Published on January 29, 2013 3:00 PM

Life After Beats: Monster Reveals New Line of Headphones

A brand in search of an identity

Monster is officially on its own. The firm's headphone-making partnership with Beats by Dr. Dre ended on 31 December 2012. Now Monster is searching for its own identity. Their strategy: to make headphones with different sounds and designs for all types of users (and, supposedly, all types of music).

The idea may seem ingenious, even obvious. "I'm young, therefore I want bass," or "I'm old and reasonable, therefore I want neutral sound." The vision may lack nuance, but who said it completely misses its mark?

Three emblematic headphones:
  • The Inspiration, with a "neutral sound" and active noise cancellation
  • The DNA, with a "rock" sound
  • The Diamond Tears, with a "clean" sound
Monster DNA
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Monster Diamond Tears
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When you think about it, it's actually an extremely risky strategy! Here is this headphone brand that became known for its association with another headphone brand that itself is known for an easily recognisable sound (bring on the bass) and visual style (b)... So the brand decides to take the opposite route, adopting no recognisable sound or look across its product line!

Monster is trying its hand at targeted audio products, at the risk of developing its own signature style. In fact, one of the only things these headphones share in common is the price range, which runs from around £85 (excluding the in-ears) to £200.

Three "youth-oriented" models: less expensive, advertised as unbreakable:


And, finally, the gaming model:

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