LG this morning introduced the UP3Flat, a screenless flash music player that aims to challenge the iPod shuffle while retaining LG's distinctive styling. Heavily influenced by the Chocolate phone line, the bar-shaped player emphasizes minimalism at the same time as it retains efficiency. The front face contains only volume controls and LED status lights; track navigation and other controls are placed discreetly on the side and give control over the player's extra abilities. LG adds that the player has its own safe mechanism for connecting to a PC, as the built-in USB connector is retractable and eliminates the need for an easily-lost protective cap or cable.

Playback support extends to MP3, OGG, and WMA songs, with battery life rated at approximately 10 hours. Voice recording through an internal microphone is also possible. LG currently sells the UP3Flat in 512MB, 1GB, and 2GB versions in China and Korea for prices beginning at $50. A full size image can be found after the jump.