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For A$AP Rocky, promoting Beats By Dre’s new Beats Studio Pro over-ear headphones is a family affair.
The rapper directs and stars in the brand’s ad, titled “Iconic Sound,” in which his off-screen partner—global superstar Rihanna—interrupts his recording session to send him to buy diapers for their infant son.
Still wearing his Beats headphones, he runs through the street past a barber shop and a sign for his own creative agency, AWGE.
Arriving at a bodega, he picks up a pack of diapers with his own son’s face on them and runs home while dodging photographers.
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