January 7, 2010
MONSTER, BEATSTM BY DR. DRE,TM LADY GAGA, AND (RED) TEAM UP TO HELP ELIMINATE AIDS IN AFRICA

Portion of the Proceeds from the Sales of the New (PRODUCT)REDTM Special Edition Beats Solo Headphone to Go Directly to the Global Fund to Help Eliminate AIDS in Africa

By Gary Reber


Monster®, a world leader in the audio/video accessories category, Beats™ by Dr. Dre™, co-founded by legendary artist and producer Dr. Dre and Interscope Geffen A&M Chairman Jimmy Iovine, Lady Gaga and (RED)™ are teaming up to
help eliminate AIDS in Africa.  At a live press conference from the Consumer Electronics Show (CES) in Las Vegas, the group announced a new Monster RED™ Special Edition Beats Solo Headphone, in which $5 from the sale of each product will go directly to the Global Fund to support AIDS programs in Africa that provide testing, counseling, treatment and other services for those affected by AIDS. In addition, the group announced that a special Heartbeats™ headphone will be developed for (RED) later this year.
 
“We're honored to have the opportunity for Beats by Dr. Dre to join Lady Gaga with Bono and RED in its effort in fighting AIDS in Africa,” said Jimmy Iovine.
 
Noel Lee, the Head Monster, noted: “Monster has always been committed to developing products and technologies that make music sound better, but we’re also a family business that feels just as strongly about doing everything we can to
share the success we’ve had and give something back. That’s why we’re so pleased to be able to join in offering the RED Special Edition Beats Solo Headphone. This launch allows us to share a product with the world that will help people not only get more enjoyment from the music they love, but know that they have contributed to helping make the world a better place.”

“Music is part of (RED)'s DNA.  We were co-founded by Bono, we sponsor (RED) NIGHTS concerts, we partner with companies like Apple and Shazam.  Partnering with Beats by Dr. Dre builds on this and gives music fans a way to help reverse the epidemic of AIDS in Africa by listening to the music they love,” said Susan Smith Ellis, CEO, (RED).  “Through partnerships like this, we've generated more than $140 million to support the Global Fund's fight against AIDS. (RED)'s growth is based in part on people like Dr. Dre, Lady Gaga, Jimmy Iovine and Noel Lee making a stand against a merciless epidemic.  We're proud to have them partner 
with us.”
 
The new Monster RED Special Edition Beats Solo Headphone will be available in
early February at several US
and UK retailers with an MSRP of $229.95.
 
About the RED Special Edition Beats Solo Headphone
Music listened to through headphones should capture all the sonic details the artist intended for consumers to hear. However, normal headphones cannot deliver the rich, full sound of today’s digital audio tracks. The new RED Special Edition Beats Solo Headphones, like all Beats by Dr. Dre Solo Headphones, designed for today’s active lifestyles, deliver sound so real that listeners will be amazed by the music coming from something so compact and portable.
 
To provide users with the ultimate in convenience and performance when used with today’s portable music devices, RED Special Edition Beats Solo Headphones feature Monster’s “ControlTalk,” an advanced on-cable feature that provides users with full control of their listening experience when using their 3GS iPhone®, iPod® shuffle and other new iPods and portable music devices.* The special Monster ControlTalkTM headphone cable features an integrated high grade microphone and answer button and allows users to access their music and answer phone calls without having to reach into their pocketbook,
backpack or pocket. 
 
The ControlTalk remote and mic are supported by iPod nano (4th generation), iPod classic (120GB), iPod touch (2nd generation), and iPhone 3GS and newer, but not all, Blackberry models. The remote is supported by iPod shuffle (3rd generation). Audio is supported by all iPod models. Requires software version 1.0.3 for iPod nano (4th generation), 2.0.1 for iPod classic (120GB), and 2.2 or later for iPod touch (2nd generation). Support for Blackberry varies by model. Subject to change.
 

 



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