Monster, Beats by Dr. Dre to split up, but first: new headphones
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Beats Electronics and Monster Cable Products, two companies that together defined the current $1-billion headphone industry with the Beats by Dr. Dre line, are parting ways at the end of the year.
But before the two become competitors in a segment of consumer electronics that is just as much about fashion as it is technology, a wave of new Beats by Dr. Dre headphones and boom boxes (built by Monster) will hit store shelves.
At the Consumer Electronics Show in Las Vegas last week, I caught up with Jimmy Iovine, Beats Electronics’ chairman and CEO of Interscope Geffen A&M Records, to talk about what products the Beats brand had planned for 2012 (you can see our interview in the video above).
First up will be the new Mixr headphones, designed by Grammy-winning producer and DJ David Guetta. The Mixr is a lightweight and strong design -- I twisted and bent the headband, and it returned to form and never felt week -- that offers the bass-heavy sound Beats is known for. At $279, the Mixr is set to hit U.S. stores in early February in black and white. They’re already available in Europe.
February will also see a wireless release of the Solo headphones, also priced at $279. And due in mid-September are the $349 Executive headphones, which bring a sleeker and more understated look with a leather headband and aluminum ear cups.
Iovine was also proud of the new BeatBox, a follow-up to the first-generation (and much less portable) BeatBox, which will sell at a price of $399. A release date hasn’t yet been set for the new battery- or AC-powered BeatBox, which plays music from smartphones and MP3 players docked on the speaker setup.
Since launching in 2009, Beats has teamed with Justin Beiber, Lady Gaga and Sean ‘Diddy’ Combs for artist-sponsored headphones. The Mixr is the only artist-specific set of headphones planned for 2012, Iovine said.
But this year we will see more HTC smartphones paired with Beats headphones as a result of HTC purchasing a $300-million stake in the audio company late last year, he said. And Beats speakers will be found not just in the Chrysler 300, as they were in 2011, but also in the Dodge Charger. And, as we saw at CES, Beats speakers are making their way into more HP laptops this year too.
After the Monster manufacturing deal expires at the end of the year, Beats plans to go out on its own, Iovine told my colleague Gerrick D. Kennedy on our sister blog Pop & Hiss. Despite reports to the contrary, Iovine said, the split was always the audio start-up’s intention.
‘It was always planned. It was always a five-year deal,’ Iovine said. ‘It was a manufacturing distribution deal. We were with Monster for headphones and speakers. It was always a plan to turn into a freestanding company.’
-- Nathan Olivarez-Giles