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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.

The Beats® line expands. Beats Solo is introduced, and Monster successfully engages major music performers to endorse products. Lady Gaga introduces HeartBeats headphones and Justin Bieber jumps on board with The Beats™ Solo Justin Bieber Edition. The strategy is successful, and the Beats name becomes a household word.

Beats ramps up with Beats PRO, Beats Solo HD and Diddy Beats at CES 2010. Monster introduces a successful tie-in with Yao Ming for Beats Solo HD in Asia. Later that year, Monster and Beats introduce ‘The Next Generation Of Sound’ at the Best Buy Theater in New York. Products include Beatbox, PowerBeats with LeBron James, Beats PRO, iBeats, and Just Beats with Justin Bieber. HeartBeats V.2 are introduced.

HTC acquires Beats and HTC iBeats go to retail.

Monster and Beats announce a split.