Page 26 - Ciaran Kinsella

beats Representation b

The Beats Solo 4 headphones are positioned as premium
audio devices that highlight a lifestyle centered on
creativity, music, and urban culture. Their aesthetic design
Solo 4 frequently embodies a contemporary style, catering to
current fashion and cultural movements. Marketing
campaigns commonly present artists, athletes, and
influencers, portraying the headphones as indicators of
On the official Beats by Dre website, Beats Solo 4 is status and creative freedom.
offered to consumers in 3 colours: Matt Black, Slate
Blue and Cloud Pink. The Matt Black pair offers a Identity
modern, focused and professional appeal, whereas
the Slate Blue and Cloud Pink pairs portray health The identity linked to Beats headphones is often associated
and fitness, simplicity and elegance. with hip-hop culture and youth movements. The brand
encourages consumers to view themselves as part of a
larger cultural narrative by promoting individuality and
authenticity. Consumers can align their identity with the
brand through the choice of colours and collaborations with
celebrities. Buying Beats became a symbol of status,
inclusion, popularity, and pride (Green et al.)
The form of the product demonstrates the beauty in Production
subtle transitions between hard and soft edges.
Being a premium product, refreshingly the Beats Beats Solo 4 is created using cutting-edge audio technology
Solo 4 headphones doesn’t compromise comfort in and design methods. The company prioritises top-notch
ergonomics for minimalism. This is shown by the materials and skilled workmanship, attracting both music
enthusiasts and everyday listeners. Moreover, involving
product’s UltraPlush ear cushions and padding on
designers and artists in the product development process
the headband. Softer than soft. It is also a very showcases a fusion of creativity and contemporary
lightweight product which adds to its effortless significance.Beats also produce and sell a range of speakers,
comfort. At just 217 grams, you could almost forget earphones, earbuds and phone cases.
you’re wearing them (“Beats Solo 4 - Matt Black”).
Consumption
A modern style is conveyed through the product’s matte finish. The
descriptions and slogans around the product all give the sense of confidence Beats Solo 4 consumers are attracted to the product not
only for its audio quality but also for the lifestyle it
and simplicity. Stands out. Stays on. Simplicity in the product’s outer
embodies. The headphones are marketed as a fashion
form to hide its complex interior gives a sense of humility.
accessory in addition to being a technological device.
“People aren’t hearing all the music” Social media has a substantial impact on consumption, as
users display their Beats as an integral part of their
everyday routines, strengthening the brand's cultural
Dr. Dre significance. The price of Beats Electronics is on the higher
end, ranging from $250 - $350. The price contributes
greatly to the consumer feeling as though they have made
a quality purchase (Fields).
Regulation
The Beats brand must adhere to industry regulations, such as
copyright laws for music and advertising standards.
Furthermore, consumer demands for quality and brand
reputation act as a type of regulation, as any adverse publicity
or product defects can influence brand perception and sales.
H E A R W H A T Y O U W A N T

26 Social and Symbolic Meaning Poster Circuit of Culture Poster