MONST BEATS

Beats by  Dr Dre are a headphone line created by Jimmy lovine and Doctor Dre. Jimmy lovine, the former record producer and current chairman/CEO of Interscope Geffen A&M Records has always been obsessed with audio quality. Its no doubt, therefore, that lovine is frustrated with the cheap, low quality earbuds that dominate the headphone industry today.  Of all headphones bought in 2010, 70% cost less than $20 and headphones costing between $100 and $300 captured only 3% according to NPD Group. The Beats by dre line ranges from $120 for the iBeats earbuds to $450 for the Beats Studio Pro over-the-ear model.

"Any recording artist can tell you: There's nothing more important in capturing the emotion of a song than the quality of its sound." lovine and Dre's set out to retrieve high quality audio so that music lovers could enjoy music the way artists and producers intended. lovine wanted to do to headphones what Air Jordans did for sneakers. Jimmy and Dre partnered with the worlds leading manufacturer of high quality audio cables, Monster Cable, to develop the line. They also integrated style when they turned to design expert Robert Brunner at Ammunition Group, formerly the top design executive at Apple, to create Beats by Dr Dre look. Beats have a great design, cool look and are well made.

The line has expanded to include selected artists series including Lady Gaga's Heartbeats, Sean Diddy Combs Diddybeats, Justin Bieber's Justbeats and LeBron James' Power beats. Noel Lee, founder/CEO or Monster, says that it is the immense amount of star power behind the brand that makes them so successful. Given their higher price, Beats by Dre need to create value by having a greater cultural resonance than just high-end sound to make the sales. Beats by Dre have become a success, selling 1.3 million devices in 2010, doubling there sales from 2009.