Beats by Dre: A Lesson in Brand Diversity

Editor’s Note: The Retox event hosted by DJ Tedsmooth at the Beats by Dre store in NYC has been rescheduled for Friday, January 13th.

Learn a trusted lesson about the importance of expanding your brand and scroll below for important details on how you can be a part of an EPIC event in music on January 13, 2012!!

The Man. The Myth. The Legend.

Dr. Dre cemented his place in music history with his 1992 album, The Chronic, helping bring Hip Hop & Rap into the mainstream. Already famous from his hits with the World Class Wreckin’ Cru and the infamous N.W.A., Dre quickly became the “producer who could rap and control the maestro,” selling over 4 million copies of The Chronic to date.

He then went on to break away from Suge Knight and Death Row Records, a label he helped create, and started a new label – Aftermath Records – releasing Dr. Dre Presents… The Aftermath, in 1996, and blockbuster 2001, in 1999. While he has stayed mainly behind the scenes over the last decade, he has been anything but quiet. In addition to helping launch the careers of Snoop Dogg (in the early 90s), Eminem (music’s best-selling artist of the last decade), and 50 Cent, Dr. Dre has produced music for everyone from Mary J. Blige to Nine Inch Nails to Jay-Z.

Still takin’ his time to perfect the beat…

In 2006, Dre used his influence and credibility as one of the most respected producers in music to create Beats by Dre with music legend and Chairman of Interscope Geffen A&M Records, Jimmy Iovine. These highly coveted headphones allow music fans and music makers alike to “hear what the artists hear, and listen to the music the way they should: the way I do,” as he says in his company’s mission statement. Not only has Beats by Dre been able to tap into a neglected market at a time when music has come into the individual control of the consumer, but it has been able to reach smaller niche markets by diversifying and identifying with its intended audience: the individual.

Studio Ltd Ed | IXiiV Artist Consulting

Over the last 5 years, Dre and his team have been able to take this brand and target specific subgroups with one simple idea: personal branding. Within the Beats family there is the model for DJs, the model for the serious musician, the model for the pop fan, the hip-hop fan, the sports fan, and even the charitable fan, just to name a few. And, within those models the brand offers an array of colors to suit the consumer’s preference. The brand has also created the Beatbox loudspeakers with a dock to connect your mp3 player, audio software available in select HP computers, and has partnered with HTC phones so consumers get the clearest audio possible. As Iovine explained to the New York Post, “It’s very important that music makes it to the phone gracefully… which is why we made the deal with HTC. People want to carry one instrument in their pocket. People are carrying around two, three, it’s getting crazy.”

Expand Your Brand

The lesson to be learned here is that in order for your music to reach the most people, your brand and your music MUST diversify. This may be counter-intuitive at first. After all, branding is about consistency and uniformity, right? Well, to an extent.

If you are making merch for your shows, make sure you create a collection of the same logo to use on said merch – a black and white version, a full-color version, a transparent version, etc. With Beats by Dre, there is a look to fit every personality; you should want your merch store to accomplish just that. Make sure your logo speaks to your music and artistic persona. If you are unsure, it is best to consult a professional.

Furthermore, when selecting tracks for your upcoming album, think about diversifying. It’s great to have “a sound,” but you can still make sure there’s a little bit of something for everyone. Wouldn’t it be great if 10 fans came to your show and each thought of 4 different people in their life that would enjoy your album, picking up extra copies at the end of the show?

Following this simple yet important lesson can help take your music and your brand to a wider audience.


With the undeniable success of Beats by Dre, the company opened a pop-up store in SoHo in NYC on November 2, 2011. The store will remain open until January 15, 2012 in order for audio enthusiasts and music fans alike to experience the various models first hand and purchase their Retox Tracklisting | IXiiV Artist Consultingcustomized pair of headphones and more.

As Luke Wood, the COO of Beats, told the Post, “We want [the customer] to understand the idea behind Beats, the emotion of sound, the feeling of sound, we want them to understand it’s about the emotional art effect, it’s like music, film, a comic book, Beats is cultural, it’s relevant, it’s real.”

FRIDAY, JANUARY 13, 2012 | 67 Greene Street, NYC

Before the pop-up store closes its doors, there will be one event that NO music fan should miss: the release of Retox, a mixtape of tracks from more than 20 of today’s hottest artists and tomorrow’s rising stars compiled by none other than one of the industry’s most respected and talented remix DJ’s, DJ Tedsmooth.

Get Retox for free with purchase of a t-shirt! The Beats by Dre store is the ONLY place to get this limited instant classic, only a few hundred have been pressed. DO NOT MISS THIS OPPORTUNITY!

No ticket needed, just come to 67 Greene Street early to secure your spot on line!

3 Responses to “Beats by Dre: A Lesson in Brand Diversity”
  1. Great information in this post. This success of these headphones is clearly a result of not only a great product, but a great marketing strategy.
    personal branding sounds so obvious but is ignored by a lot of folks out here. Its inspiring to see someone put it to work and become so successful.

    David Sentongo
    Twitter: @davesentongo

  2. IXiiV Artist Consulting says:

    Thanks, David! We completely agree, a product can’t reach its full potential without a solid strategy, no matter who endorses it. Beats by Dre clearly had both. I wonder why something so obvious is so often ignored…

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