In 2008, Dr. Dre and Interscope chairman Jimmy Iovine unveiled Beats by Dr. Dre Studio headphones. With help from celebrities—among them Lady Gaga and Justin Bieber—the headphones became a part of pop culture, and soon there wasn't a subway or plane where they weren't ubiquitous. "It really was the pillar of our brand," says Beats Electronics president Luke Wood.
"Project Daisy," as the service is dubbed, will be a subscription music streaming service headed up by TopSpin Media founder Ian Rogers, with Academy Award-winner Trent Reznor serving as chief creative officer.
Lending your cred to a pair of athletic shoes or a golf shirt is so Old School. If the gadgets coming out of CES are any indication, today's hipsters want to slap their names on something with a little more cachet. And what could broadcast cool better than a slick pair of headphones endorsed by Diddy, Beyonce, or the noted philanthropic duo of Bono and Lady Gaga? Here's a sampling of the latest ear candy for listening to the tracks on your latest hit, singing in the shower, or running the 100 meters to tunes from the Black Eyed Peas.