""We've obviously worked a ton with athletes, a ton with musicians, but we really hadn't done anything big with the streamers, the creator economy, and we wanted to get into that space, given their popularity, especially with a youth market," Thorne says. "Beats has always been an amazing brand for the youth generation. And now, the company's nearly 20 years old, and we've been through multiple youth generations, and I think to really connect well with the current one, we need a bigger presence in in that area."
""As we looked around, IShowSpeed just seemed like the perfect fit for Beats," he added. "He's just kind of this amazing blend, he's an unbelievable athlete, he's getting into music. He just feels like someone who should be in the Beats family, the defiance that he operates with, how he does things his own way, the entertainment value he provides to his audience.""
Beats is expanding marketing focus into the creator economy by partnering with streamer and YouTuber IShowSpeed and launching a cinematic campaign during one of his livestreams. The brand previously emphasized music origins and recent sports collaborations such as Powerbeats Pro 2 with LeBron James, Lionel Messi and Shohei Ohtani. Beats CMO Chris Thorne says the company had not done anything major with streamers and sees a need for a bigger presence to connect with current youth generations. IShowSpeed frames the partnership as proof that creators now stand alongside global icons in cultural influence.
Read at The Hollywood Reporter
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