Since launching its first product in 2008, Beats has gone from an obscure niche headphone brand to a multi-million dollar business with plenty of star power (Dr. Dre, Lady Gaga, Justin Bieber, etc.) catapulting the brand into the mainstream spawning several celebrity and musician endorsed rival brands. Originally partnered with Monster, the company has since detached itself from the audio manufacturer, had the majority of the company acquired (51 percent) by HTC, acquired music service MOG, and then regained 25 percent of HTC’s shares back this past July. It’s also had its brand name attached to HP laptops and HTC smartphones.
While the company has tapped into the youth of this country, it hasn’t quite gained traction with the folks whose annual incomes are, well, significantly higher than a 17 year olds. But that may soon change with the introduction of the Beats Executive over-the-ear headphones, which I’ve been testing the last few days.