Beats Electronics

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Beats Electronics, LLC

logo
legal form Limited Liability Company
founding 2006
Seat Culver City , California
management André Romell Young (co-founder) ; Jimmy Iovine (CEO, Co-Founder) ; Luke Wood (COO, President)
Number of employees 700 (2014)
sales 1.5 billion US dollars (2013)
Branch Audio technology , consumer electronics
Website www.beatsbydre.com
Status: 2014

Beats Electronics, LLC is an American audio equipment manufacturer with an affiliated music streaming service called Beats Music , headquartered in Santa Monica . The company mainly produces headphones under its own brand Beats by Dr. Dre. , named after the company's founder, rapper Dr. Dre .

history

It was founded in 2006. In the same year, a first prototype of a headphone can be seen in the music video of Eminem's song You Don't Know . The first product, the Beats by Dr. Dre Studio , however, wasn't launched until 2008. Initially, various headphone models were produced in cooperation with the electronics company Monster Cable Products ; the partnership ended in 2012. Since then, the products have been manufactured by the company itself.

On August 11, 2011, the Taiwanese technology group HTC acquired the majority in Dr. Dres headphone brand. In 2012 HTC sold 25 percent of the shares back to Dr. Dre and Jimmy Iovine.

On July 2, 2012, the online music service MOG was taken over. In September 2013 HTC withdrew completely from Beats, Young and Iovine bought some of them back, the rest is held by the investor Carlyle Group , which bought in for 500 million dollars.

On May 28, 2014, Apple Inc. announced that it was acquiring Beats Electronics for $ 3.2 billion. Young (Dr. Dre) made approximately $ 500 million on the sale, according to press reports.

Products

In addition to various headphone models from the Beats by Dr. Dre , the company also manufactures external speaker systems for HTC smartphones and equips HP computers . In addition, a special model of the 300 was presented in 2012 in cooperation with Chrysler, with a stereo system from Beats Electronics.

The following is a list of the products (excluding smartphone and computer technology):

Type Product name Endorser
headphone Beats Pro Dr. Dre , will.i.am , Nicki Minaj , Lil Wayne
Beats Studio Dr. Dre
Beats Studio 2 Dr. Dre
Beats Executive Dr. Dre
Beats Studio Wireless Dr. Dre
Beats Mixr David Guetta
Beats Solo HD Dr. Dre
Beats Solo 2 Dr. Dre
Beats Solo 3 Dr. Dre
Beats Studio 3 Wireless Dr. Dre
Beats Solo Pro Pharrell Williams , Billie Eilish
In-ear headphones Beats Tour Dr. Dre
PowerBeats LeBron James
Heartbeats Lady Gaga
urBeats HTC Corporation , Nicki Minaj
Beats X Dr. Dre
PowerBeats Pro Dr. Dre
speaker Beatbox Dr. Dre
Beatbox Portable Dr. Dre
Beats Pill Dr. Dre
Pink pill Nicki Minaj
Pill XL

Pill +

Dr. Dre

Test results

Stiftung Warentest tested 20 headphone models in April 2014. "The popular Beats by Dr. Dre Solo HD lands in third from last place. At an average of 152 euros, it is one of the most expensive models, but the sound is only satisfactory, and in the drop test it even performed poorly. "

Plagiarism

An investigation by Stiftung Warentest in 2014 revealed obvious plagiarisms of the popular Beats by Dr. Dre Solo HD found with significantly poorer product quality . The provider Beats Electronics has not commented on this suspicion, but points out on a website how counterfeit products can be detected. After the suspicion became known, the affected dealer reacted with a sales and shipping ban.

target group

The Beats by Dr. Dre is particularly popular with young people because of its brand name and its optimized bass sound. Targeted advertising is also carried out through product placement in numerous music videos and feature films.

Individual evidence

  1. Cooperation with Beats Electronics: HTC invests in better cell phone sound . Netzwelt, accessed on May 17, 2012.
  2. Kai Schmidt: HTC: 25 percent of the "Beats by Dr. Dre "shares sold . July 25, 2012
  3. Bass for $ 3.2 billion . In: Süddeutsche Zeitung , May 9, 2014
  4. Adam Satariano: Apple Near Buying Beats Electronics for $ 3.2 trillion. BusinessWeek, May 9, 2014, archived from the original ; accessed on April 18, 2020 (English).
  5. Dr Dre's Apple deal will make him the richest man in hip-hop . The Guardian; accessed on August 24, 2015
  6. Dr. Dre in the lead role | Apple produces its first series . Bild Zeitung, February 13, 2016
  7. Marketing move : Boom, boom at Chrysler . Spiegel Online , August 15, 2012
  8. Christoph Fröhlich: Stiftung Warentest checks headphones. Beats by Dr. Dre fail . stern.de
  9. Support - Safe Buying. de.beatsbydre.com; Retrieved June 25, 2014
  10. ↑ Suspected plagiarism in headphones from Beats - Wrong Dre? test.de , June 19, 2014; Retrieved June 25, 2014