On this day 15 years ago, the first pair of Beats headphones started shipping
According to legend, the whole thing started with a conversation between music producers Dr Dre and Jimmy Iovine. When Dre said he was talking to a major brand about making Dre shoes, Iovine responded: “Fuck sneakers! Let’s sell speakers!”
The argument worked and the three men came to an agreement: Dre would be the face of the brand and Lee’s company would design, engineer, manufacture and distribute the headphones, paying a royalty to Iovine, to Dre, and to Iovine’s company Interscope Records. Iovine and Dre would own the bulk of the equity in the product, with Lee getting a smaller share and even smaller bits going to musician Will.I.Am and NBA star LeBron James.
Beats weren’t just made to sound different. They were made to look different. As Iovine recalls, before Beats came along headphones were dull to look at – “like medical equipment,” he said. Beats were designed to look like fashion accessories, and many owners wore them as much to be seen as to hear.Reviews of the first Beats by Dre headphones were often damning.
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