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Lee: Partnerships Key to Monster’s Multi-brand Strategy

May 23, 2014 By Nancy Klosek
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Monster Products, a company that is already fully engaged in several high-profile partnerships with multiple headphone brands under the Monster umbrella that cut across most major buyer demographics, is ready to take on additional partners to whom it can offer the same technological know-how and benefit of deep and trusted industry and retail relationships that it provided the Beats brand when Beats was launched into the market more than five years ago, That is the essence of the message being delivered by Noel Lee, Monster’s Head Monster.

“We’re grateful for the retail support of Monster that let us create Beats, and our retail partners can be proud of its success,” said Lee, who took that message – along with a bevy of products just hitting retail shelves – on the road this past week in wake of the imminent announcement of the completion of $3.2 billion Beats-Apple deal.

“Our future is to run hard, because we know the formula,” said Lee. “We’ve shown that Monster is a platform for innovation, creativity and collaboration. We’re open to collaboration. The Beats-Apple deal just spotlights that anything is possible, and this puts a spotlight on the value of companies in our space. And we want to be involved with partners that innovate, in or out of our space.”

Of the many artists and high-profile individuals who have already linked with Monster, Lee said, “Our brand ambassadors have joined a company that’s ‘the real deal’ in technology,” while alluding to the trust Monster has built among the CE retail community in its 35-year history.

Monster’s collaborations with highly regarded brands and individuals cover a host of products both already available and soon to be sold more broadly after receiving “seeded” exposure and sale on the Monster Products web site.  The lion’s share of the higher-end Monster audio products and headphones include Pure Monster Sound technology – what Lee described as a unique sound that is not entirely based on engineering measurements, “because your ears don’t ‘sample.’ It’s more a matter of the sound being where the microphone is – right in front of the performer.”

Some product highlights Lee described included:
- SuperStar ($129.95), a smartphone-sized speaker that is water-resistant and is being billed as the smallest audiophile Bluetooth speaker system;
 

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