How Beats Used Celeb Marketing to Become Millennials’ Favorite Audio Brand

From Justin Bieber to Lil Wayne, these headphones are on everyone's ears

Way back in the distant days of 2010, you might have chanced on a video of Justin Bieber, sitting in a recording studio and speaking—with genuine feeling—about a particular social problem he wanted to make right. World hunger, perhaps? Childhood diseases? Well, not quite. The Biebs was concerned about audio equipment.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.
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