throbber
REDACTED
`
`COPY READY
`
`FOR
`
`SCANNING
`
`

`
`Monster Cable Products, Inc.
`v
`
`Monster Memory and More, Inc.
`Cancellation No. 92054446
`
`Declaration of Greg Pedersen
`
`Exhibit 56
`
`

`
`Y2;-IoO!a. FINANCE
`
`
`
`Monday April 5, 2010
`
`Beats by Dr. Dre, Monster and Boston Red Sox
`Debut "Beats by Dr. Dre Red Sox Edition
`Headphones from Monster"
`
`First-Ever Sports-Themed “Beats by Dr. Dre” Product Available to Public;
`Opening Night Launch for High-Performance Headphones Featuring
`Official Red Sox Insignia
`
`BOSTON—(BUS|NESS WlRE)—Beats'" by Dr. Dre", co-founded by legendary artist and
`producer Dr. Dre and lnterscope Geffen A&M Chairman Jimmy lovine, and Monster, a global
`leader in audio/video accessories, are proud to announce they have teamed up with Major
`League Baseball and the Boston Red Sox organization for the introduction of "Beats by Dr.
`Dre Red Sox Edition Headphones from Monster.” The new headphones, featuring official
`Boston Red Sox team colors and insignia, are the first-ever Major League Baseball licensed
`Beats by Dr. Dre headphones created for a sports team that are being made available to the
`general public.
`
`High-profile professional athletes have been among the earliest and most enthusiastic
`supporters of Beats by Dr. Dre headphones. With the official launch of “Beats by Dr. Dre Red
`Sox Edition Headphones from Monster,” music-loving Boston fans can now show their support
`for their favorite team while enjoying the dramatically heightened personal music listening
`experience afforded by the sonically advanced headphones.
`
`For the launch of Red Sox Edition headphones, the Beats By Dr. Dre team, including Dr. Dre,
`Jimmy lovine, along with Head Monster Noel Lee and special guests, joined the Red Sox at
`Fenway Park for an Opening Night announcement. The headphones will be available in
`regional Best Buy and Apple store outlets and other select retailers for a suggested retail price
`of $399.95.
`
`“The Red Sox are one of the most historic and respected franchises in all of professional
`sports, and their fans are among the most famously loyal,” said Jimmy lovine, Chairman of
`lnterscope Geffen A&M and co-founder of Beats by Dr. Dre. “We are very proud to be
`partnering with our friends at the Red Sox to introduce these headphones to the fans of this
`iconic team. We enter this relationship with sincere gratitude to all the athletes that have been
`so supportive of Beats.”
`
`"We are excited about this unique partnership with Beats by Dr. Dre and Monster," said Red
`Sox Chairman Tom Werner. “We are pleased to be the first professional sports franchise
`associated with Beats, a product that will do for headphones what the iPod did for portable
`
`MCP007547
`
`

`
`music. Now Red Sox Nation can listen to our favorite music while showing support for the Red
`Sox.”
`*
`
`Noted Mr. Lee, "When we designed the Beats headphones we wanted to create a headphone
`that would provide a greater listening experience for iPod, iPhone, iPad, BlackBerry or Zune
`users. Red Sox fans will enjoy not only their comfort and style, but their ‘ear opening’ sound
`that is unequaled in any other headphone.”
`
`Unprecedented Level of Audio Performance
`Like all Beats by Dr. Dre models, "Beats by Dr. Dre Red Sox Edition Headphones from
`Monster" are designed to provide consumers with an unprecedented level of headphone audio
`performance with extreme clarity, deep bass and full power which had been lacking in
`conventional headphones. By combining new advanced materials, sophisticated construction,
`extra large drivers, and a powerful digital amplifier, Beats by Dr. Dre Red Sox Edition
`Headphones deliver clear vocals, detailed highs, and super low, deep bass. Furthermore, to
`recreate the quietness of an isolated recording studio listening experience, they also feature
`powered ambient noise-isolation, allowing consumers to hear all the details and nuances in
`their music.
`Beats by Dr. Dre Red Sox Edition Headphones from Monster are being made available with
`Monster iSoniTalk"', a microphone/headphone adapter for iPhone"', and other music enabled
`phones.
`
`ABOUT BEATS ELECTRONICS LLC
`Established in 2006, Beats Electronics is the brainchild of legendary artist and producer Dr.
`Dre and Jimmy lovine, Chairman of lnterscope Geffen A&M Records, who set out to develop a
`new type of headphone with the capability to reproduce the full spectrum of sound that musical
`artists and producers hear in professional recording studios. in January of 2008, Dre and
`‘lovine announced a partnership with audio innovator Monster Cable to engineer “Beats by Dr.
`Dre,” the most advanced headphones ever developed. Continuing its mission to improve the
`quality of the portable audio experience, Beats announced a major partnership with Hewlett-
`Packard in 2009 to expand the Beats by Dr. Dre family of headphones to include Beats Audio
`software in the HP ENW line and a HP ENW 15 Beats limited edition notebook PC. For more
`
`information, please visit httgzllbeatsbydrecoml
`
`ABOUT MONSTER
`Monster was founded by Head Monster Noel Lee with a commitment to creating products
`under the Monster Cable® brand to literally "make music sound better.” Today, Monster has
`grown and diversified to become the world's leading manufacturer of connectivity solutions for
`high-performance audio, video, car audio, computer, console and computer gaming, as well as
`a leading innovator in the field of iPod® and iPhone'" accessories and professional audio and
`sound reinforcement. As part of its commitment to improving the music listening experience,
`Monster worked with Dr. Dre and lnterscope Geffen A&M Chairman Jimmy lovine to create the
`Beats?" by Dr. Dre” headphone line, including the new Heartbeats by Lady Gaga headphones.
`The company is also continuing to innovate with its own line of Monster brand headphones,
`including “Turbine Prom ln-Ear Speakersm,” the first in-ear headphones geared for use by
`music professionals and audiophiles. Additionally, under its Monster Power® brand, the
`company is the leading manufacturer of high-performance AC power line conditioning and
`protection products for audiolvideo systems.
`
`MCP007548
`
`

`
`Monster Cable Products, Inc.
`v.
`
`Monster Memory and More, Inc.
`Cancellation No. 92054446
`
`Declaration of Greg Pedersen
`
`Exhibit 57
`
`

`
`Heartbeats By Lady GaGa Headphones Unveiling
`
`NEW YORK - SEPTEMBER 30: Lady Gaga attends the Heartbeats by Lady Gaga
`headphones unveiling at GILT at The New York Palace Hotel on September 30, 2009 in New
`York City.
`
`In this photo: Lady GaGa
`
`Photo: Dimitrios Kambouris/Wirelmage
`
`MCP007571
`
`

`
`Monster Cable Products, Inc.
`v.
`
`Monster Memory and More, Inc.
`Cancellation No. 92054446
`
`Declaration of Greg Pedersen
`
`Exhibit 58
`
`

`
`@@@
`
`mun : girl‘! plrsplctlvo
`Elfin Tei
`
`Technology and Gadgets
`
`September 11, 2011
`
`Monster Debuts Inspiration Headphones at
`New York Fashion Week
`
`Posted by Helena Stone
`
`
`
`Fashion Week in New York is all about trend-setting and this year Monster has
`out done themselves by using the runway to unveil a new line of fashion-inspired
`headphones that are sure to be trendsetters this Fall. Debuting during a runaway
`show of collections from Samantha Sleeper, Zoe Twitt and Melissa Bolin. Their
`new Inspiration headphones don’t just look great and promise to sound great,
`but they are all about the fashion. For starters, the headphones actually feature
`interchangeable headbands.
`
`Monster Cable is planning on releasing interchangeable headbands for the
`headphones in all sorts of styles, so that your headphones can match your look —
`whether it’s casual or classic or hipster. So what better way to debut these new
`headphones than with models on the runway during Mercedes Benz Fashion
`Week.
`
`The Monster Inspiration headphones feature built-in noise cancellation and will
`initially be available in white or black. The Inspiration headphones are actually
`Monsters first on-ear headphones and they will feature interchangeable
`headbands in a selection of different colors, styles and materials. They will retail
`for about $279 when they go on sale in October and 8 different headband styles
`will be available at launch that should speak to your inner Carrie Bradshaw.
`
`MC P007643
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`

`
`
`
`Head Monster, Noel Lee says that Monster has plans to use these headphones
`to help promote more fashion designers. So you can expect to see more fashion
`headphone collaborations from Monster in the future. One such collaboration
`includes a pair of Diesel headphones that should land soon.
`
`“Our new Inspiration headphones are all about feeling inspired. Just
`like some days you wearjeans and some days you might wear a
`tuxedo, these headphones let you choose whatever look or feel you
`want to express yourself, and feel ‘inspired.’ We all have many
`different facets of our personalities, and with inspiration we can
`express ourselves exactly the way we want, wherever and
`whenever we want —- and of course enjoy the kind of ‘higher
`definition’ music listening experience that only Monster headphones
`deliver. "— Noel Lee
`
`
`
`MCP007644
`
`

`
`Monster Cable Products, Inc.
`v.
`
`Monster Memory and More, lnc.
`Cancellation No. 92054446
`
`Declaration of Greg Pedersen
`
`Exhibit 59
`
`

`
`
`
`November 1 5, 201 0
`
`Beats by Dr. Dre
`Jimmy lovine, Chaimian of lnterscope Geffen A&M
`
`By Michael Bush
`
`NEW YORK (AdAge.com) - "Fuck sneakers, let's sell speakers." That was
`Jimmy lovine's reaction when his friend and multiplatinum recording artist and
`producer Dr. Dre told him his lawyer had just informed him that a sneaker
`company inquired about partnering on a shoe line.
`
`"Nobody gives a shit what kind of
`sneakers you wear," Mr. lovine,
`chairman of lnterscope Geffen
`A&M records, remembers telling
`Dr. Dre after bumping into him on a
`California beach. The blunt
`
`conversation would eventually
`result in the launch of one of the
`hottest music accessories around:
`
`Beats by Dr. Dre headphones.
`
`"Romantic start to the company,
`right?" Mr. lovine joked.
`
`Maybe not romantic but, like Mr.
`lovine, it was right to the point. And
`aside from helping launch a line of
`headphones, it helped launch a
`crusade to fix the entire ecosystem
`of music, which Mr. lovine
`describes as a "disaster sonically."
`
`Tony Pettinato
`
`Understanding that the majority of society's entry into music was via portable
`devices such as iPods, Mr. lovine said his and Dr. Dre's goal was to create a
`headphone that would bring listeners as close to the recording studio experience
`as possible.
`
`Over the past year, the high-end Beats headphones, which cost anywhere from
`$99 to. $450, have slowly started replacing the ubiquitous white ear buds sold
`
`MCP007461
`
`

`
`@
`
`with iPods. Working with consumer-electronics accessories manufacturer
`Monster, the two co-founders spent two years perfecting the product. And, as is
`usually the case with anything related to the hip-hop industry, the headphones
`became a hot commodity through organic means. Everyone from Michael Phelps
`and the entire USA Basketball team to Lady Gaga and will.i.am was seen
`wearing the headphones.
`
`‘We aren't buying a lot of ads," Mr. lovine said. ‘We market it our way. We're
`from the music business where you never get a lot of money to market."
`
`The approach is certainly working. In 2009, the first year the products were
`available, the company moved 400,000 pairs. This year it expects to sell 1.3
`million pairs. Beats is also the top-selling headphone in the 17- to 35-year-old
`demographic.
`
`But Mr. lovine and Dr. Dre aren't stopping at headphones. The two are now
`working with Hewlett Packard and will be releasing 5 million PCs equipped with
`HP Beats Audio inside.
`
`Beats also has partnerships with Apple and Best Buy and has had artists and
`celebrities such as P. Diddy and LeBron James design their own line of Beats
`headphones.
`
`MCP007462
`
`

`
`DIYQNEWS
`
`
`
`NOVEMBER 1 9-21, 2010
`
`Be a high-tech
`Sa
` From smartphones to smart TVs,
`
`here are some gadgets to give your
`loved ones this holiday season.
`
` ll
`A powerful package
`
`53)! Ch!’-ESE-and
`‘““"‘“ 5“"““"9
`D‘,'::svi:: 2525
`pitta,“ am:
`create Ho video,
`
`has, in addition to its
`3.5-inch touchscreen
`on the back, a 1.5-inch
`front display l'orcenter-
`ing self—portraits. It also
`takes HD videos.
`Truly multimedia Blu-ray.
`HDTV owners still relying on
`DVD players are not getting the
`full experience. Samsung’s 3-D
`Blu-ray player (BD—C6900) han-
`dles today’s Blu-ray Discs and
`DVDs and the admittedly limited
`selection of 3-D Blu-ray
`movies out so far —
`such as Tim Burton's
`Alice in Wonder-
`Icmd. When connect-
`ed to the Internet,
`the player also deliv-
`ers Facebook, ’I\vitt/er,
`I
`YouTube and other apps.
`Transformational music.
`The Sonos S5 wireless music
`system ($400) frees your i’I‘unes
`library to be heard throughout
`the home. Connect it to your rou-
`ter and all music on your home
`network can be played on the
`fivespeaker system. Add a $99
`Zonebridge and the system
`itselfcan be plugged in any-
`where in the home. A
`doumloadable app turns
`your iPod or iPhone into
`aremote. m
`
`I
`
`\f:si1us at usaweekend.com
`
`MCP007463
`
`
`
`
`Diddyileats
`headphones are
`superb for those
`wanting to listen
`to tunes in style.
`
`BY MIKE SNIDER
`HE JETSONS have noth-
`ing on those shopping for
`high-tech gifts this holi-
`day season. The hottest
`tech presents have almost futur-
`istic multifunctionality, sure to
`help recipients live their lives to
`the digitally enhanced fullest.
`Some of the latest gee-
`whiz gizmos:
`Engaging gadgets.
`Apple's iPad ($499-
`up) could be the sea-
`son’s Ticlde Me Elmo.
`The sexy full-color,
`touch—screen tablet
`lets you surf the Web,
`read books and maga-
`zines and play video
`games. If the person is
`more bookworm than
`Web surfer, consider
`an eReader such as
`Amazon's new Kin-
`’
`dle ($189), which
`holds 3,500 electron-
`ic books — no need
`for a computer, be-
`cause books can be
`downloaded wirelessly via
`built-in Wi-Fi and 3G connections.
`Super-smart phones. Cutting-
`edge cellphones such as the HTC
`Droid Incredible ($200 and up)
`and Apple iPhone 4 (S200 and up)
`are like having a second brain. Be-
`yond telephony and texting, they
`can handle e-mail and Web brows-
`ing, take photos and videos and be
`customized with apps that turn
`10 USA wzsxeum Nov. 19-21,2010
`
`
`
`This might be the
`Dmid you-,,
`looking for: Text,
`b'°“_’5° 3"df3"
`Incredible.
`Wm‘ RFC‘
`
`the device into a GPS,
`
`game machine, mobile
`petition (in-
`oflips on howla:
`TV or even a live,
`cludes pull-out
`-Make an impact
`on-the-spot. broadcast
`M “"d"s5°' 9' 8 microphone).
`system.
`t"%°L‘:§‘;;"t‘$h
`Vicarious
`Souped-up HDTVs.
`(mi; page)
`video. Use your
`Just watching l1igl1-res-
`-Gladdena
`entire body to play
`olution, super-crisp
`'“°‘"°‘5 hemv P-12
`games without a com
`HDTV isn‘t
`enough an_v-
`troller with Microsoft's
`more. The Panasonic
`Kinect hands-free sensor adapter
`Full HD 3-D Viera 42-
`for the Xbox 360 video game sys-
`tem ($150 with Kinect Adven-
`inch plasma HDTV
`($1,700) lets you watch
`tures game). Its camera, depth
`sensor and microphone monitors
`new 3-D sports broad-
`casts and movies. The
`your voice and hand motions as
`set also connects direct-
`you navigate menus, play movies
`and video chat.
`ly to several popular In-
`Decked—out digi-
`ternet applications,
`in-
`tal camera. For
`cluding
`Netflix,
`someone who likes
`YouTube. Pandora and
`Twitter. Alternative:
`to take pictures of
`themselves and
`Sony’s 40-inch Google
`TV ($1,000) is an LCD
`friends, the compact
`.
`12.2-megapixel com-
`HDTV that lets you Sl-
`mnltaneously watch
`pact Samsung Dual-
`View TL225 ($300)
`TV and tweet, search
`the Web and check
`on your stocks or fan-
`tasy sports teams.
`Max headphones. The
`stylish DiddyBeats in-ear
`headphones ($150) bring out
`the best in music on portablcs
`and computers. An option for
`gamers on your list: The Steel-
`Series Siberia V2 headphones
`($90) reproduce detailed land-
`scapes and are comfortable for
`extended sessions of online com-
`
`

`
`@®@
`
`
`ICE,
`
`THIS WEEK IN 'CONS'UM’E'R E_!.E'CTRO,N_IC5
`
`6/21/2010
`
`Disney Enlists Monster, Others In CE Co-Brand Effort
`
`By Joseph Palenchar
`
`The Dism,_y,Mo,,ste, c,,_b,a,,ded
`iPodliPhone-docking speaker
`system features a shape inspired
`_*_’V 3 daja dis!‘ P'°P i" the “W
`TRON m°‘"e'
`
`New York - A selection of TRON-themed consumer
`
`electronics products and accessories that Disney
`Consumer Products (DCP) will ship in October will be cc-
`branded with the names of high—end CE manufacturers
`Monster Cable, Razer and Performance Design Products
`(PDP).
`
`The co-branding effort is part of an effort by DCP to extend
`its CE product target audience beyond kids and tweens to
`the teen and adult markets, using products priced at
`around $100 and higher, said Chris Heatherly, DCP's toys
`and electronics VP. All are custom—designed and unique to
`DCP, and they leverage the brands of "high-quality
`partners with credibility in the consumer electronics
`industry," he said. At prices less than $100, he explained,
`people are comfortable buying products that bear only the
`Disney brand for children.
`
`The TRON-themed products include. two headphone pairs
`and an iPod-docking speaker system from Monster, a
`gaming mouse and gaming keyboard from Razer, and
`game controllers and iPod/iPadliPhone cases from PDP.
`They will appear in stores in preparation for the Dec. 17
`theatrical release of Disney's "TRON: Legacy in 3D." The
`movie is a sequel to 1982's "TRON," the first movie to use
`computer—generated graphics. The sequel will appeal to
`children as well as adults who saw the first movie,
`Heatherly said.
`
`A pair of Disney/Monster oVer_ea.-
`gaming headphones will retail for
`a suggested $349-
`
`In 2009, DCP launched its first co—branded electronics
`product, the Asus-made Netpal netbook for 6- to 12-year-
`olds. In 2011, the company expects to extend its co-brand
`strategy beyond the TRON franchise.
`
`Most of the TRON selection is targeted exclusively to CE specialty dealers, but PDP game
`
`MCP007464
`
`

`
`@613
`
`2
`
`controllers and iPod cases will also be sold through mass merchants, Heatherly said.
`
`ln the future, DCP will use its co-branded CE strategy to expand its penetration of kids‘
`electronics in mass—market retailers, which in recent years scaled back their selection to make
`room for such growth categories as GPS, MP3 players, and iPod peripherals, Heatherly said.
`Now that sales of portable navigation devices (PNDs) are down, growth rates in iPod-docking
`speaker systems have fallen from their peak, and retailers’ have scaled back their selection of
`MP3 brands to focus on the iPod, DCP believes it's time for mass retailers to "to refocus on
`kid's electronics," Heatherly contended. "Kids will always need electronics designed especially
`for them" to be durable and to meet their ergonomic needs, he explained.
`
`DCP's kids‘ electronics products are currently sold by Toys "R" Us and some mass—market
`retailers.
`
`For its TRON-themed co-brand launch, DCP will offer three Monster Cable products. One is a
`$349-suggested over—ear gaming headphone with noise—suppressing microphone for hands-
`free calling. It's due at Best Buy, Amazon and Game Stop in October. Those retailers will also
`offer a one-piece $249-suggested iPod/iPhone-docking speaker system whose shape is
`inspired by a data disk prop in the new TRON movie. it features lighting effects, and a free
`downloadable app for the iPhone and iPod Touch will add clock functionality and a music
`virtualizer display. Monster's third product is a $99.99-suggested in-ear headphone with
`microphone.
`
`Razer's two PC peripherals include a $139—suggested light-up gaming keyboard with
`programmable macro keys and a detachable numeric keypad that can be connected to either
`the left or right of the QWERTY keyboard. The other product is a $79—suggested ergonomic
`gaming mouse with 5600 dpi 3.5g gaming-grade sensor.
`
`From PDP, Disney will offer wired PlayStation3 and Xbox 360 controllers and a wireless Wii
`controller, all at a suggested $49.99. PDP will also offer TRON-inspired cases for the iPod,
`iPhone and iPad for distribution through specialty CE and mass—market stores, and on these,
`the PDP name will be less prominent, Heatherly noted.
`
`The TRON electronics selection is part of TRON-themed product line that includes toys and a
`TRON game for PlayStation3 in 3D, Xbox 360, Wii and the iPhone/Touch. The toys include
`action figures, said to be the first with impulse projection technology to project moving digitized
`faces onto their helmets. The figures also speak. A Zero Gravity Light Cycle is a radio-
`controlled vehicle that can be driven on a wall because it creates a vacuum.
`
`MCP007465
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`

`
`@C
`
`
`
`JULY 2010
`
`
`
`
`
`Pop Artist
`1 Lady Gaga
`
`Five years ago, Lady Gaga did not exist. Then 19, Stefanl
`Germanotta was waitressing and singing in clingy New York clubs.
`But she had bigger goals. "Don't ask me how or why," she sings in
`"The Fame," her debut album's title track, which recalls the "genesis
`of her career, "but I'm gonna make it happen."
`Gaga broke through last year as a global phenomenon, musing on
`"disco sticks," channeling Madonna's glitter-glam fashion, and
`cribbing shock-rock performance notes from Alice Cooper. Some
`critics say she's derivative. But Gaga has done something
`unprecedented, melding her inspirations with au courant dance pop
`and Web sawy to build a business empire notable for both the
`speed of its creation and the diversity of its platforms.
`
`
`
`Now 24, she reigns over a brand that spans" music (10 million—plus
`albums sold), video (1 billion-plus Web views), design (Monster
`headphones, Polaroid cameras), and marketing (HP, MAC
`Cosmetics). "No other artist commands the kind of attention that
`Gaga does," says Gabe McDonough, an exec at the ad agency DDB. '‘If she does something with your
`brand, it's like bam! - a million eyeballs."
`
`MCP007466
`
`

`
`@
`
`2
`
`It's hard to look away: Gaga is ubiquitous, largely because she deftly exploits the Web. "Her persona is
`built for the online generation," says MAC head John Demsey, with whom she created a shade of Viva
`Glam lipstick that has raised $2.2 million for AIDS awareness. (It was Viva Glam's most successful
`launch ever.) Her cultish army of fans mimic her dance moves on YouTube, uploading 15,000-plus
`videos. They devour her musings on Twitter, where @|adygaga has 3.8 million followers, and
`Facebook, where 6.4 million people have declared themselves fans. To keep them engaged, she gives
`thanks in real time, tvveeting in support of a Tennessee student sent home for wearing an Iv Lady Gay
`Gay T-shirt and posting a photo of her tattoo that reads Little Monsters, her nickname for her fans. Her
`outlandish fashion sense seems tailor—made for online slide shows; she was the most-Googied image
`of 2009.
`
`While other pop tarts sell tabloids and Auto-Tune their voices, the Lady cultivates her brand with near-
`military rigor. in 2008, she handpicked several friends to form a creative team that she calls Haus of
`Gaga. Together, they produce look-at-me fashions —- a nude, bubble-covered bodysuit, a flame-
`shooting metal bustier -- that define her concerts and her controversial videos, which drive a full 25% of
`
`the music site Vevo's traffic. "Bad Romance" alone has racked up some 200 million plays on YouTube;
`it's the site's No. 1 clip of all time.
`
`Gaga's videos obviously promote herself, but they also tout her partners‘ products, such as Monster's
`Heartbeats headphones and HP's Envy 15 Beats Limited Edition laptop, which cameo in "Bad
`Romance." She features unaffiliated brands, such as Wonder Bread, using them for what she calls "a
`commentary on the kind of country that we are." The references "actually help her artistic statement,"
`McDonough says. "Not having them would be like making a movie about hockey and not having ads on
`the boards."
`‘
`
`Beyond serving its queen and mammon, the Gaga empire stresses social enterprise. "When we
`approach most artists, it's ‘Here's what we want to do,’ and we're done," says Ron Faris of Virgin
`
`Mobile, a sponsor of Gaga's U.S. tour. But she set conditions: The Iinkup had to involve her fans and
`her causes. So Virgin created a shrine to the Little Monsters (ladyvirgincom) and gave show tickets to
`
`those who did community service, helping generate 30,000 hours nationwide.
`She has also wowed in the boardroom. When Polaroid CMO Jon Pollock met her to discuss teaming
`up, he says he expected "a conversation about pink boas." instead, she offered insights about digital
`
`strategy and how to position Polaroid to reach her generation. impressed, Pollock gave Gaga creative
`control of several products. "Her design, her experience, her way of thinking all work at a different
`level."
`
`The enthusiasm was mutual. Gaga proudly posted a photo of her "creative director" business card --
`
`her first -— and said, "l am so excited
`
`to, as my father puts it, finally have a real job." -- Dan Macsai
`
`MCP007467
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`

`
`@@
`
`
`
`' Jun 13,201 D
`
`Gadgets : Monster Beats by Dr Dre
`
`R3 070 |www.monstercable.com
`
`By Toby Shapshak (Stuff magazine)
`
`There's a good reason top DJs like Will.i.am are sold on these
`
`headphones. Not only are they stylish and compact, but they are
`
`exceptionally good.
`
`You'd expect that from Monster (known for their well, monster, cables) and Dr
`
`Dre, rapper and record producer. The Beats by Dr Dre are self—powered noise-
`cancelling headphones (that cut out external noise) and have superb sound
`
`quality, as well as soft cushioning.
`
`As Dr Dre says: "People aren't hearing all. the music." With these, they are.
`
`MCP007468
`
`

`
`
`
`June 16th, 2010
`
`Monster Turbine Pro Copper Professional ln-Ear Speakers
`
`_ Reviewed by: Bill Henderson
`Monster® Turbine” Pro Copper Professional ln-Ear Speakersm
`Price: $399.95
`
`
`
`Lately, we have been privileged to review some outstanding higher-end accessories for the iPhone
`(and yes, iPod, too). One of the accessory categories that is particularly fun to review are earphones.
`And even though the audio rule of physics still applies — as you spend more and more the difference in
`improvement gets smaller and smaller — there are some incredible sounding earphones out there.
`
`One of these stratospherically priced models is the Monster Turbine Pro Copper In-Ear Speakers
`(earphones). A while ago, we were lucky to get our hands on a pair of the regular Monster Turbines.
`We say regular, but they really aren’t. At $180, they are still a bargain, delivering bass to—die—for along
`with an outstanding build quality. Shortly after those Turbines were available, Monster upped the ante
`with the Turbine Pros, which come in Gold and Copper flavors. The Gold model is tuned for the
`extreme bass fan. The Copper — reviewed here — is the more neutrally-tuned model. Given a choice
`between the Gold and the Copper, we choose Copper. We like bass as much as the next person, but
`we feel its just better when its in its proper place and not in the forefront. But again, it’s a personal
`preference.
`
`Let’s see first just how utterly cool the
`Coppers are visuaiiy. if you like the look
`of the original Turbines in their graphite
`metal housing and jet—turbine shape,
`you'll love the Coppers. While they keep
`the same shape as the Turbines, the
`copper c_olg just makes them stunning.
`You just want to hold and admire them.
`We think they even rival the Klipsch X10
`earphones in their beauty. And the build
`quality is as good or even better than
`the regular Turbines. There's extra
`reinforcement where the cable meets
`
`the earphone shell which is always a
`good thing. Also the Coppers have an
`" L” shaped connector which can be
`more sturdy in day—to—day use. And, of
`
`
`
`9
`
`‘
`P"°"°W°“d-E3
`
`MCP007469
`
`

`
`course, the interior ingredients are upgraded and fine—tuned, an improvement you can actually hear.
`And thats the better thing.
`
`Along with the usual array of tips, Monster
`includes two kinds of “SuperTips” which are
`either gel-filled round tips or white foam-type
`tips. Monster claims these SuperTips provide an
`outstanding seal for much better bass. Maybe
`so, but we couldn’t get the black gel ones to
`seal... at all. And while we could get the white
`SuperTips to seal, they were uncomfortable for
`extended periods of time. So we reverted to the
`tried and true flanged tips and Comply foam tips
`like we did on the original Turbines. These
`provided all the seal and comfort we needed for
`extended listening.
`
`
`
`And after getting that seal we could then see
`how the Copper Pros performed. Lets say it up
`front: The Monster Turbine Copper Pros sound
`iii
`ii‘
`.
`.,
`.
`.
`,
`.. ..
`..
`.
`.
`.
`....
`.
`fantastic. The question is, do they sound better
`than others in this exclusive price range? Well, yes and no. What you get for $400 are some extremely
`accurate earphones. If you are careless with your ripping and have a big collection of 128 bit MP3 files,
`save your money. The Copper Pros are not forgiving in this regard. But if you regularly go the lossless
`or high-bit AAC route, you will hear things that will make you smile.
`
`So what will you hear?
`. In the 60s song, “Psychotic Reaction” by the
`Count Five, the bass drum attack is hard with
`little delay. Not bad for a 40 year-old recording
`that was never meant to be anaudiophile
`recording . That kind of aural attack is even more
`pronounced on David Bowie’s stripped—down
`version of "Space Oddity” from the Rykodisc
`reissue of the "Scary Monsters, Super Creeps”
`album. The long, long, eerie silence following the
`song’s acoustic beginning is rudely interrupted
`by a drum smack that will make you jump. What
`fun!
`
`
`
`Listening to Das Rheingold: Vorspiel was like
`being in the middle of an orchestral tuning
`session. The soundstage is very open and warm.
`As the piece builds to a climax that abruptly
`stops, each instrument is plainly evident as well
`as fitting into the ensemble. lt’s really a
`wonderfully realistic experience with the Coppers.
`The bass in Kraftwerk’s remix of “Radioactivity” from “The Mix” album is up front and it kicks butt. So
`even though the Copper Pros are more neutral than the Gold Pros, they don't sacrifice any quality in
`
`iPhnna?lurld.ta
`
`MCP007470
`
`

`
`Q3
`
`3
`
`the bass onslaught even if they do give up a bit of bass quantity. Although we don’t have them to
`compare, one gets the feeling that the Gold Turbine Pros could shake some teeth fillings loose with this
`song.
`
`Included in the Copper Pro "package” are 10 sizes of SuperTips (gel and foam), three sizes of
`conventional eartips, and one size each of flanged and foam eartips, which we much preferred. You
`also get two differently styled carrying cases and a shirt clip. And there’s more
`Included is a soft
`holder for the SuperTips (up to six pair) and a demonstration CD so you, too can put your Copper
`Turbine Pros to the test. It includes some test tones as well as speaker—testing audiophile recordings.
`These tones are good for testing what your earphones are capable of reproducing.
`
`The Monster Turbine Copper Pro ln—ear Speakers are not cheap, no matter how you look at them. But,
`if you have the means —- and the ears — to appreciate the difference these seriously cool earphones
`deliver, then your hard-earned money will be well spent.
`
`8/10
`
`MCP007471
`
`

`
`
`
`June 25, 2010
`
`NBA's James Gets Monster Headphones
`
`By Stephen Silver
`
`Basketball superstar LeBron James may not have chosen a team yet for
`next year, but he has picked a headphone line. The hoopster will ‘soon
`launch a new lineof headphones through Monster, Head Monster Noel
`Lee told the Associated Press.
`
`James joins Dr. Dre, Diddy and Lady Gaga in Monster's growing stable of
`star endorsers. While not yet an official endorser of Monster at the time,
`James joined Lee, Dr. Dre and lnterscope's Jimmy lovine at Boston's
`Fenway Park in April for the launch of a special Red Sox edition of the
`Beats By Dr. Dre headphones.
`
`James, who has played his entire career with the Cleveland Cavaliers, will
`become an unrestricted free agent next month, and NBA talk has him
`considering a move to New York, Chicago or Miami, if he opts not to
`remain in Cleveland. Increased endorsement opportunities have often
`been mentioned as a possible reason for James to relocate to a larger city.
`
`MCP007472
`
`

`
`@@@
`
`PRODUCT & STRATEGY FOR CONSUMER TECHNOLOGY RETAILING
`
`
`
`
`BY NOEL lEE. HEAD MONSTER
`
`JUNE 2010
`
`>>> ACCESSORIZE
`PROFIT IS IN THE DETAILS
`
`These companies have produced breakthrough sound
`by developing new technologies and by introducing
`high-performance products designed to create a new
`category. Like the successful speaker manufacturers
`did in the good old days, accessory companies are
`offering listeners many different headphone options,
`ranging from entry level to professional grade. As in
`the past, when loudspeakers ranged from two-way
`bookshelf systems to electrosmtic speakers, and from
`floorstanding to dipole, companies offer different
`levels and types of headphones to cater to listener
`
`Ears Wide Open
`Headphones offer retailers a rich and ongoing profit stream.
`demographic.
`ecause of a seismic shift in the way people

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