A 4SquareMedia Website

SECTIONS
> Wearable Technology
> Appliances
> Automation
> Automotive
> Buyers Guide
> CEDIA 2010
> Comment
> CES
> Content & Downloads
> Digital Photography
> Gaming
> Green Energy
> HD
> Home Cinema
> Home Office
> How Stuff Works
> Installation
> Portable Players
> Media Centres
> Phones
> Real Sound
Amplifiers
Cables
CD Players & Recorders
Digital Radio
Headphones
Industry
Receivers
Speakers
Turntables
> Reviews
> Smart Awards 2013
> Smart Ideas
> Trio Awards 08
> TVs & Large Display
> Wireless & Networking
PRODUCT REVIEW
> Featured Reviews
SERVICES
> Advertising
> Competitions
> Contact
> Disclaimer
> Signup
> Terms & Conditions
SUBSCRIBE
> Subscribe to Newsletter
> Subscribe to Magazine



Top 10 Viewed Articles
  1. Who Has The Best LCD TV: Sony, Toshiba Or Samsung?
  2. FIRST LCD TV REVIEW: LG Scarlet 60 Vs Samsung Series 6
  3. Sony PS4 Not Far Away
  4. The Humble PC Gets A Whopping Makeover
  5. Sony Bravia LCD TVs Vs Samsung LED HD TVs Which is Best?
  6. Toshiba Working With Microsoft On New Entertainment Xbox
  7. Blu-ray Xbox 360 Planned By Microsoft
  8. Massive Failure Rate For Xbox 360 Exposed
  9. Free Sony PS3 Con
  10. How To Build Your Own Digital Media Server: Part I
Top 10 Viewed Reviews
  1. First Review: Samsung Series 7 LED TV
  2. Movies On-The-Go With Teac DVD Boombox
  3. Who Has The Best 32-inch Screen: Panasonic, Samsung, or Sony?
  4. Who Has The Best Home Theatre Kit? Denon vs Bose
  5. Every Bit Of Defence Counts
  6. New Denon Home Theatre Makes Bose Look Like Yesterdays Technology
  7. Best Media Player On The Market
  8. At $1,499 The Aldi Medion 17-inch Notebook Is A Steal
  9. Affordable Noise Cancelling Headphones That Work
  10. B&W 600 Speaker Delivers Real Sound





REAL SOUND / HEADPHONES

Monster To Launch Adidas Range & Double Headphone Share

By David Richards | Monday | 13/01/2014

Noel Lee the CEO of Monster has confirmed that Monster has teamed up with Adidas with the two Companies set to launch a range of headphones that will be sold via specialist sporting stores, surf and ski shops as well as mass retailers in Australia.

During an exclusive interview with ChannelNews Lee said that he expects to double Monsters share of the headphone market and that links with brands such as Adidas was "important". 

Currently Monster has snared 10% of the US market after severing their relationship with Beats. Lee believes that can reach 20% "quite quickly". 

The man who lays on some of the biggest events at CES including a private party for retailers that featured Fleetwood Mac who at the end of their show claimed that Monster headphones were among the "best in the world" and that Monster was "more a technology Company than a marketing Company" despite the Company being known for their marketing activities. 

The man who cruises out onstage on his Segway to the hoots and hollers of almost any audience whether it be journalists, celebrities of retailers claims that their new range of Monster headphones will help them strip share away from Beats. 

2 years ago Monster was in a coveted position after launching what became the hottest headphones on the market, Beats by Dre.

Click to enlarge

The audio devices had hip-hop legend Dr Dre as a namesake and soon became synonymous with headphone chic. Celebrities such as Lady Gaga and Justin Bieber launched their own signature Beats by Dre lines.

But Beats Electronics ended its partnership with Monster last year, not to be outdone Lee launched his own branded headphones with Companies like JB Hi Fi, and Harvey Norman shifting thousands of the popular brand. 

Even though Beats is still popular Noel Lee believes he has the proper pieces in place to strip market share away from his now arch rival.

"It left us having to reinvent ourselves, and that's what we are doing" said Lee.

The company is pushing out headphones, tablets, slim battery power adapters and portable DJ turntable mixers, and tapping stars including Shaquille O'Neal, Nick Cannon and Jason Aldean as their ambassadors. 

Lee, who takes a lot of the credit for the stylish Beats by Dre headphones, saying the key contribution of Beats Electronics was marketing.

"We supplied all the distribution, all the technology, all the engineering that went into the product," Lee says.

"What we didn't have was the marketing clout before."

He hopes the recruitments of music producer Swizz Beatz and former basketball star Shaquille O'Neal as promoters will fix that.

Monster, which was founded by Lee in 1978, became known for selling pricey video and audio cables. Monster eventually partnered with Beats, launching Beats by Dre in 2008. Both companies flourished together over the next five years.

In its last year with Monster, 2012, Beats by Dre captured 53 per cent of the $US1 billion $A1.13 billion annual headphone market, according to market research company NPD Group.

But Beats decided not to renew a five-year contract with Monster in early 2012 after HTC bought a majority stake in the company for $300 million (it later sold half the shares back to Monster). Since the split, Beats' market share has increased to 57 per cent.

Looking back, Lee says he made a mistake by not building his own company's brand while working with Beats.

During his CES press conference Lee brought on stage an Adidas exec to announce, that the two companies will be releasing headphones branded by the popular sportswear company. 

At the press Monster conference there were videos and all sorts of talk about "Adidas originals," but no actual product shots, details or dates.

Later in a private viewing ChannelNews was shown this range and it is very slick.

In Australia the Monster headphones is winning share with fight fans. 

There was a lot more hoopla around the announcement of a partnership with UFC, bringing on MMA fighter and UFC Lightweight Champ Anthony Pettis to announce the release of UFC-branded Octagon headphones.

At the same press event Monster brought out Shaquille O'Neal, was on hand to make the company's credit-card-sized PowerCard portable charging device look even smaller than it actually is.

Among the new range of headphones coming from Monster is the  Octagon headphones, the official headphones of the UFC, as well as a limited edition of its Diamondz headphones encrusted with rhinestones.

Click to enlarge

There is also new DNA Pro wireless headphones, which boasts a new on-board control configurator. Instead of a panel filled with confusing control buttons, the right ear cup sports one main button at the center for play/pause, accompanied by a touch-capacitive surface which allows you to simply swipe your finger for control. 

The design is extremely intuitive, and really fun to use, allowing you to swipe the surface horizontally to skip songs, and vertically along the side to control volume. The headphones have a 4-8 hour battery life, and they incorporate active noise canceling (ANC). The DNA Pro wireless will be available in Q2 of this year.

The Company is also launching a new Monster Go DJ device that has a huge selection of options on the hand held device including effects, looping, and cue points

 It's all easily controlled by a combination of touch screens and hard controls. Features include 2GB of storage, a slot for a 32GB sound card, a mic input for field recording, and all the inputs and outputs you'd need to throw an off-the-cuff DJ party from your pocket.

Click to enlarge

Print this article
Email this story to a friend
Link this story:
Link this page to delicious Link this page to Digg Link this page to Furlit Link this page to News Vine Link this page to Reddit Link this page to Spurl Link this page to Yahoo My Web RSS this section





LATEST REVIEWS
New LG 65   New LG 65" Ultra High Definition TV, Complete With Pop Down Speakers: REVIEW
LG Australia has finally rolled out their 65" Ultra High Definition TV offering in Australia and what you get is a TV that delivers a quantum leap in TV technology and surprisingly a significantly improved sound system that is delivered from pop down speakers but the big question is whether it is worth $6,999.
Product Rating 4.5

Westfield To Split   Westfield To Split
Shopping giant to separate ANZ, international operation
Product Rating 0

REVIEW:Note 3 Is The Best There Is In Phablet Smartphones   REVIEW:Note 3 Is The Best There Is In Phablet Smartphones
If you are one of those people who love technology but struggle to manage the hundreds of apps and the endless capabilities that today's smartphones are capable of delivering then the new Samsung Note 3 is not for you.
Product Rating 5




SMARTHOUSE NEWSLETTER
Get the latest news
Subscribe today for your daily news of consumer electronic news...
Get the latest news

ADVERTISE
SmartHouse
reaches over 2 million consumers a year. Contact us today about special deals..

For more information ...

LATEST ISSUE
Smarthouse's
Apr/May 2011 issue

reviews the hot new iPhone attach device, the Zeppelin Air. And we look at what's going on in the tablet space...