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How Beats went from a single pair of headphones to a $3B Apple deal

How Beats went from a single pair of headphones to a $3B Apple deal

beats by dre Through a cunning blend of branding, business and celeb endorsements, Beats by Dre has become a major force in today's tech world. CNET's Adventures in Tech explains how.

by Luke Westaway @lukewestaway August 11, 2014 4:00 AM PDT comments 0 facebook twitter linkedin googleplus more more + email tumblr stumble delicious reddit pinterest digg presented by

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beats by dre tour There's one sense in which Apple and Beats are certainly a perfect match -- there are no other tech companies on the planet so likely to divide tech fans. But love 'em or hate 'em, Beats has, in a remarkably short space of time, turned one pair of bass-heavy headphones into a vast music empire. Hit play to learn how that happened.

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beats by dre headphones Beats created -- and dominates -- the market for luxury headphones . A recent Statista survey found that 46 percent of US teens are planning on making Beats their next headphone purchase. The company isn't universally loved however, and Beats -- which was created by co-founders Dr Dre and Jimmy Iovine, initially in partnership with high-end audio firm Monster Cable -- regularly draws the ire of audiophiles.

beats by dre tour Beats was never courting the enthusiast crowd however, instead building fashionable gadgetry for people who'd never otherwise have considered spending $300 on a pair of headphones, and leaning on co-founder Jimmy Iovine's extensive music biz contact book to get the Beats brand into the public consciousness.

Beats flaunts gold version of Studio Wireless headphones, Pill speaker (pictures) See full gallery 1 - 4 of 7 Next Prev

In the video above, you'll learn how Beats' savvy marketing turned the brand into a powerful force, one that Apple was only too happy to thrown down $3B to acquire .

What do you think of Beats, and what do you think Apple should do with its new acquisition? Press play now, then tell me your thoughts in the comments, on our Facebook wall , or let me know on Twitter .

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Tags: Adventures In Tech Crave Tech Culture Headphones Beats Music About the author Luke Westaway twitter googleplus Luke Westaway is a senior editor at CNET and writer/ presenter of Adventures in Tech, a thrilling gadget show produced in our London office. Luke's focus is on keeping you in the loop with a mix of video, features, expert opinion and analysis. See full bio