MORROR ART Unveils Transparent Lyric Speaker A2, Advancing "Electronic Home" Strategy

Chinese original music technology brand MORROR ART launched its fully transparent lyric speaker, the A2, on July 28th, priced at 3899 yuan and available through all domestic sales channels. A related overseas product, SonicGlass, previously exceeded $1.2 million in crowdfunding on Kickstarter within approximately 30 days. The A2 introduces significant upgrades over its predecessor, the A1, focusing on three key areas. Firstly, the transparent design is enhanced with a high-transparency glass enclosure, transparent speakers, and dual 21.5-inch FHD TFT transparent display panels, visualizing both the sound-producing and display components. Secondly, the acoustic system has been upgraded, featuring an 11.5-liter sealed acoustic cavity, dual 4-inch full-range drivers, and a German Schott ultra-thin glass diaphragm, all tuned to highlight vocal details and sound layering. MORROR ART acknowledges past cost limitations affecting acoustic investment but is committed to continued improvements as product price points rise, evidenced by the A2's new Wi-Fi connectivity for better audio transmission. The most notable advancements are in software and content: the A2 includes AI MV, which generates dynamic visual scenes based on song characteristics, and MORROR Radio, offering curated music content with narrative context akin to a traditional radio host. Both software and content will receive OTA updates, with plans to integrate celebrity collaborations into MORROR Radio within the year to boost engagement. MORROR ART positions the A2 as the formal realization of its "music visual system," aiming to go beyond simple lyric display to encompass visual storytelling, emotional interpretation, and contextualized listening experiences. Founded in 2020, MORROR ART initially entered the market with transparent lyric speakers and has since expanded into various product lines, including wall art speakers and smart music hubs. The company defines itself not as an audio company, but as an "electronic home" brand, integrating music into diverse home forms like wall art and nightstands. MORROR ART currently offers about 9 SKUs, projecting 500 million yuan in domestic sales by 2025, with over 80% from online channels and a user base that is approximately 70% female. Future plans include expanding to over 20 SKUs, covering price points from 1,000 to nearly 20,000 yuan, and targeting various home spaces. The brand also intends to increase offline presence in key cities through lifestyle stores and designer channels. MORROR ART seeks to differentiate itself from traditional audio brands by focusing on a series of distinct, scenario-based "home works" rather than aiming for a single blockbuster product, aiming to occupy a niche between consumer electronics and home furnishings. The success of this strategy hinges on the brand's ability to maintain product definition excellence amidst expansion and to cultivate genuine user loyalty through its visual music content.