Beats by Dre

Premium sound for everyone, launched where culture lives.

Beats has always been more than headphones. It’s a brand that shows up where music, fashion, and art collide. But premium sound often comes with a premium price. We saw an opportunity to change that and bring more people into the fold.

The Beats EP was designed to deliver the quality people expect from Beats at a price that’s actually accessible. But launching a more affordable product can be tricky. You don’t want to dilute the brand. You want to expand it. So we needed the right moment and the right stage.

ComplexCon was the answer. A space buzzing with creativity and cultural energy. The perfect place to debut something new. We created an immersive activation that put sound at the center, spotlighting underrepresented voices and celebrating the communities that shape culture. Pharrell was there. Takashi Murakami unveiled a limited edition Murakami x Pill collaboration. It wasn’t just a product launch. It was a statement about who Beats is for.

The campaign drove a 25% increase in brand engagement and over 50 million social impressions. More importantly, it proved that accessible doesn’t have to mean ordinary. Beats EP gave more people a way in, and #StartListening gave them a reason to care.