Monster, Jimmy Iovine and Dr. Dre announce a partnership and debut Beats™ Studio at CES. This collaboration leads to a complete line of over-ear, in-ear and on-ear headphones, all living under the Beats® Brand. Beats Studio hits retail in 2008 and is wildly popular. Neither retailers nor consumers were used to paying $300 for a pair of headphones, but this turned out to be a marketing breakthrough: People would pay for superb audio quality. The Beats legacy begins with Monster as the key design, manufacturing and distribution partner.