Beats Electronics

Apple Will Pay $3 Billion for Beats Electronics

Apple has confirmed to the The New York Times that it will purchase Beats Electronics for $3 billion. 

Will Beats Help Apple Solve Its Millennial Problem?

Apple's rumored decision to purchase Beats Electronics for a vast $3.2 billion has puzzled many across the tech sphere. But, there may be a simple answer: Purchasing the Jimmy Iovine and Dr. Dre empire may give Apple a slice of the millennial pie.

7 Concerns About the Apple-Beats Deal

With Apple reportedly buying his music brand, Dr.

Report: Apple Buying Beats Electronics for $3.2 Billion

Apple is in talks to acquire Beats Electronics for $3.2 billion, the

Call of Duty: Ghosts Campaign Will Dovetail With Eminem’s MMLP2

November is an important month for Activision— on the fifth, Call of Duty: Ghosts lands with video gamers. But it's also the day Eminem's MMLP2 (short for The Marshall Mathers LP 2) comes out, and now that release is tied to the Call of Duty franchise.

Twerking the Hand That Feeds You: Beats Tees Off on Miley Cyrus

"Will somebody please feed Miley Cyrus?" That's the request from one anthropomorphized Beats Pill speaker to another in the commercial below, which aired Sunday on MTV after the pop singer's controversial performance on the Video Music Awards. To which the other speaker opines: "Don't you need ass to twerk?" Actually, Beats, feeding Miley would be your job. First off, hat tip to sci-fi writer Tim Maughan for pointing out the Miley-mocking video on the Beats page. The brand is involved with plenty of pop and hip-hop stars at the moment, but the confluence of Miley and Robin Thicke at the VMAs was a branding bonanza for the electronics maker. Beats Electronics is, of course, the brainchild of rapper and producer Dre, whose Beats by Dre headphones have been a huge success. The company's next big thing is a wireless speaker called the Beats Pill, voiced in commercials by Eminem, Chris Rock and (it sounds like, at least) Tichina Arnold from Fox's late, lamented Everybody Hates Chris. The speakers have been prominently featured in music videos, notably Miley's, and Thicke starred in a full-blown RadioShack ad for them with his accessories—I'm sorry, backup dancers—using the speakers to do more or less everything except speak.  Anyway, on Sunday, Miley and Robin got down and dirty on stage in a way that offended millions of people who were doubtless being forced at gunpoint to endure the spectacle. Beats, meanwhile, was ready—like, really, really ready (thanks to the digital wizards at Framestore)—to whip up a video showing two Pills asking where "all the thick girls" have gone while watching clips from Thicke's video and then suggesting Miley should have more material to twerk with. "Somewhere, Sir Mix-A-Lot is crying his eyes out," says one. This actually wasn't the only time Beats teed off on a pop star during the show. It also found time to make fun of Katy Perry (who doesn't appear to be sponsored by the company) in a video with Barclays Center seats visible behind the two big-mouthed little speaker dudes. And Dre protege Eminem announced a new album at the VMAs, which Beats immediately promoted with a 30-second clip from the rapper's new single. Check out all three videos below. It was a well-orchestrated campaign of pop-culture mockery—as well as pop-culture sponsorship, individual-artist sponsorship, cross-platform synergy, album promotion. So, y'know, don't confuse it with satire. Here's a question: When, during the VMAs, weren't you watching an ad? Yeah, we're going to go with "never," too.