All of us listen to music just about every day, whether others like our listening taste or not, it’s never stopped us before. With the common use of headphones, everyone has nowadays you can blast your favorite songs at max volume without a care in the world. The type of headphones you use is vital to the listening process because higher-end headphones offer the best quality right? Let’s take a deep look into one of the most expensive brands of headphones money can buy right now known as Beats by Dre!
What are “Beats by Dre?”
Beats by Dre headphones are a notoriously expensive brand of headphones created by legendary hip-hop rapper Dr. Dre himself. The company was founded by the rapper over a decade ago in 2006 and was later bought out by Apple so they could market and pair beats and apple products together as complementary pieces to one another. The target audience for the two products are similar and the technology goes hand in hand. When people are on their mobile devices they are very likely to be listening to music, and that’s where Beats come in.
With all this being said who exactly are beats made for? And why would these same people be incentivized to get other expensive products such as iPhones that already cost over $1000? Well, the answer to that question is exactly what it sounds like: people who have enough money to afford them. As great as Beats sound, many professional tech reviewers and artists in the music industry constantly criticize beats for their overpowering bass and lack of depth for the price. However, this is not the primary purpose of Beats headphones and thus are not the people they are targeting.
The Branding of Beats
Beats by Dr. Dre has built a brand on aesthetics and looks as opposed to listening quality and function. Just about all of their headphones are praised for their build material quality, versatile colors, and incredible bass. These three factors are most important to the average consumer, especially a casual listener who can’t hear the difference between the mids and highs of a particular song. Beats are targeted towards people who value their individualism as well. This is why they come out with so many bold and bright color schemes that you would never find on a pair of competitor’s headphones such as Bose or Audio Technica.
Audio Technica and Bose are some of Beat’s main competitors, yet over the last few years, Beats has outsold both in terms of headphone revenue. Part of this is because of the marketing of Beats and its many celebrity endorsers. There are many different global celebrities from all over the world that proudly support beats in commercials and in their professional field. Many athletes such as Lebron James and Neymar Jr. will be seen warming up before a game with Beats by Dr. Dre headphones on. Some musicians such as Nikki Minaj and DJ Khaled also have numerous commercials endorsing beats as the best headphones available. This type of advertising can influence consumers that are fans of these artists and musicians, enticing them to purchase expensive headphones.
The True Value of Beats Headphones
Some people would say that because the headphones are so expensive that they are a status symbol and are a good way to flex your income. Although Beats by Dr. Dre are considered a premium brand, their headphones’ sound quality is seen as not quite there yet. Beats are considered just an accessory to a large amount of their community, just as a wristwatch or sneakers go with an outfit. Headphones around the neck are seen in a similar way to some and are just there to “look cool” to their friends and peers. Other brands mentioned before like Audio Technica and Bose don’t have the same aesthetically pleasing design and popular demand as Beats do so it doesn’t work nearly as well.
In conclusion, the true value of Beats by Dre headphone line as a whole is intentionally overpriced and overhyped based on the price and value. The headphones are targeted towards people who value appearance, build quality, and social status over pure audio depth and quality. Beats favor more mainstream hip hop and pop music with its sometimes overbearing base. However this is also intentional as Beats and targeted towards a more narrow listening group that prefers bass as to clear highs and mids. Celebrity endorsers helped build the brand to where it is today and continue to raise its popularity among its younger target audience. More professionals and adults who don’t care about how they are perceived lean towards higher quality audio brands such as Bose and Audio Technica because they don’t need the Apple association or extra bright colors that Beats has to offer. Overall the true value of Beats headphones is to look cool at an extra price.
Written by Michael Stewart