Beats revolutionized the headphone category. But to the youngest generation, the brand was unfamiliar. Knowing Gen Z’s values, we shifted the way we tell stories online from big and infrequent to authentic and continuous.
A new generation wasn’t responding to Beats in the same way as older generations had.
Change the way Beats approaches content in a way that appeals to new audiences.
The Sound of Today: a cross-channel editorial platform where Beats intersects with culture. We brought music, sports, art, fashion, gaming, and technology to life in a steady editorial stream.