Every Business has a Beginning: Beats by Dre

By Grace Gerbi and Kevin Le

The Beginnings of Beats by Dre
Beats by Dre introduced a new generation of sound entertainment. Founded in 2006, by Dr. Dre and Adam Iovine, the two brought a different twist to the headphone industry bringing excitement and emotions into music playback. They began the company and created the headphones because they disliked the music piracy and they were unsatisfied with the quality of music according to Inc.

“Man, it's one thing that people steal my music. It's another thing to destroy the feeling of what I've worked on.” -Dr. Dre, speaking about the quality of music before Beats

Production
According to the Verge, the company started manufacturing headphones in 2008 under the company Monster Cable and soon began partnering with artists like Lady Gaga to create new, unique designs of their product. After many partnerships with HTC, HP, and Chrysler, Beats by Dre’s exclusive contract with Monster Cable ended. Monster Cable had taken care of the manufacturing, collaborated with design ideas, and production of the headphones for five years. 

Marketing
Brand recognition is the heart of Beats success. The logo, an iconic b, was founded during the 2008 Olympics, and displayed in many different electronic stores; advertising was everything. It began when Iovine sent the headphones to LeBron James in 2008. He liked it and soon, the entire Olympic basketball team in Shanghai were wearing Beats. Beats strived to keep an image based around hip-hop, as many of its sponsoring celebrities are R&B and hip-hop artists. As an example, Beats featured “Blurred Lines” in an ad. Later on, Beats featured Britney Spears during a Black Friday ad.

Present
Due to Beats Electronics’ knowledge of pop culture, it grew. In 2013, it made up 70% of the market for headphones costing over $100, meaning Beats are, by far, making the most money in the premium headphones industry. According to Apple Press Info, Apple acquired Beats by Dre in May of 2014 through a $3 billion deal. Now, Beats Electronics is a billion dollar business. Take a picture with your Beats by Dre headphones and tell us what you think about Beats' rise to fame and glory in the comments or with social media. #onthemoneystl  

Photograph by Kevin Le

Photograph by Kevin Le