era, has taught the EGOT winner that it really matters who you partner with—in the studio and the boardroom. Legend knows that his fans trust him, making it important that he only collaborates with people and groups that he can find common ground with.

“It’s about making sure our values are aligned, our intentions are aligned, our aesthetic is aligned,” the ‘Ordinary People’ singer recently told Robb Report. “All those things need to feel right. Your audience can tell when it feels forced and fake. And I never want it to feel that way.”

That’s why Legend has chosen Bang & Olufsen for his next big collaboration. Starting today, the musician is joining the Danish audio company as its new global brand ambassador and will spend the next two years helping it spread its Beautiful Sound philosophy to the world.

Even before the partnership, Legend was a Bang & Olufsen owner. The musician, who talks fondly of the stereo system his family had when he was younger—it had a “record player, a cassette player, and an eight-track all combined into one”—is a big fan of the brand’s trademark warm and full soundstage, one he says you can really feel.

The 13-time Grammy winner has even equipped the piano bar in the Beverly Hills home that he, wife Chrissy Teigen, and their four children live in with the company’s speakers. They’re not quite as accurate as the professional-grade setup at his West Hollywood studio, but they’re the next best thing, which has made the bar the go-to space for Legend to listen to music when he’s away from work. He’s also fond of the timeless look of its products, noting that this helps them become an important part of your space.

The musician, who is currently on tour in Europe, is also a firm believer in the company’s headphones, in particular its flagship model (and past Audio Award winner), the H100. “I travel a lot, so my headphone experience is very important for me,” he explained. “And I’m all about the over-ear headphones. I want to be enclosed. I want people to know I’m listening. It’s my way of saying: ‘Excuse me, I’m in my own space.’”

Legend hasn’t just partnered with Bang & Olufsen to talk up its products, though. Over the next two years, he’ll also present curated performances and participate in other storytelling efforts aimed at highlighting how the most beautiful music is born of craftsmanship. He also teased one aspect of the partnership that his fans should be excited about.

“When I have new music, we’ll do some listening rooms and listening sessions around the [material],” he said.

This story was originally published on Robb Report USA.

Photos: Bang & Olufsen