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Monster looks to rebuild brand after loss of Beats

December 24, 2013 • Entertainment


FILE – This May 15, 2013 file photo shows hip-hop mogul Dr. Dre as he announces a $70 million dollar donation to create the new “Jimmy Iovine and Andre Young Academy for Arts and Technology and Business Innovation,” at the University of Southern California, in Santa Monica, Calif. The audio cable company Monster was in a coveted position as the decade began after launching what would become the hottest headphones on the market, Beats by Dre. The audio devices had hip-hop/production legend Dr. Dre as its namesake and soon became synonymous with headphone chic. The audio cable company was in a coveted position as the decade began after launching what would become the hottest headphones on the market, Beats by Dre. The audio devices had hip-hop/production legend Dr. Dre as its namesake and soon became synonymous with headphone chic. (AP Photo/Damian Dovarganes, File)

ATLANTA (AP) — It’s been a tough couple of years for Monster.

The audio cable company was in a coveted position as the decade began after launching what became the hottest headphones on the market, Beats by Dre. The audio devices had hip-hop/production legend Dr. Dre as a namesake and soon became synonymous with headphone chic. Celebrities like LeBron James, Diddy, Lady Gaga and Justin Bieber launched their own signature Beats by Dre lines, and a host of other performers, athletes and entertainers became unofficial representatives as the most famous faces on the planet sported Beats on their ears.

But Beats Electronics ended its partnership with Monster last year. Even though Beats is still superhot, Monster CEO Noel Lee believes his San Francisco-based company has the proper pieces in place to regain its mojo.

“It left us having to reinvent ourselves, and Login to read more

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