Few brands have risen to the top of American pop culture as quickly as Beats by Dre. Beats was founded on a novel idea: use the principles of hype culture to sell headphones. That strategy turned over-the-ear-headphones from a niche product to a cultural phenomenon. Here’s how Beats by Dre leveraged the strategies of sneaker culture to become one of the most recognizable brands in the world.

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How Beats By Dre Became A Multi-Billion Dollar Brand