Beats by Dr. Dre Promotional Campaigns: EDM Edition

Posted at August 10th, 2015 | by Sidhantha Jain | in

If you haven’t seen or heard of the Beats by Dr. Dre headphones till now, you are definitely living in a pineapple under the sea with SpongeBob and Patrick. Rapper by profession, Andre Romelle Young, launched this brand back in 2008. In 2014, Beats Electronic was acquired by Apple for $3 billion, making the ‘I need a doctor’ artist the highest paid hip hop act with an estimated net worth of $700 million (Forbes 2015)!
One of the reasons why, Beats is always in the social media limelight is because of its adverts. Dre has released commercials playing songs by artists like Eminem, Robin Thicke, Kendrick Lamar, just to name a few and now has turned to Electronic Dance Music! I guess, this is one of the biggest examples of dance music breaking into the mainstream.
Today, we take a note of five such Beats promotional campaigns:


Nero – Me And You



In 2011, Beats redesigned their first ever headphone, The Studio, (which were previously available in only black or white), to come in a fresh assortment of colours, namely, blue, pink, orange, and green. As Nero’s “Me and You” from their debut album ‘Welcome Reality’ puts itself in the first gear, Dre prepares to catapult the first of many water balloons which turn out to be a paint bombs later! The ink flies in slow motion, camouflaging the pearly white models and media personalities, including DJ Mia, pro skater Justin Eldridge, lifestyle blogger Levi Maestro and Beats model Vildane Zeneli, in the pre-mentioned shades.


Axwell / Ingrosso – Something New
The boss recruited a star studded squad comprising of; the Kardashian sisters – Kendall and Kylie Jenner, rappers Big Sean and 2 Chainz, singer Nicki Minaj, Tennis pro Serena Williams, British supermodel Jourdan Dunn, NFL player Victor Cruz, YouTube star Bethany Mota, and Walking Dead actor Norman Redus and more, to promote the Solo2 and Solo2 Wireless headphones by posing for a ‘#SoloSelfie.’ The big-guns sport their head-jewels and bounce to get a perfect shot while “Something New,” produced by the duo of Axwell and Ingrosso, plays in the background, which apparently is the first single from their debut album, due in 2015.

David Guetta – Play Hard feat. Ne-Yo and Akon
In June 2013, David Guetta’s ‘Play Hard’ (from Nothing but the Beat) with Akon and Ne-Yo on the vocals, featured in the commercial broadcast for the Neon Mixr headphones. This ad showcases the unique talent of the identical twin brothers Laurent and Larry Bourgeois, who dance to the French producer’s tunes wearing the prior said expensive piece of music equipment. The video points at the power, flexibility and feather light weight these Beats carry, and are available in five new amazing neon colours which look tempting enough to eat!
Fun fact: The original version of ‘Play Hard’ was released for a Dutch Eurodance group Alice DeeJay who was popular from 1999s until 2002.

Priyanka Chopra – I Can’t Make You Love Me


Well, this one isn’t for the headphones; Priyanka Chopra was featured in the ‘Pill XL’ (a portable Bluetooth speaker) advertisement with her own cover of the classic ‘I Can’t Make You Love Me’. Chopra’s versions isn’t just a simple one, it’s an EDM makeover. The particular scene depicted in the video is inspired by the romantic comedy ‘Say Anything,’ where broken-hearted Lloyd Dobler serenades his ex-girlfriend, Diane Court, outside her bedroom window by holding a boombox up above his head and playing Peter Gabriel’s ‘In Your Eyes’. The half-a-minute commercial is an attempt to grab the consumer attention and let them know it can make some serious noise!


Dillon Francis – I.D.G.A.F.O.S.
Ellen DeGeneres is known for dancing on her show, so obviously a Super Bowl Beats Music commercial with her in the front seat wasn’t going to be complete without a few of her unique moves! What’s better is, she’s seen shaking a leg with a bear who, appears to be a huge Skrillex fan, to Dillon Francis’ 2011 game changer “IDGAFOS”. The ‘Ellen’ host brags her robotic dance moves in a Goldilocks-themed short movie, and is seen using the music app to change musical genres and her routine!
By the way, I.D.G.A.F.O.S. = I Don’t Give A Fuck Or Shit (saved you a Google search right there.)

Sidhantha Jain

I love EDM, it loves me back. It pays for my food bills.


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