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Beats by Doctor. Dre Announces Partnership With Trent Reznor, Hints at Mog’s Future

Beats by Doctor. Dre Announces Partnership With Trent Reznor, Hints at Mog’s Future

Jimmy Iovine, Doctor. Dre and us president Lenny Wood revealed the ex-Nine Inch Nails frontman was joining the company in a consulting role, and also talked plans for the buffering service acquired earlier this year.

Consistent with their far-reaching marketing skills, Beats by Dre knows how to throw a press event. In an event at the company’s shiny pop-up-turned-permanent store in Manhattan’s SoHo region, principals Jimmy Iovine, Doctor. Dre and us president Lenny Wood, along with VP of Marketing Omar Johnson and chief designer Robert Brunner thrown out three new products, but also expounded at length about the company, its history, its perfectionism and philosophy.

The main takeaways, beyond the release of the BeatsPill, the Executive headsets and upgraded in-ear headsets called urBeats (head here take a look at on those):

1) Trent Reznor has signed on with the company in a consulting role, upping its already high perfectionism; in a Facebook post he said: inch Some of you may have read that we have initiated working with Beats By Dre. For the past year I have indeed been involved with Dre, Jimmy Iovine, Lenny Wood, and all of those other team on a number of very interesting projects that will quickly emerge next year. I have been wanting to experiment and focus my energy and creativity in some different directions, and Beats has afforded me that very opportunity. The process has been challenging and fascinating and as much as I’d like to quickly go over the things we’ve thought up… I recently can’t. Not yet… (I can tell you it’s most likely not what you’re expecting! )#)”

2) The company has “very big plans, inch Wood said, for Mog, the buffering service it purchased earlier this year, hinting that it relates to how people consume and see music. Wood said the process is still in “deep iteration” phase, but Iovine picked up the place, saying that most buffering services require consumers to program their music experience themselves — and he said consumers are not expected to do this, which will appear to suggest a greater increased exposure of music discovery and recommendations, possibly including a radio function.

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3) This business could talk all day about sound.

The presentation began with videos of many, many famous facing sporting Beats headsets — Lil Wayne, Lebron James and dozens of others, including, interestingly, many Olympic athletes (Beats pulled off a marketing photobomb coup by providing the athletes with headsets, a no-no since the company was not the state run Olympic sponsor)

With Sony Music chief Doug Morris, Iovine’s former mentor at both General and Warner Music, looking on (there to provide “support, inch we were told), Beats marketing VP Omar Johnson, chief designer Robert Brunner and us president Lenny Wood then mention of the moves the company has made over the past year since its last major conference: It has parted ways with Monster, its founders bought back 25% of the company and now control 75%, they’ve streamlined their manufacturing processes (and estimated photos of men and women in China putting together the headsets), their staff has exploded from 25 to around a hundred and fifty, and the products being introduced today are “the first we’ve completely taken to market. inch

Pivoting off from his comment that Beats have inspired individuals to use headsets as “part of their personality and personal expression of a team, a neighborhood or an outfit, inch they then launched into the company’s “Express Yourself” promotion which, among other things, features a photo presentation area in Times Sq where people can have their photo taken and appearance on a giant electronic billboard, and whereby 10 tournament winners will be flown in to can be found in a TV ad with Lil Wayne, Lebron James yet others.

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Then, Doctor. Dre, who barely said a word now year’s press conference, mention for a few moments, mostly about his history as a producer and the development of the company and his relationship with Iovine.

After he’d recorded The Chronic, he remembered, “I played it for pretty much every record company that existed at the time. Many of them were saying, ‘It sounds just plain, it doesn’t sound like hip-hop. Return and try more things. ha They actually had me second-guessing my work.

“Then around a week or two after, I got a call from Jimmy Iovine. He asked me, ‘I don’t know a thing about hip-hop, but I know this sounds good, ha so that’s all I needed to hear.

“Something happened between then and now, inch he continued. “A lot of people either don’t care or just don’t know about quality sound. That’s why we’re here right now. We’re trying to do our part in order to change that. I’ve been tuning speakers for my house, my studio room, my car for over 25 years now. To be given the chance and the chance to make audio equipment… it couldn’t are more perfect for me. So i hope you all enjoy listening to it as much as we enjoyed creating it. inch

Iovine then took the stage, and said lots of things we’ve heard him say in the past, but one message in particular endured out.

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Speaking about how digital destroyed sound quality: “Dr. Dre said, ‘It’s one thing to steal the music, it’s another thing to destroy it. ha These tech companies — consciously or instinctively — were ignoring sound. The entire ecosystem of this young generation was a bad-sounding computer and a bad-sounding earbud — a $400 ipod device and a 30-cent earbud! We had to create a very big cultural change. We had to get young people into the sound.

“How are we going to [do that]? I said, ‘I know what we’ll do. We’ll treat the headsets like it’s U2 or Eminem. We’ll market it like it’s a rock group. We’ll give it life. We’ll make it have feel. We’ll give it a personality.

“So what am I like to show off right now? I’m proud that Beats could turn an entire generation onto sound. I don’t care what they buy, but dammit, they cannot return now. So whether you like our headsets, whether you don’t like our headsets, we are the beginning of fixing sound for an entire generation that was lost to it.

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