Beats by Dr Dre: Beats Music
R/GA London
What were the objectives for the creative work?
Background
To create the definitive digital music service that fulfils the brand promise to play music as the artist intended. Beats headphones dominate the market, but to truly shake up the music, Beats wanted to design an end-to-end system that would change the way people listen to and PLAY music.
Digital music had been sucked of all its joy. It had become about access instead of emotion. In tandem to this, as a society, we've reached a point where we're starting to realise that...