Samsung’s The Frame TV has enjoyed huge success in recent years because it blends into the home in a way that’s much more aesthetically pleasing than the drab black rectangles you get from conventional TVs. With customizable bezels (including stylish wood options), a matte screen, and a huge collection of renowned artwork that appears on The Frame’s display when it’s idle, it pulls off convincing double duty as a design piece. It has become the TV for people who don’t want their TV to look like a piece of technology.

For 2024, Samsung is extending The Frame branding with the new Music Frame. This version isn’t actually a TV at all; it’s a music speaker. It’s fair to think of it as Samsung’s version of the Sonos / Ikea Symfonisk frame speaker. There’s a physical print on the front; Samsung says this will be customizable when orders go live. (And yes, you’ll be able to use the Music Frame for surround sound audio if you pony up for any of Samsung’s brand-new 2024 TVs like that anti-glare OLED.)

“This customizable speaker seamlessly blends into its environment by camouflaging as a modern picture frame that can display art or photography,” Samsung’s press release says. “It features built-in woofers along with intelligent audio processing for a premium audio experience. Using Q-Symphony technology, it provides surround sound when paired with 2024 Samsung TVs and soundbars or can operate as a standalone wireless speaker.”

More specifically, the Music Frame contains two woofers, two tweeters, and two mid-range drivers, plus waveguides to help spread the sound far and wide in a room. It can be used either in Wi-Fi or Bluetooth mode. And yes, there’s a (very thin) power cable that’ll need to run down the wall to an outlet.

The company hasn’t yet shared pricing information for the Music Frame — the Sonos / Ikea frame speaker costs $259.99 — but I’d expect Samsung’s new speaker to start shipping alongside the rest of the new TV and home theater lineup beginning in the spring.

Photography by Chris Welch / The Verge